IPL 2023: Could Connected TV come out as the most valued player?

While the IPL matches are still playing out and we are far from seeing which team will come out on top, viewership data is already coming in and it’s clear that Connected TV is leading the innings. According to various reports, the first 10 matches of India’s tent pole TV extravaganza have seen a massive surge in digital viewership.

And while it could be argued that India’s mobile-first market dynamics mean a large chunk of these numbers are being driven by views on personal devices, industry insiders are enthused about the ripple effect of digital exposure to a market in which data, devices and definition (ultra, high or otherwise) are increasingly cheaper and better.

Cricket is the great unifier in India, whether it comes to time spent on screens or families spending time together and discussing future prospects, tweets, likes, dislikes, and more. With Jio's freemium offers and the generally low cost of CTV, devices may tempt many consumers to upgrade their existing TV sets to CTVs to enjoy the IPL and other content offerings on these devices.

Rohan Mehta, CEO, Kinnect, believes that the Indian Premier League could prove instrumental in driving the sales of Connected TV devices in India.  “Brands can leverage this opportunity by creating targeted marketing campaigns that highlight the benefits of CTVs, such as access to a wide range of content, a high-quality viewing experience, and easy connectivity with other devices. They can also offer bundled deals with their products or services, such as a discount on a CTV when purchased with a broadband plan or a mobile phone.”

There has been a clear demarcation of OTT players in India since the advent of this nascent industry.

“Either you have players like Netflix or an Amazon Prime that cater to upper middle and affluent class and have a SVOD model or players like MX Player, Alt Balaji etc which ride on cheap subscription or AVOD. Sony and Zee5 tried to bridge the gap by bringing shows which cater to masses and replicate the success of the television space but are yet to see significant success,” points out Sidharth Singh, Co-Founder at CupShup.

“Jio has smelled blood and brilliantly brought IPL for free to the masses. With this, Jio is positioning itself as the mass adopter that this space clearly lacked. Especially with a tadka of vernacular commentary, the audience is lapping it up. For the middle class, a major barrier has been broken. They can now stream the matches on their handsets and are actually dreaming about breaking the second barrier and final frontier, i.e., bringing the CTV and watching the match unfold on the bigger screen,” he adds.

Mehta adds that brands can concentrate on providing a seamless user experience with their CTV devices to achieve consumer stickiness. This includes user-friendly user interfaces, customised recommendations, and seamless device integration. To analyse consumer behaviour and preferences and adjust their services accordingly, brands can also use data analytics and user insights.

Rajiv Rajagopal, National Head- Client Development, Finecast India (GroupM), speaking previously to e4m, had asserted that sporting events like IPL and the World Cup would further boost the demand for CTV. “We are estimating a 47% CAGR on CTV ad spends in the next five years.”

Rajgopal notes that to drive more linear TV consumers to CTV in India, brands and advertisers should focus on “creating exclusive content that can only be accessed through CTV, as well as targeted ads that appeal to the specific interests and demographics of CTV viewers. Additionally, it's important to make it easy for consumers to access CTV content, whether through dedicated apps or other channels.”

Mitesh Kothari, Co-founder and Chief Creative Officer, White Rivers Media, observes that Connected TV is a fast growing component in the entertainment sector that gives users access to global content without any long or irrelevant breaks, and with an unmatched TV viewing experience with the entire family.

“CTV marketing requires close integration of product and brand with the content itself for catching eyeballs without being a hindrance in the viewing experience. The correct strategization and approach can help us build a superior quality of audience base for our brands,” he adds.

Philip Xia, CEO, TCL, says the Indian audience has witnessed a significant upsurge in the adoption of CTV in the recent past with various factors further accelerating the trend.  “With the massive viewership and engagement generated by IPL, the stage is set for a revolution in the way Indians consume video content. The convergence of these two behemoths has the potential to address the key challenges that have hindered the growth of CTV in India.”

Siddharth Devnani, Co-Founder and Director, SoCheers says the potential for CTV’s growth due to IPL is from fans who are on cable/DTH without Disney Star’s channels or audience who are keen on getting a new TV to watch IPL but are not keen on a cable/DTH subscription.

“These cohorts are much smaller than the scale of IPL, the reach of TV and Jio’s aspirations. So, in my opinion, the growth of CTV is excellent and will continue to be, irrespective of Jio’s free offering around IPL. Thus, keeping CTV in mind while devising campaigns would be a smart move for brands, especially while planning a TV-only or a digital-only campaign. Premium and urban audiences are already better targeted on Disney+Hotstar and others. CTV will be the one that takes a growing share of budgets across brands in the months to come.”

Mehta says in summary, the IPL can drive CTV sales in India. “Brands can leverage this opportunity by creating targeted marketing campaigns, offering bundled deals, delivering a seamless user experience, and creating exclusive content to ensure consumer stickiness.”