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IPL 2026: Regional Feeds Score Big Audience Growth
6 Oct
Summary
- Kannada, Telugu, and Tamil cricket feeds saw significant growth during IPL 2026.
- JioStar launched 'Beyond Boundaries' to boost advertiser partnerships with regional content.
- Telugu's digital watch time share grew by 30%, marking the highest increase.
During the TATA IPL 2026 season, cricket viewership in India demonstrated a significant shift towards regional languages. Kannada, Telugu, and Tamil language feeds experienced robust growth, indicating a growing audience preference beyond Hindi and English commentary. JioStar reported a 30% year-on-year increase in reach for the Kannada feed, with Telugu and Tamil feeds growing by 23% and 12%, respectively.
To capitalize on this trend, JioStar introduced 'Beyond Boundaries,' a new initiative designed to forge stronger advertiser partnerships by integrating them with regional-language live cricket broadcasts and associated programming. This move aims to leverage the increasing engagement with localized sports content. The Telugu feed notably achieved the highest digital watch time growth at 30% among these regional languages.
The 'Beyond Boundaries' initiative and the success of regional feeds highlight a broader evolution in how Indian audiences consume cricket. By offering market-specific commentary featuring local experts and former players, alongside tailored pre- and post-match shows, JioStar effectively connected with diverse fan bases across different regions, fostering deeper engagement and providing brands with unique market penetration opportunities.
