STAR India’s online video streaming platform Hotstar has more than double its reach (unique viewers) for IPL in the past one year. For all the games played until the play-offs (between April 9 and May 22), 80 million people used the service, compared with 35 million a year ago.
The cash-richtournament came under STAR India’s digital ambit in 2014 when it was made available on . Last year, Hotstar was introduced, helping viewers see the tournament on the new app.
The network seems to be on track to achieve the target of reaching100 million IPL viewers this year. “We have seen the adoption of Hotstar as primary screen increase significantly among the urban affluent youth. At 80 million (unique) viewers before the play-offs, I expect the platform to add another 15 to 20 million in reach over the last leg of the tournament,” says Ajit Mohan, CEO, Hotstar, STAR India.
Total IPL watch time on the app has gone up by 60 per cent over 2015. The key to increasing the reach, according to Mohan, lies in the data-rich experience. Additionally, the application streams live scorecard and analysis before and after the match, as well as between the innings..