Mumbai: Low intent to download the app through WPL coupled with several functional issues and the overarching preference to consume live sports on TV makes the struggle real for Jio Cinema.  

With just a couple of days left for TATA IPL to begin, the Official Streaming App Jio Cinema is facing a massive struggle to get audiences to download their mobile app. According to app analytics company DATA.AI, despite the Women’s Premier League and launch of IPL promos, the install-base of Jio Cinema is restricted to a mere 90 million just a week before IPL begins. The app has witnessed only 6% increase in install-base through Women’s T20 tournament between 3rd and 18th March, which also includes the widespread promotion of the Jio Cinema promos for IPL. To add to that, social media platforms have witnessed huge backlash from viewers as the Jio Cinema app malfunctioned through the WPL with issues ranging from the crashing of the app to freezing of ads leading to viewers missing live action.

Commenting on the current state of Jio Cinema leading up to IPL, an industry expert said, “The claim of reaching 500 million on digital this year on IPL seems far-fetched to say the least. Their install-base just a handful of days before IPL is struggling and there have been several issues with the functioning of the app throughout WPL. IPL on digital is behind the 8 ball as it stands, and a lot of ground would have to be covered to salvage the situation.”

There has been significantly low demand for Jio Cinema and mobile viewing of live cricket as audiences continue to choose TV as their outright preference. Audience intent to download Jio Cinema in the runup to IPL too has been underwhelming with app downloads restricted to merely 0.4 million per day a week before IPL adding to the existing 91 million install-base. Even if this rate of downloads doubles through the duration of IPL, Jio Cinema’s install-base would be restricted below 150 million, a scale merely a fraction of TV.