Disney Star, the official television broadcaster of IPL 2023, has witnessed a growth in regional viewership of the marquee tournament.
As per the network, the Hindi Speaking Markets (HSM) have recorded the highest viewership in IPL history with 20.4 crore fans tuning in for the first 10 matches, 29.5% increase in comparison to the last edition. (Source: All BARC data for 2+ U+R- for Live Broadcast including PPL on Disney Star Network)
They company added that HSM also clocked 4,380 crore minutes of watch time, 25% increase in comparison to last year. Significant centres for growth in HSM markets are UP, Bihar, MP, Delhi, Rajasthan, Maharashtra, Punjab, and Haryana.
Apart from HSM, the South markets have also witnessed a growth of 21% compared to the last edition, with AP/Telangana witnessing a 33% consumption growth and Karnataka recording a 30% growth, clocking 680 crore minutes for the first 10 matches, highest ever consumption (other than covid years) in IPL history.
A Star Sports spokesperson said, “We are thrilled with the response we have received for our regional feeds. The Hindi speaking market has broken all viewership records to register the highest ever reach for the first 10 games in the history of IPL. Our feeds have been designed to bring fans closer to the game and provide an engaging experience. We have created surround programming for each language, keeping their unique culture in mind and this has helped us connect with fans in different parts of the country and provide them with an experience that is tailored to their needs.”
Star Sports roped in actor Ranveer Singh as its brand ambassador and 'sutradhaar' for the IPL. Singh is involved in creating a stream of content which brings alive narratives from the marquee tournament.
The Hindi feed boasts former cricketers as experts - such as Sunil Gavaskar, Virender Sehwag, Irfan Pathan, Mohammad Kaif, and more.
Additionally, there’s an exclusive association with Rajasthan Royals and Punjab Kings for their new shows ‘Halla Bol’ and ‘Chak De’, which as per the network has increased consumption by 53% in Rajasthan, and 37% in Punjab and Haryana.
Similarly, Star Sports has witnessed a growth of 58% in consumption in UP by delivering engaging surround programming through an exclusive association with KL Rahul for ‘Stars on Star’ and Lucknow Super Giants for a new show ‘LSG Junction’ along with LIVE telecast of select IPL 2023 matches on Star Utsav Movies (FTA) channel to drive sampling and conversions to Star Sports.
The network further stated that the increase in consumption for the South Markets can be attributed to the region-specific themes and in-house experts like Gundappa Vishwanath, MSK Prasad, K Srikkanth, L Balaji, S Badrinath, Murali Vijay and S Sreesanth, among others.
The launch of Star Sports Telugu HD along with the association with actor Nandamuri Balakrishna - has helped fans in AP/Telangana markets to connect further with the tournament.
Disney Star clocked 6230 crore minutes of watch time for the opening 10 matches with a cumulative reach of 30.7 crore viewers for the first 10 matches, both of which are the 2nd highest across IPL History*.