Whalesbook
TV Ratings Tumble
IPL 2026's television broadcast is seeing a sharp decline. Data from BARC India and TAM Sports reveals linear TV ratings have dropped 18.8% compared to last year. Average viewership has plummeted by 26%, reaching 7.84 million viewers, and unique viewers are down 8.3%.
Viewer Habits Shift
This drop is linked to a wider shift by viewers towards digital streaming and Connected TV (CTV). Although people are still watching, they are spending less time on traditional television. This indicates a changing way sports are consumed, with short-form digital content also grabbing audience attention.
Advertisers Pull Back
Advertising on IPL TV broadcasts has also slowed significantly. The number of brands advertising dropped 31%, from over 65 last year to about 45. Around 44 brands left the broadcast, with only 24 new ones joining, suggesting a less appealing TV ad market. Restrictions on e-gaming companies, previously big advertisers, also play a role in this decline.
Digital Watch Time Soars
The digital side for IPL 2026 is booming. JioStar reported a combined digital reach of 515 million viewers during the opening weekend alone. Total watch time surged to 32.6 billion minutes, showing a clear acceleration in how people are consuming sports through streaming.
Future Media Rights Concerns
These different trends create a complex situation for the Board of Control for Cricket in India (BCCI) and media rights holders. Even though the IPL's overall value is still high, declining TV numbers could make future media rights negotiations after 2027 more difficult. Digital platforms are expected to secure a larger share of these deals.