Season four of the IPL T20 cricket tournament saw a 31 per cent jump in online viewership, indicating growth and acceptance of online streaming for live sporting events in India against established mediums such as TV. With over 72 million page views generated for the tournament up from 55 million last year, a clear reason indicated by users to opt for online over television was the ability to multi-tas on the computer.
The tournament, which was streamed live by Times Internet Limited (TIL), the official digital partner of IPL in partnership with YouTube, saw page views for India going up 79 per cent over last season at 43 million, up from the previous year number of 24 million. The final match of the tournament alone generated over five million page views – the highest single-day viewership for the tournament.
TIL CEO Rishi Khiani said: “Our approach to IPL was focused on providing a high quality viewing experience and maximizing audience reach through TIL’s network strength and distribution partnerships. Our efforts around product innovation and quality continuously paid off with increased audience loyalty, strong value to advertisers and brand associations with the tournament.”