A recent survey conducted by YouGov among urban residents of India revealed that 46% of Indian sports fans, based in urban areas, still prefer TV to consume sports content. The study also found that 41% of Indian sports fans prefer “online live video streaming” to watch sports content.
The survey was conducted simultaneously in various other regions of Asia, Europe, the Pacific, and North America. It revealed that TV remained the top choice for watching sports globally, with 51% among the “engaged sports fans,” a term used in the survey to refer to respondents who have been regularly tracking a particular sport in the past 30 days.
In India, where cricket is the most-watched sport, the study noted that 46% of Indian fans based in urban localities watch cricket on TV, while 39% prefer live online video streaming. Additionally, 36% said they also use video streaming services to watch live cricket.
These survey findings coincide with the ongoing Indian Premier League (IPL), a franchise-themed cricket league that garners massive viewership. This year, the matches are being streamed for free on JioCinema, a streaming platform that achieved a record-high concurrent viewership of 2.5 crore during the Chennai Super Kings vs. Gujarat Titans playoff match on May 23.
According to the YouGov study, around 19% of sports fans globally have subscribed to streaming services for exclusive cricket content. The numbers are considerably higher for soccer, with 51%, followed by basketball at 25%, and tennis at 21%.
Overall, the study found that social media was one of the top sources for Indian sports fans to consume sports content, with 47% of respondents relying on it, followed by 42% who tuned into television sets.