Lalit Modi Predicts IPL Doubles in Three Years on OTT Shift
IPL founder Lalit Modi predicts the cricket league will double in size within three years, driven by a significant shift of viewers from traditional television to OTT platforms. He specifically highlights the critical need for improved audience measurement systems for streaming services to accurately track viewer behavior and engagement, contrasting it with traditional TV metrics.
Key Takeaways
- Lalit Modi predicts the IPL will double its size in the next three years.
- Modi cites a significant viewer shift from traditional TV to digital platforms as the primary growth driver, noting most content consumption occurs on mobile devices.
- He argues that traditional TV ratings no longer reflect actual viewership, stating "Television is a dumb box."
- Modi highlights the necessity for better OTT metrics, as current systems lack precise rating information despite offering more exact viewer behavior data.
Why It Matters
Lalit Modi's prediction underscores the ongoing migration of major sports media rights to streaming, particularly in high-growth markets like India. The direct correlation between IPL's projected growth and OTT adoption signals significant opportunities for advertisers and platforms able to capture these audiences. However, the call for improved digital audience measurement highlights a persistent challenge for the industry: accurately quantifying streaming engagement to justify investment. Watch for new data partnerships or standardized metrics that can provide a clearer picture of value in OTT sports broadcasting.
Read full article at thestatesman.com
Enjoy our coverage?
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source