Mumbai: Star India Network has reported that it is on track to breach 400 million viewers’ mark on TV, for the fourth year in a row. The tournament so far has garnered 380* million viewers until match 35, 12* million higher than IPL 2020 at the same stage. The TV viewer aggregation is higher than the last three editions of the tournament, since 2018.

The second phase of IPL 2021 got off to a brisk start with viewer engagement levels also being at a healthy average of 32 per cent** on a per match basis – at par with IPL 2020, according to Star Sports.

“We are proud to have delivered IPL to over 380 million viewers for the fourth time in a row,” said a spokesperson from Star Sports. “The last two occasions have been special as we navigated unprecedented circumstances and overcame challenges in bringing IPL to fans in the comfort of their homes.”

Star India has adopted a strategy of regionalisation and customer segmentation, whereby the tournament is presented in eight different languages to cater to viewers in different states and regions and two additional customised match-feeds to cater to specific consumer segments.

The broadcaster has also created a slate of programming around the tournament including BYJU’s Cricket Live, Cricket Countdown and Game Plan. There are also a roster of franchise shows such as Knight Club (Kolkata Knight Riders), Inside RCB (Royal Challengers Bangalore), The Super Kings Show (Chennai Super Kings), MITV (Mumbai Indians) and Ye Hai Nayi Dilli (Delhi Capitals). The consumption of IPL 2021 including Star Sports’ pre-match programming stands at 242 billion minutes.

(*On 2+U+R basis for TV only figures - first 35 matches; ** On M15+AB Urban for TV only - first 35 matches) [Source: Barc India]