Himanka Das, CEO, Vizeum, media planning and buying firm from the stable of Dentsu Aegis Network, said: “As most households still have one TV set, the remote resides with the home-maker who prefers her daily dose of soaps instead of cricket. This is also a reason why video streaming platforms like Hotstar are able to find a sizeable share of customers. Also, as long as there isn’t any overlap between timing of IPL matches (which are held either in the afternoon or at 8 pm), and new shows, viewers will continue to watch different kinds of content.”
As per Star TV data, a total of 371 million viewers tuned in to watch the Vivo Indian Premier League (IPL) during the first week between April 7 and 13. This includes viewership across the 10 channels of Star India, as well as Hotstar. The total viewership on television stood at 288.4 million as per data released by TV audience measurement agency Barc (Barc 2+U+R), while 82.4 million viewers watched the games on Hotstar.
Many channels launched their new shows in Hindi GEC segment without fearing the IPL rage. But despite this, the popularity of IPL still remains strong among viewers. Overall viewership of the tournament across all platforms — TV (in-home and out-of-home) and digital (Hotstar) in the third week among urban audiences was 30% higher than the comparable number of matches last year, claims Star India. The tournament has reached 476 million viewers across screens across India so far.
Jehil Thakkar, partner and leader (media and entertainment), Deloitte India, said: “It’s like having something than nothing. Also, new shows do tend to build some kind of excitement around GECs, which otherwise could see a huge drop in viewership despite a few tent-pole shows. Every channel has two-three marquee programmes.”