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    STUMP VISION                                                             APRIL 10, 2026    |  The Indian Eye 46

                                                                      IPL 2026

            Season opens to record viewership, cements

              dominance as India’s biggest sports brand

            Explosive start to the season underlines IPL’s growing power across TV and digital platforms

            OUR BUREAU
            Mumbai
                  he opening weekend of the Indian Premier
                  League  2026  has  once  again  demonstrated
            Twhy the tournament remains the most power-
            ful force in Indian sport, setting new benchmarks in
            audience reach, engagement and commercial value
            across television and digital platforms.
                According  to  official  figures,  the  first  two
            matches of the season delivered a combined reach
            of over 515 million viewers across linear TV and
            digital streaming via Star Sports Network and Jio-
            Hotstar. The surge was driven by thrilling on-field
            action, including two successful 200-plus run chases
            that kept audiences hooked till the final overs.
                The high-octane contests translated into deep
            engagement,  with  viewers  clocking  a  staggering
            32.6 billion minutes of watch-time — a 26 percent
            increase compared to the opening weekend of the
            previous season. The numbers reflect not just the
            IPL’s scale, but its ability to consistently grow audi-
            ence intensity year after year.
                Television, often seen as losing ground to digi-
            tal, made a strong statement. The first two matches   What sets the IPL apart is its ability to function simultaneously as a sporting contest, a broadcast spectacle
            recorded a 24 percent growth in Television Rating                          and a commercial ecosystem (ANI photo)
            Points (TVR) compared to previous seasons, rein-
            forcing the enduring appeal of the big screen experi-  importance as a marketing platform. The ability to   seeing it as a cultural moment with unmatched reach.
            ence. At the same time, digital consumption surged,   merge the reach of television with the interactivity   Bisleri International, for instance, has extended its
            with Connected TV (CTV) reach rising by 30 per-  of digital has created what he described as a “truly   role as the Official Hydration Partner with multiple
            cent  and  peak  concurrency  jumping  61  percent,   immersive and personalised experience for fans.”  franchises, including Delhi Capitals, Punjab Kings,
            highlighting how the league is successfully blending   From  a  governance  perspective,  the  league’s   Sunrisers Hyderabad, Rajasthan Royals and Royal
            traditional and new-age viewing habits.      administrators see the numbers as validation of a   Challengers Bengaluru.
                This dual-platform dominance is at the heart of   long-term strategy focused on innovation and com-  Such partnerships underline the IPL’s position
            IPL’s evolution into a media powerhouse. By lever-  petitiveness. Board of Control for Cricket in India   as one of the most attractive sports marketing plat-
            aging both broadcast and streaming ecosystems, the   (BCCI) officials noted that the IPL’s growth is not   forms globally. With integrated campaigns spanning
            league has created a hybrid consumption model that   just about scale, but also about the quality of en-  on-ground activations, retail and digital storytelling,
            maximises reach while deepening engagement.  gagement across platforms.                    brands  are  leveraging  the  tournament  to  connect
                A key driver of this growth has been innovation   Arun Singh Dhumal, chairman of the IPL, em-  with millions of consumers in real time.
            in how the game is presented. The introduction of   phasised that the strong start reflects how the com-  What sets the IPL apart is its ability to function si-
            differentiated viewing feeds — particularly a Hin-  bination of high-quality cricket and enhanced view-  multaneously as a sporting contest, a broadcast spec-
            di-language CTV experience featuring former stars   ing experiences continues to resonate with fans. He   tacle and a commercial ecosystem. Each season builds
            like Ravichandran Ashwin, Suresh Raina, Harbha-  pointed out that the league has consistently pushed   on the last, expanding its audience base while deep-
            jan Singh, Virender Sehwag and Irfan Pathan — has   boundaries, setting new standards not just in sport   ening fan loyalty through innovation and storytelling.
            added a fresh layer to the viewing experience. Com-  but in fan engagement globally.          The opening weekend of IPL 2026 has set the
            bining  expert  insights  with  an  interactive  “watch-  BCCI  Honorary  Secretary  Devajit  Saikia   tone for what could be its biggest season yet. With
            along”  format,  the  offering  has  made  broadcasts   echoed this sentiment, noting that the IPL’s success   record-breaking numbers across both television and
            more immersive and personalised, particularly for   lies in its ability to evolve with a “modern, diverse au-  digital, the league has reinforced its status not just as
            younger, digital-first audiences.            dience” while staying true to the essence of the game.   India’s premier cricket tournament, but as a global
                For broadcasters and advertisers, the IPL re-  This balance between tradition and innovation has   benchmark in sports entertainment.
            mains unmatched in delivering scale and impact. Is-  been  central  to  the  league’s  sustained  popularity.  As the season progresses, the challenge will not
            han Chatterjee, CEO of Sports at JioStar, highlight-  Beyond viewership, the IPL’s brand strength is   just be to sustain these numbers, but to push them
            ed that the tournament continues to provide “real   also reflected in its commercial partnerships. Com-  even further — something the IPL has shown, year
            brand outcomes at scale,” underlining the league’s   panies continue to invest heavily in the tournament,   after year, it is uniquely equipped to do.

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