As the 18th season of the Indian Premier League (IPL) commenced on March 22, the cricketing world witnessed a significant shift in India’s media landscape. The IPL, often referred to as the “mother of all cricket leagues,” is now broadcast under a monumental merger valued at Rs 70,352 crore, combining Reliance’s Viacom18 and Disney’s Star India into a single powerhouse. This consolidation has resulted in a unified IPL broadcast experience, now available on JioStar for television viewers and JioHotstar for digital audiences, marking a new era of media dominance.
The IPL has evolved into more than just a cricket tournament; it’s a cultural phenomenon that captivates millions of fans across India for over two months each year. In a recent discussion on the first episode of Bombay Sport Exchange (BSE), JioStar Sports CEO Sanjog Gupta shared insights into the league’s growth and future ambitions. “Since 2018, when we acquired the IPL rights for Star, television viewership has grown by nearly 40%,” Gupta stated, highlighting the league’s robust growth despite its already established status.
Gupta emphasized the IPL’s potential for further expansion, stating, “The property always had the immense potential to reach unprecedented heights. This market has immense headroom for growth if you’re willing to reimagine the possibilities.” He added that JioStar’s goal is to continue this growth trajectory and aim to reach a billion viewers in the upcoming IPL 2025 season.
JioStar’s strategy for IPL 2025 involves engaging a billion people across various platforms, including linear TV, mobile screens, and connected devices. “We want to engage with a billion people across all our platforms, through our extensive programming and hyper-personalized experiences,” Gupta explained. This ambitious target follows the merger’s impact, allowing JioStar to leverage its expansive network to reach a broader audience.
The IPL rights have seen significant financial investments over the years. Star Sports initially acquired the rights in 2018 for Rs 16,347.50 crore for five seasons. In 2022, Disney Star retained the linear TV broadcast rights for the 2023-27 cycle at a cost of Rs 23,575 crore, while Viacom18 secured the digital rights for Rs 23,758 crore, marking the first time digital rights were valued higher than linear TV rights.
Despite the rise in digital consumption, Gupta stressed the continued importance of television. “Our ambition for growth on our linear platform, Star Sports, is just as ambitious as our digital goals. However, the potential for growth on digital platforms is significantly higher due to the sheer number of screens available,” he noted. Gupta also pointed out the potential for growth in living room devices, with only about 150-260 million of India’s 250-270 million households currently equipped with such devices.
JioStar’s plans for IPL 2025 are comprehensive, featuring a panel of 170 experts, including cricket legends and celebrities, and offering over 25 feeds in 12 languages to cater to diverse audiences.
Beyond the IPL, cricket’s biggest rivalries continue to drive engagement. Gupta highlighted the Border-Gavaskar Trophy, which set multiple viewership records during the 2024-25 season. He noted that the intensity of the India-Australia contest, rather than the format itself, was a key factor in its success. “The India-Australia rivalry comes second only to the India-Pakistan rivalry in terms of cricketing significance,” Gupta remarked, underscoring the cultural and historical importance of these matches.
For more insights into JioStar’s vision for IPL and the future of cricket broadcasting, watch the full episode of Bombay Sport Exchange featuring Sanjog Gupta in conversation with K Shriniwas Rao, Head of Content (Sports) at Times Internet.