By BestMediaInfo Bureau

Last year saw India's biggest cricket tournament become free to watch online for the first time, opening the floodgates of opportunity for marketers. Previously confined to television screens, the Indian Premier League (IPL) is now available on every mobile device with millions tuning in to watch the Chennai Super Kings' stunning victory last year. For marketers, the smartphone represents a chance to connect with audiences wherever they are and their eyes firmly on the latest match score.

In 2023, 32 million people watched the IPL on the official OTT platform, beating the previous record of 25.3 million in 2019. Remarkably, more than 80% of these viewers watched the matches on their mobiles.

The IPL is perhaps the most failsafe way to capture the attention and engagement of a large portion of the Indian population. As a sport capable of generating heights of joy and despair across the nation, cricket has carved a huge space in the applications market, with many sport-focused apps engaging mobile fans daily.

The effect of the IPL is evident in users' mobile behaviour. For example, session lengths on news apps increased from 8.62 minutes to 9.63 minutes during the IPL. Streaming platforms, meanwhile, saw their average session length increase from 20.24 minutes to 32.48 minutes during the annual tournament.

Read Full Story https://bestmediainfo.com/special/guest-times/why-mobile-is-giving-tv-a-run-for-marketers-money-this-cricket-season-4507729