ZEE's deep distribution strategy enables DP World ILT20 most-watched League

ZEE Entertainment Enterprises Limited, India's content and entertainment powerhouse, has achieved a remarkable feat in the ongoing season of the DP World ILT20. On the back of the company’s extensive deep distribution strategy, the league has successfully surpassed all expectations and become the world’s second most-watched T20 league. It has garnered an astounding viewership of over 161 million in India in the first 18 matches, with 57% of the audience being under the age of 30. An absolute family entertainment; the league has so far attracted 46% reach from women audience  who tuned in to their favorite ZEE’s 10 linear channels to experience the exhilarating cricketing action live from various venues across UAE.

This milestone underscores the extensive reach and influence of ZEE Entertainment across the nation. DP World ILT20 has achieved an impressive 57% of the audience belonging to the affluent NCCS AB category during the first 18 matches of the ongoing season.

The T20 league is evolving into a wholesome family entertainment with the increasing popularity of the format among women. Following a distinctive strategy, ZEE Entertainment has been focusing on a wide array of audiences such as women, millennial and Gen-Z viewers as well as premium audience cohorts. On the back of this, DP World ILT20 has 46% of viewership contribution from female audiences.

The franchise-style tournament with six teams and 34 matches, is currently being played across the UAE. The league’s six franchise teams include Abu Dhabi Knight Riders (Kolkata Knight Riders), Desert Vipers (Lancer Capital), Dubai Capitals (GMR), Gulf Giants (Adani Sportsline), MI Emirates (Reliance Industries), and Sharjah Warriors (Capri Global). Some of the world’s most prominent cricket stars playing in the Season 2, including David Warner, Dasun Shanaka, Rahmanullah Gurbaz, Sam Billings, David Willey, Sunil Narine, Andre Russell, Alex Hales, Rovman Powell, Shimron Hetmyer, James Vince, Ambati Rayudu, Corey Anderson, Dwayne Bravo, Trent Boult, Chris Woakes and Martin Guptill.

Cricket fans can watch this only-global T20 league on Zee’s most widely distributed and viewed 10 linear TV channels: &Pictures, &Pictures HD, Zee Cinema HD, Zee Anmol Cinema, Zee Zest, Zee Ganga, Zee Cinemalu HD, &Flix, &Flix HD and Zee Zest HD and leading OTT platform ZEE5. All single header matches will be broadcast Live at 8 PM India prime time. The afternoon match on the double-header’s day will start at 4 PM.