The Roaring Sporting 20s India Leads the Way in Innovation and Engagement
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The 20,000 Foot View: Touted as the home of the next billion online consumers, India’s rapid adoption of digital media services has been driven by the explosion in smartphone adoption over the last few years. While per capita smartphone penetration still significantly lags behind developed markets, India’s billion population means that it now has the second largest global smartphone user base after China. In a sports-obsessed country, much of the attention of this vast mobile audience is now being captured by both established traditional sports and newly emerging digitally-native esports and fantasy leagues. Where India goes, the rest of the world is likely to follow as the imminent D-Day for sports rights changes the dynamics of revenue versus reach. Global sports engagement in the is likely to be heavily shaped by what emerges in the Indian market over the coming years.
Key Insights
- India is as a sporting nation, with performing across different international sports of cricket like kabaddi, motorsports, chess etc.
- Cricket’s continuous has played a huge part making the sport the phenomenon it is, and Star India’s of the India Premier League rights has turbocharged its OTT Hotstar
- Star India peak viewership of million for 2019 IPL final on Hotstar, compared to the million viewership 2018
- Following the Cricket World Cup semi-final between and New Zealand, Hotstar holds world record for largest concurrent streaming audience at million
- In a that lives and swears by there is now no way watch it without paying
- Hotstar is in over languages, emphasising the of the Indian market – live sport is able to through
- Fantasy sports rising fast in popularity, with fantasy league growing its player from million users in 2015 over million in 2020
- A rapidly esports ecosystem is rising on back of the explosion in activity
- India offers glimpse into sports’ digital future low margins but vastly enlarged
Companies and brands mentioned in this report: Airtel, Century Fox, Star India, Disney+, Vivo Indian Premier League, Dream Indian Premier League, Jio, Reliance, IMG, BAARC, Hotstar, Pro Kabaddi League, Disney, Star Sports, Sony Pictures Network, SonyLiv, JioTV, AirtelTV, IMG Reliance, Indian Super League, WWE, English Premier League, Redmi, OPPO, Vivo, Micromax, Reliance Industries, Vodafone, ZeeTV,