Non-live IPL content contributes incremental 144 million in reach

Star India's efforts at expanding the non-live content around the IPL this year has helped rope in viewers on free-to-air channels, where live content is not available

The Vivo Indian Premier League (IPL) has attracted audiences not only for the live matches but also for non-live content. According to Broadcast Audience Research Council of India (BARC) data obtained from Star India, the surround shows and highlights around the IPL have contributed to 144 million in incremental reach in this year's telecast. Reach refers to the number of (unique) individuals who have seen the tournament for one minute at least.

The combined reach of live matches, highlights and surround shows since the start of the league amounts to 520 million, 26.82 per cent higher than 2017’s combined reach