The founder of the Indian Premier League, Lalit Modi, dismisses concerns over declining TV ratings, emphasizing the IPL’s evolution into a vast digital entertainment platform. Modi criticizes the focus on traditional TV viewership, highlighting the IPL’s transition to a multi-screen, multi-platform ecosystem. He explains that the audience has not diminished but shifted to various platforms in line with changing sports consumption trends globally.
Modi underscores that evaluating a digital-first sports property like the IPL solely based on TV ratings is outdated, comparing it to measuring the internet through newspaper circulation. He refutes claims of IPL viewership decline, attributing the changes to a broader shift towards OTT platforms, mobile devices, and connected TVs. Modi asserts that the IPL’s audience has expanded across platforms, surpassing 1.06 billion viewers even before the playoffs in 2026.
Addressing criticisms of IPL viewership, Modi points out the oversight of broader changes in sports broadcasting, with audiences increasingly embracing OTT platforms and connected TVs. He notes the rise in connected TV concurrency and watch time, emphasizing the audience’s transition to upgraded screens rather than abandonment. Modi draws parallels with other major sports leagues experiencing similar digital transformations, attributing the IPL’s pronounced shift to India’s mobile-first digital landscape.
Modi highlights the shift towards digital advertising platforms over traditional TV, citing increased advertiser demand and rising connected TV ad prices. He predicts record watch time levels across all platforms and stresses the importance of measuring modern sports success through cumulative reach, engagement depth, and cross-platform influence. Modi envisions the IPL’s future success based on metrics beyond single-screen TV ratings, positioning it as a global leader in sports entertainment.
