The ongoing India-Australia ODI (one day international ) series was off to a flying start in terms of viewership as 12 million unique viewers streamed the match on Hotstar, Star India’s digital platform across 71 overs.
The big live streaming traction strengthens the argument that digital is the future of broadcast medium. This also justifies to a major extend the massive surge on Indian Premier League digital rights – Facebook had committed INR 3,900 crore on its failed bid for the IPL digital rights’ 2018-2022 five-year cycle. Hotstar in 2015 had got the same rights for INR 302.2 crore for three years.
Digital is the future say market pundits, now. “Digital is the tomorrow. Everything is going digital and converging on the smartphone. When you are in office, or college, or sadly even in school, mediums such as Hotstar work the best. It no more confines your cricket-viewing passion to indoors. Once, the five-minute time lapse clause for the digital streaming is done away with, expect digital gain further traction,” says Harish Bijoor, brand expert and founder, Harish Bijoor Consults Inc.
There has been a certain and consistent growth in the cricket viewership on digital platforms. 4G spectrum with rapid decline in data charges were the game changers and the IPL viewership on Hotstar has jumped from 41 million in 2015 to 130 million two seasons later. Expect, unprecedented numbers in Season 11 as the “acceptance to content viewership on Internet” has now reached the stage of a “need to watch content on Internet”.
Hirend Pandit, COO at SE TransStadia, a sports Infra firm is quoted by exchange4media as saying: “To me, it’s the dual screen syndrome, it’s the chance to watch the match even while you’re not in front of the TV set. We saw the numbers for IPL’s digital rights soar in the recent auctions and this online viewership pie for cricket especially on mobile will only continue to grow. These big numbers pouring in are testimony to that.”
The match also created a tremendous buzz on Star Sports 1 and Star Sports 3 across the nation. During the course of the match between 1 pm and 10 pm on Sunday, 94.1% of the total sports viewership on television tuned into the Star Sports 1 and Star Sports 3.
Maharashtra contributed a maximum of 13.1% to this viewership data. Mumbai with 25.2% share topped the table for metros. Data analysis by the Bengaluru-based media technology firm Zapr reveal, Uttar Pradesh with 11.1% viewers was at number two, followed by Tamil Nadu (8.3%).
According to Bengaluru-based media tech company Zapr, the match on September 17 saw maximum viewership from Maharashtra with a 13.1 per cent share followed closely by Uttar Pradesh with 11.1 per cent and Tamil Nadu with 8.3 per cent.
On the match day, 94.1 per cent of sports channel viewers tuned into Star Sports 1 and Star Sports 3 between 1 pm – 10 pm.
When it comes to metros, Mumbai claimed the highest viewership share of 25.2 per cent, followed by southern cities, Bangalore (15.6 per cent) and Chennai (14.6 per cent).
“TV Analytics at Zapr Media Labs reveal that viewership for the Ind vs Aus ODI match was well distributed across different parts of the country, with states like Maharashtra, Uttar Pradesh, Tamil Nadu, Gujarat and Andhra Pradesh claiming top spots,” says Aditya Kulkarni- VP Data Insights, Zapr Media Labs.