Report on Shemaroo

India-Australia tour doubles up viewership on SonyLIV

The tournament has led to 5X growth in subs.


KOLKATA: The India tour of Australia is underway and is making waves in a cricket-worshipping nation such as ours. Post a rough start, the Men in Blue are back to winning ways and have garnered a remarkable response on SonyLIV. 

The high-octane tournament has more than doubled up viewership on SonyLIV, coupled with five times rise in daily average subscriptions on the platform. With simultaneous streams across English, Hindi, Tamil and Telugu, 50 per cent of viewership have flowed in from Hindi and regional languages feeds for the event so far. 

Advertisers have also reacted with great interest, with as many as over 70 brands coming on board for the cricketing event. With brands like Winzo and McDowell’s No.1 Soda being brought in as co-powered sponsors, the platform has locked in businesses across categories like insurance, banking, gaming, tourism, electronics, FMCGs and more. Some of these sponsors are Proctor & Gamble, Lenovo, Seagram’s Royal Stag Packaged Drinking Water, Association of Mutual Funds of India, IIFL amongst others. Additionally, advertisers like Apple, Castrol, Horlicks, Dell, Vimal Elaichi, RBI, SBI Mutual Funds, Berger Paints, ICICI Pru Life & Mutual Funds, Australia Tourism, Acko General Insurance, and more have also come forward to advocate their support for the ongoing India Tour of Australia. 

"The India tour of Australia has opened to a thunderous response from the audience and advertisers alike. Riding on the increase in viewership, we are expecting a 50-60 per cent revenue growth on the platform over the last series. We are already sold out for ODIs and T20s and have only 15-20 per cent inventory left for the Test matches. Cricket has always been a major consumption driver for us, and we hope to see the reactions spiralling in the upcoming matches of the tour," SonyLIV digital business ad sales revenue head Ranjana Mangla commented. 

After registering their first win of the tour in the third ODI, Team India will now look to dominate in the T20I matches. The T20I will be followed by the much-awaited four Test matches for the Border-Gavaskar Trophy. 

Latest Reads

Mitron turns one: Vernacular, monetisation to be key focus areas

KOLKATA: In last June, a number of short video platforms stepped into the limelight after the Indian government’s unceremonious ban on popular Chinese-origin app, TikTok. After riding on the initial wave of fame, these homegrown apps have now started solidifying their business models. This comes at...

iWorld Over The Top Services
Twitter introduces new features for more interactive Cricket Season

KOLKATA: Microblogging site Twitter has added a couple of new features to create a more interactive experience for the platform’s users this cricket season for. Among the new features, Spaces, the social media giant’s new Clubhouse like feature, has generated a great deal of buzz among Tweeple.

iWorld Social Media
Vi kicks off online gaming tournament for IPL 2021 viewers

KOLKATA: With India Premier League (IPL) kicking in, the tournament’s associate media sponsor Vi has rolled out an engaging initiative based on the popular game concept Play Along’ i.e. play while you watch the live T20 league. One can play solo or with friends every day during the upcoming matches...

iWorld Telecom
IPL 2021: Short video app Roposo & Glance partner with CSK

MUMBAI: InMobi-owned short video app Roposo and lock screen content platform Glance have partnered with Indian Premier League team Chennai Super Kings (CSK) as its official lock screen partner and official short video app partner, respectively. The team will be live-streaming special shows on...

iWorld Over The Top Services
Chingari strikes music licensing deal with Koinage Records

NEW DELHI: To make its presence felt in the world of new age music, Indian short video app Chingari has announced its collaboration with popular music label Koinage Records. Under the licensing deal, all the released and upcoming tracks of the record label will be now available to Chingari users to...

iWorld Over The Top Services
Edtech newbie Practically sets 1 million users as next milestone

KOLKATA: 2020 has broken all the barriers for edtech players in India, especially the start-ups. With educational institutes being shut for most of the year, a number of new players have gained momentum in their growth journey. Investment by venture capital (VC) in e-learning firms has quadrupled...

iWorld Over The Top Services
Crime thrillers can take Indian entertainment global: writer-creator Piyush Jha

MUMBAI: Post the Covid2019 outbreak, the Indian entertainment industry witnessed revolutionary changes as OTT platforms gained massive popularity among audiences. OTT originals which were primarily confined to western countries landed on Indian shores, and this inevitable change motivated many...

iWorld Over The Top Services
Transition from print to digital is inevitable in comic industry: CBAM summit

NEW DELHI: The comic book industry is a well-recognised part of Indian popular culture, having produced many familiar cultural icons like Suppandi, Chacha Chaudhary, Tenali Raman, Detective Moochhwala, Shikkari Shambhu, Mayavi, and Akbar-Birbal. The industry was at its peak during the late 1980s...

iWorld Over The Top Services
Telugu OTT Aha fosters female entrepreneurs with ‘Women In Focus’ initiative

KOLKATA: Taking a leaf out of their upcoming women-centric original web series 11th Hour, Telugu OTT platform Aha has partnered with We Hub – India’s first state-led incubator for women entrepreneurs backed by the government in Telangana – to kickstart aha X We Hub: Women In Focus initiative that...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required