Rivals this year, formidable duo in 2025 - JioCinema & Star’s combined IPL potential

The Indian Premier League has been capturing a major share of the digital viewership in the last few years, even as TV viewership has remained strong. However, in the 2024 edition of the tournament, the opening day of IPL 2024 saw a 51% jump in viewership on Viacom18-owned JioCinema, garnering more than 111 million viewers. Meanwhile, Disney Star reported the highest-ever TV viewership of 168 million on Star Sports channels.

This is the second year of the five-year media rights cycle till 2027 that was won by Disney Star, Viacom18 and Times Internet. Viacom18 shelled out Rs 23,758 crore for the digital rights.

The merger between Reliance and Disney in India’s sports broadcasting sector marks a significant shift. Merging Star Sports’ established presence with JioCinema’s extensive digital footprint has resulted in a formidable entity poised to secure a substantial market share.

However, even as the merger deal gets completed in a few months, IPL 2024 is seeing an intense battle between JioCinema and Star Sports as they shore up the advertiser and viewership counts. From 2025 onwards, the two will join as a formidable force in sports broadcasting landscape of the country, expected to command and control the ad scenario.

Speaking on the impact that the JioCinema and Star Sports joint venture will have on the viewership rate, Mehul Gupta, Co-Founder & CEO, SoCheers, said, “Jio entering the picture has made the competition interesting. The viewership is expected to increase with the dual broadcasting rights. While JioCinema’s free access will attract new viewers on the mobile screen, Star Sports’ existing legacy is expected to retain its viewers.”

With shared rights, Abhinav Kaushik, President, FCB India, is expecting a dramatic increase in screen time as more people discover the content on offer. This surge isn’t just a hope; it is a guaranteed outcome. This is a new chapter in how people consume content, a time where accessibility meets quality for a completely redefined viewing experience.”

According to a recent analysis by Cricbuzz, Reliance is poised to become the frontrunner in cricket broadcasting, positioning JioCinema as the main destination for top tournaments. Concurrently, Disney’s Star Sports will maintain its stronghold on TV coverage, facilitating an effortless cross-platform viewing experience for enthusiasts.

On the possibility of achieving a dominant position in the market even with separate broadcasters, Mehul Gupta stated, “Primarily both broadcasters cater to a varied set of audiences, with Star Sports catering to the traditional TV audience and JioCinema to a mobile-first audience. It will be interesting to see how it turns out at the end of IPL.”

Abhinav Kaushik explained, “This move presents exciting opportunities for advertisers. Imagine reaching over 35% of India’s TV viewers and a whopping 45% of the premium VOD market! That’s an unparalleled level of audience access. They need to ensure high-quality content, affordability, and cater to diverse viewer preferences. If they achieve this, a dominant position is possible, but it won’t come without continued innovation and audience focus.”

Commenting on strategies for broadcasters to increase platform viewership through targeted initiatives, Mehul Gupta said, “JioCinema has an advantage of being mobile-first, which enables them to widen their audience base by providing content and live commentary in many regional languages and highlighting the ease of use with minimal login barriers. They’ve extended features like multi-camera viewing experiences, which gives people some unique ways to watch the match. On the other hand, Star Sports can facilitate viewers with superior viewing experience, high-quality AV, enhanced match coverage, and exclusive BTS, highlights, and funny scenarios.”

Abhinav Kaushik noted, “They can leverage Star Sports’ brand legacy and JioCinema’s data insights to personalize recommendations and targeted advertising. Interactive features on JioCinema, like in-match polls and gamification, can further boost engagement. Additionally, co-produced exclusive content accessible on both platforms can incentivize subscriptions across both audiences.”

On the potential benefits for JioCinema and Star Sports from their collaboration, including expanded audience reach and enhanced engagement, Mehul Gupta pointed out, “The collaboration will widen JioCinema’s audience reach due to free access to watch IPL. A whole new set of potential and young audiences scouting for such content on mobile devices. The rich data acquired from this could be beneficial in keeping their audiences engaged and enhance user experience. Star Sports will continue enjoying its market position as a premium cricket broadcaster while retaining its traditional TV viewers.”

Abhinav Kaushik said that JioCinema will gain a massive content library and Star Sports’ expertise in sports broadcasting. This elevates their platform and attracts a broader audience. While Star Sports benefits from Jio’s vast subscriber base and its reach in untapped demographics. “It’s a symbiotic relationship that strengthens both platforms,” he added.

Regarding the impact on subscription rates and user retention for both platforms during the IPL season due to the partnership, Mehul Gupta noted, “Subscription rates for Star Sports might be stable with a focus on providing premium experiences to its viewers. JioCinema, being free for mobile viewers, may implement several engagement strategies and content to prioritize retention and tapping potential subscribers.”

According to Abhinav Kaushik, a rise in subscriptions for both platforms can be anticipated as viewers seek dual access. To retain users, offering exclusive content beyond live matches, like behind-the-scenes features, match highlights, and interactive experiences. Bundled subscription plans with attractive pricing can further incentivize long-term commitment.

In view of potential innovations or unique offerings from the joint venture that could differentiate them from other broadcasters or streaming services, Mehul Gupta said, “Both the broadcasters are competing against each other, this underlying collaboration may open doors for innovations in the media landscape. Merged data analytics enables both to offer personalized recommendations and unified ad packages could attract advertisers seeking a broader IPL audience.”

Abhinav Kaushik concluded by saying, “New features like synchronized viewing across platforms, allowing families or friends to connect virtually while watching the game, should be leveraged. Additionally, developing interactive features like real-time analytics overlays or personalized player stats, creating a more immersive viewing experience.”