Indian cricket team’s tour of Australia has been historic in more ways than the maiden Test series win for an Asian team Down Under and the first triumph for the Men in Blue in a bilateral series against the Kangaroos on their soil.
The tour that involved three T20 internationals, four Tests and three-match one-day international series has created a digital viewership record for Indian cricket team’s overseas tours. The LIVE streaming of the matches on SonyLiv has accumulated over 300% more viewers than India’s tour of England last year, and over 350% higher than the Kohli & Co.’s tour of South Africa.
“Digital is becoming the first choice for the young audience as nearly half of the viewers were 24 years. But the more gratifying fact is that because of better connectivity, millennials across tier II and III are also able to watch the matches,” Sony Pictures Network India digital business head Uday Sodhi told business daily Economic Times.
According to data published by Economic Times, SonyLIV has recorded 50 million audience for the live streaming of the India-Australia ODI, Test and T20I series. The numbers were 30 million for India’s tour of England and 25 million when India played in South Africa earlier last year. There is a close to a three-fold rise in the gross “watch time” over the previous two overseas tours of India.
The high-quality matches, early morning telecast hours, engaging competition, better connectivity and deep data penetration are credited as the growth drivers for the live cricket content on digital platforms.
Among the 50 million audience for the India-Australia series on SonyLIV, major 90% were male and the female cricket fans accounted for only 10%. The digital has been the preferred medium of choice for the youth as 45% of the total SonyLIV content consumers for the series Down Under were in the 18-24 age group.
The Virat Kohli-led Indians have now reached New Zealand for the five-ODI and three T20 international series. The One-Day International matches on Star Sports network channels and Hotstar will start from 7.30 am. The ODI series starts at Napier on Wednesday.