57% prefer watching IPL on cable/DTH, Axis My India Survey

Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues.

The April report reveals that the enthusiasm for IPL is expected to increase further, with both TV & mobile contributing to viewership.

Some key findings :-

• Consumption of media (TV, Internet, Radio etc.) has increased for 19% of the families, which is the same as last month and reflects a dip by 3% from April’22. The overall, net score is at 0 this month. Media viewership has increased more in urban areas (21%) and among males (20%) while it is only 17% among females. In addition, media consumption is more among 18-25 YO which (29%) as compared to older age groups.
• The survey further deep dived to understand citizens’ sentiments towards the 16th edition of Indian Premier League. 42% would watch IPL this season, out of this 19% would watch all the matches whereas 22% would only watch matches where their ‘favourite’ teams will play or critical matches like eliminators and finals. About 26% of youngsters (18-25YO) wants to watch all the matches as compared to older age group highlighting their younger spirit and interest in IPL. In addition, male viewers and urban areas show more interest in watching the tournament.
• Further investigating sentiments, the study discovered that 57% would watch the matches only on cable/DTH Television sets while 30% will watch it only on mobile – Jio Cinema. 8% said they would watch on both TV and mobile. 3% plans to watch the tournament physically from the stadium. About 32% from rural areas show more interest in watching IPL on mobile given the free telecast of IPL matches. Middle age groups, of 26-50 YO would prefer watching more on television than younger age groups.

BCS Buerau