Whalesbook
Cricket Content Moves Beyond Live Games
Indian media companies are turning cricket into more than just live games, creating a broad entertainment business. They're investing in original shows, creator content, and behind-the-scenes looks to keep fans engaged all year and find new ways to make money, moving past just game days. Digital video views for cricket content on YouTube in India have surged from about 50 billion in mid-2024 to nearly 190 billion by 2025. This rise fuels demand for reaction videos, analysis, and fan stories outside of live matches.
Key Players Invest in New Cricket Shows
Major companies are leading this shift. Google is working with former England cricketer Kevin Pietersen on a 90-episode series, using its Gemini tools for content. ZEE5 launched 'Cricket Darbar,' a weekly Hindi show on its free tier, to meet demand for specialized cricket content. Sony Pictures Networks India is planning a show with cricketer Rohit Sharma, linking cricket to broader entertainment. Netflix has also partnered with IPL teams Mumbai Indians and Sunrisers Hyderabad as an official entertainment partner, further integrating cricket into digital entertainment.
Why This Growth Makes Sense: India's Digital Market
This trend is happening as India's digital media and entertainment market expands rapidly. The overall market was valued at roughly INR 2.78 trillion (US$32 billion) in 2025, with digital ads making up 63% of total ad revenue and growing at 26%. The streaming (OTT) market alone is expected to grow significantly by 2035. Digital media is now the biggest part of this industry, earning INR 1.11 trillion in 2025. Cheap smartphones and data plans mean more people are online (over 700 million internet users in India by late 2025). This digital-first habit, especially in sports where 90% of Indian fans use digital platforms, creates a perfect environment for strategies focused on non-live content.
Tapping into India's Passion for Cricket
Moving to year-round cricket entertainment isn't just about keeping fans interested; it's a smart way to tap into the huge 'cricket passion economy.' Since live sports rights are getting very expensive, media companies are finding new ways to earn money by creating content that has high profit margins and lasts a long time. This approach keeps cricket relevant culturally all year, building lasting fan loyalty that brands can use for ongoing, relevant engagement, rather than just sponsoring live games. While live cricket viewership is still huge—803 million people watched sports on TV in 2023, with 98% being cricket—this extra content offers ongoing chances to make money. The Indian sports economy itself surpassed $2 billion in 2025, with media spending being the largest part. Digital advertising in sports grew 24% that year, showing advertisers are following fans to digital platforms. This makes non-live content a key part of their advertising plans.
Challenges Ahead for Cricket Content
However, there are risks. Too much cricket content could lead to audiences getting tired of it. As more platforms and creators compete for attention, the cost to attract and keep viewers might increase. Also, while many new ideas are innovative, it's not yet clear if they will be profitable long-term. The high costs of talent and production must be balanced against revenue. Brands are increasingly looking for clear results and return on investment, which could affect content that's only focused on engagement if it doesn't lead to direct sales. Competition from other entertainment types also means capturing audience attention is tough. Relying heavily on big names like Kevin Pietersen and Rohit Sharma also carries risks if their personal brands face issues or they become unavailable. The high cost of IPL digital rights in 2022 shows how competitive the market is. If these new content formats don't bring in enough advertising or subscription money, they could end up being costly projects rather than profitable ventures for media companies.