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ESPN bets big on apps for India

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MUMBAI: With increasing preference for sports on digital platforms, ESPN is working towards tapping this demand with more content.

The broadcaster, which has been present here for over quarter of a century, owns two digital properties -- ESPNcricinfo, a cricket content platform, and a co-branded multi-sport content offering ESPN.in, with its joint venture partner Sony Pictures Networks India that was launched 15 months earlier.

For ESPN, digital video consumption has been growing at 150 per cent, while mobile video demand has been growing even more dramatically, at a rate as high as 350 per cent.

"We believe that India is a mobile-first market and data confirms that. Almost 78 per cent of all our traffic is either on the mobile web or the app. We also believe that, over time, people are shifting from mobile web towards apps," ESPN International executive vice-president and managing director Russell Wolff has said.

He said the company has been producing more videos for mobile and digital platforms, given the growing interest in digital content.

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