The event reveals how cricket is evolving from a stay sports activities property right into a broader leisure ecosystem, with cricketers more and more rising as mainstream leisure personalities. With greater than 950 million followers, cricket stays India’s hottest sport and one of many largest content material drivers throughout tv and streaming platforms.
Google has partnered with former England cricketer Kevin Pietersen for a 90-episode sequence. Pietersen, who runs the YouTube channel The Swap | Kevin Pietersen, will use the video-sharing platform’s international attain of greater than 2.7 billion month-to-month lively customers together with Google Gemini instruments to create and improve content material.
The rise in non-live cricket consumption can also be fuelling creator-led codecs, response movies, evaluation reveals and behind-the-scenes programming.
ZEE5 has launched Cricket Darbar, a Hindi weekly present streaming on its Free5 providing, which incorporates free entry to tv reveals, movies, Ok-dramas, internet sequence, information and kids’s programming.
“Cricket fandom right now speaks a language of its personal, formed by memes, banter and real-time reactions that deliver followers nearer to the sport and to one another,” stated Kartik Mahadev, chief advertising and marketing officer at Zee Leisure Enterprises.
Sony Footage Networks India is making ready to launch a present that includes cricketer Rohit Sharma as a part of a broader entertainment-led initiative throughout Sony Leisure Tv and Sony LIV.Additionally Learn: Rohit Sharma set for leisure debut on Sony platforms
Nachiket Pantvaidya, chief content material officer at Sony Footage Networks India, stated the partnership with Rohit Sharma brings collectively cricket and leisure to succeed in audiences throughout codecs and platforms, whereas additionally creating alternatives to construct engagement past stay sports activities content material.
“Cricket in India has advanced from a sport right into a content material ecosystem,” stated Uday Mohan, chief working officer at Havas Media India. “Unique programming, celebrity-driven codecs and behind-the-scenes storytelling are extending cricket’s cultural footprint throughout twelve months, creating high-affinity audiences that manufacturers can interact with way more contextually and repeatedly.”
Cricket-related video views on YouTube India jumped from round 50 billion as of mid-2024 to almost 190 billion in 2025, highlighting rising demand for highlights, evaluation, creator-led reveals and fan conversations exterior stay matches.
The surge in digital consumption is reshaping platform methods.
Streaming platform Netflix lately partnered with IPL franchises Mumbai Indians and Sunrisers Hyderabad as an official leisure associate, launching campaigns that includes gamers from each groups.
