Gen Z is watching IPL on JioCinema, says Axis My India survey

The latest findings of the India Consumer Sentiment Index (CSI) by Axis My India, has revealed that JioCinema is the preferred mode of watching IPL for 18-25 year old individuals. This year, about one-third of this age group prefers to watch IPL on JioCinema.

The survey was carried out with a sample size of 10,206 people across 35 states and UTs. 64% belonged to rural India, while 36% belonged to urban counterparts.

The survey illustrates that the younger demographic prefers watching IPL on JioCinema, while cable/DTH television sets are the favoured mode of viewing for the middle-aged population.

Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India, said “Today's media landscape is evolving at a rapid pace, and our survey results highlight some intriguing trends that businesses and marketers should take note of. From a growing appetite for environmentally conscious products among young consumers, to the increasing popularity of mobile viewing during events like the IPL, to the rising interest in AI tools like ChatGPT, there are plenty of insights here for stakeholders across a range of industries. By paying attention to these shifts in consumer behavior, businesses can position themselves for success in the months and years ahead."

On Thursday, JioCinema announced its record breaking 1300 CR+ video views in the first five weeks of IPL. Given the increasing popularity of the platform, the average time spent per viewer per match has touched 60 minutes. IPL has also reached twice the number of viewers on Connected TV than that on HD TV.

The number of advertisers on JioCinema who have signed up is also a new record as is the revenue booked, both significantly higher than last year on digital. The list of brands joining the digital bandwagon is expected to grow further.

JioCinema's dominance in IPL viewership among Gen Z highlights the platform's growing popularity and confirms the shift in the media landscape towards digital platforms.