Digital tops TV in IPL 2025 viewership: JioStar-MPA report
Digital platforms outpaced television in viewership during the 2025 edition of the Indian Premier League (IPL), according to
JioStar
's report 'TATA
IPL
2025: A Year of Firsts', released in partnership with Media Partners Asia (MPA) at the APOS conference in Bali.
The report highlights a key shift in audience behaviour, with digital reach recorded at 652 million—higher than the 537 million viewers on television.
The final match alone attracted 426 million viewers across platforms, with 237 million tuning in via digital and 189 million on TV. In total, the tournament reached 1.19 billion people, driven by strong digital adoption, enhanced features, and wider regional access.
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'This IPL, not only have we reached a billion viewers across platforms, we have also managed to make this IPL the most monetised edition of the event and also the most monetised sporting event ever in India across advertising and subscription revenue,' said Sanjog Gupta, CEO – Sports & Live Experiences, JioStar.
JioHotstar, the digital platform carrying IPL matches, reported growth to 300 million subscribers and over 1.04 billion Android app downloads. Peak concurrency reached 55.2 million, with a total of 514 billion minutes of viewing time across the tournament.
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Explaining JioStar's approach to digital viewing, Gupta said, 'Our premise around sport is don't look to serve many fans as one but look to serve almost each fan as many, and what that means is every fan at different points of time and on different devices and in different modes of consumption will consume your content differently. So can you create infinite hyper-personalised journeys for each and every fan instead of serving one streaming experience to all—and that's the core tenet of the platform.'
Women made up 47% of the TV audience on Star Sports, and regional language viewership saw significant growth. Telugu feed consumption rose by 87%, Tamil by 52%, Kannada by 65%, Hindi by 31%, Bengali by 34%, and Haryanvi by 47%.
The report also noted strong engagement on social platforms, with 3.83 billion interactions recorded. On mobile, 44% of viewers took part in the interactive play-along game 'Jeeto Dhan Dhana Dhan', while many accessed features such as MaxView 3.0, multi-angle cameras, and voice-assisted search on Connected TVs.
Accessibility and technological innovation were also part of JioStar's offering. Viewers had access to AI-generated match highlights, real-time commentary translations, Indian Sign Language interpretation, and audio descriptive commentary for the visually impaired.
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Gupta added: 'Our mission wasn't to incrementally change the landscape—it was to completely shift the way consumers perceive paying for content and also over a period of time, attribute value to the entertainment needs they have.'
He described JioStar's goal as building 'a platform with infinite consumer journeys by creating a user experience which is inclusive, intuitive, interactive, and immersive.'
Commercially, IPL 2025 attracted over 425 advertisers, including 270 new entrants across 40 categories. Thirty-two brands used third-party tools such as Nielsen to track campaign performance.
Gupta noted, 'India's growing influence in sport is nothing but a reflection of India's growing significance on the global stage, driven by a strong consumption-oriented economy.'
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