Record-breaking Viewership for 2023 IPL and the Role of Technology in Sports Broadcasting Unveiled by Viacom18 CEO
In a groundbreaking revelation, Viacom18 CEO Anil Jayaraj disclosed that the 2023 edition of the Indian Premier League (IPL) has set a new record with an astounding 449 million overall viewers, including a noteworthy 120 million connected TV consumers. Speaking at the RCB Innovation Lab’s Leaders Meet India in Bengaluru last month, Jayaraj emphasized that artificial intelligence (AI) and digital technology are poised to steer the future of sports broadcasting in India.
“The scale of IPL is unparalleled globally. To reach 120 million users on connected TV in the first year, considering the expected paid TV universe of around 100 million, is quite remarkable. Technology, particularly AI, will play a pivotal role in transforming the digital landscape,” remarked Jayaraj.
The Viacom18 CEO also shed light on the remarkable interest garnered by the Women’s Premier League (WPL) among viewers, advertisers, and investors. He highlighted the exceptional production quality by the Board of Control for Cricket in India (BCCI) and noted the unique opportunity for advertisers to target a diverse demographic.
While discussing the dominance of cricket in the Indian sports market, Jayaraj expressed optimism about a potential shift with the upcoming 2024 Paris Olympics. “India is predominantly an advertising market, with 92 out of the top 100 broadcast or stream programs being cricket-related. The Olympics could be a game-changer, showcasing a variety of sports and hopefully boosting India’s overall sports viewership,” he remarked.
Jayaraj acknowledged that Indian sports viewing habits are predominantly live, with 99% of viewership online, while just 1% revolves around highlights, non-live content, and documentaries. Despite this, he predicted a surge in the popularity of sports documentaries and docu-series in India over the next four to five years.
The Viacom18 CEO concluded by expressing optimism about India’s performance in the upcoming Olympics, anticipating it to be the country’s best-ever showing and a potential catalyst for changing the sports broadcasting narrative in India.
