JioStar Bets on Regional IPL Viewership as Fans Move Beyond Hindi and English
What Happened
JioStar said IPL viewership is becoming increasingly regional, with Kannada, Telugu and Tamil feeds recording strong growth during IPL 2026. The Telugu feed saw the highest growth in digital watch time at 30%, while Kannada and Telugu feed reach rose 30% and 23% respectively. To capitalize on this trend, the company launched Beyond Boundaries, allowing brands to advertise through regional-language cricket feeds and related programming.
Key Takeaways
Regional-language cricket coverage is emerging as a major advertising opportunity, as more viewers prefer consuming IPL content in their native languages rather than Hindi or English.