Is the Future of Television in the Hands of Streaming Services? Exploring the Impact of Jio's Free IPL Broadcast

The ongoing Indian Premier League (IPL) cricket matches have undoubtedly captured the attention of audiences, but it hasn't dulled the enthusiasm for movies and TV shows.

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Despite the T20 matches being streamed for free on Jio Cinema, entertainment-focused platforms have not seen a significant drop in viewership and engagement. According to the Broadcast Audience Research Council (BARC), JioCinema has recorded over 12 billion views and 148 billion minutes of watch time, up 42% from the same period last season after 29 matches.

GIF source GrowNxt Digital

Although some streaming platforms have seen a decrease of 25-30% in engagement due to the IPL, recent movie releases like SonyLIV's original Family Aaj Kal and Amar Singh Chamkila on Netflix have managed to hold their own against this popular annual event.

Industry experts suggest that as platforms evolve, user loyalty deepens, and OTT platforms offer engaging content, steady viewership during events like the IPL is possible. However, the IPL coinciding with election season this year has proven to be an additional challenge for advertising and promotion of shows, with limited opportunities for brands to advertise. Despite this, the impact of the IPL on OTT platforms is not as severe as it is on television, where prime-time viewing takes a significant hit.