WPL has contributed towards a more inclusive & diverse cricketing landscape

IPL has woven a tapestry of fierce rivalries, unwavering loyalties, and star-studded performances, thereby transcending the boundaries of just being a cricket tournament into becoming a cultural phenomenon. From the inaugural season to the present day, the league has seen a steady rise in viewership numbers, both in terms of television ratings and digital streaming.

The Women's Premier League (WPL) has further contributed towards a more inclusive and diverse cricketing landscape, with an increased representation resonating with its viewers. The IPL’s viewership dynamics is shaped by the enduring allegiances towards cities and the magnetic pull of iconic players.

In this article, we delve into the metamorphosis of IPL viewership, tracing the evolution of viewer segments based on loyalties towards cities and players, while also outlining strategies for IPL team management to bolster viewership and increasing their fanbase.

Synchronize conducted an extensive study to understand the viewership preferences and patterns, thus arriving at distinct segments. The study involved a qualitative exploration of the reasons for team support, along with a quantitative assessment of the existing viewer segments, both for WPL and IPL.

The study identified 3 key variables that defined viewer segments:

1. Watch the WPL / IPL because of my favourite team
2. Watch the WPL / IPL because of my favourite player
3. Watch more / less than 3 WPL / IPL matches in a week

Firstly, let’s look at the viewer segments for WPL

• More than a third of WPL viewers (35%) do not yet have a favourite team nor a favourite player.
• About a fourth of WPL viewers (26%) have a favourite team but not a favourite player.
• Only 20% of WPL viewers have a favourite player, but they do not yet have a favourite team.
• WPL viewers who already have a favourite team and a favourite player are the least at 19%.

This segmentation depicts the life cycle of any newly launched league. For the inaugural season of WPL there was a buzz amongst the followers (due to the T20 WC) which led them to see some matches (irrespective of team or player). Due to the superlative performances, the fans started watching more matches. As the season progressed, City supporting started increasing, followed by favourite player support. It will be interesting to see how this pans out in the 2024 season.

Next, we look at the IPL viewer segments.

In its 16^th season, the IPL (contrary to WPL)

• A third of IPL viewers (33%) have a favourite team AND a favourite player.
• Only 19% of IPL viewers do not have a favourite team nor a favourite player.

Further analysis to understand match viewing patterns revealed that match viewing was a matter of time availability and not attitude. Hence, the variable was merged, resulting in 4 distinct segments.

Viewers who follow their favorite team AND player form the majority of any established league. They know all stats of the players / city by rote. Then there are those who are beyond all the stats … who follow leagues for the sake of the sport and do not have any favorites. The IPL teams too have (due to their performance as well as the player combinations) their own share of these viewers.

City Culture

For many fans, supporting their home team is a matter of pride and identity, ingrained deeply in the fabric of their regional culture. The fierce rivalries between teams add an extra layer of excitement to matches, driving up viewership numbers, especially during high-profile encounters.

From the pulsating streets of Mumbai to the vibrant alleys of Chennai, the IPL is intrinsically linked with the identities of its host cities. The IPL has effectively tapped into the city-based rivalry, turning matchups like MI vs CSK, or RCB vs KKR into high-stakes encounters that garner massive viewership.

Moreover, the emergence of new cities and regions as cricketing hubs has expanded the IPL's reach and fan base. Cities like Pune, Ahmedabad, and Lucknow have witnessed a surge in cricketing interest, and as a result, the league has been able to attract viewers from diverse geographical locations, thereby diversifying its viewer base.

The presence of a WPL team from the same city as their IPL team also fosters a sense of local pride and unity among fans. It provides an additional avenue for fans to showcase their support for their city's cricketing talent, regardless of gender. This strengthens the bond between fans and their city's cricketing identity, contributing to a deeper sense of community spirit.

Player Power

Beyond the realm of cities, the IPL is synonymous with the cult of cricketing personalities. As the IPL progressed, the focus gradually shifted towards individual players. The league has been graced by some of the biggest names in international cricket, who not only possess exceptional cricketing talent but also have a massive fan following. Their on-field exploits and off-field persona have captured the imagination of fans.

Star players like Virat Kohli, MS Dhoni, Rohit Sharma, transcended team loyalties. A few other players like David Warner, Chris Gayle, and AB de Villiers even prevailed nationalities, attracting a vast fan base irrespective of the franchise they represented. This phenomenon led to the emergence of a new segment of viewers who tuned in primarily to watch their favourite players in action, regardless of the team they played for.

Moreover, the IPL's emphasis on nurturing young talent and providing a platform for domestic players to showcase their skills has also resonated with viewers, further enhancing the league's appeal. So, even if Assam doesn’t have a team, it has a Riyan Parag to root for. Umran Malik is a success story from Kashmir.

Cities, Players, and Fans – the holy trinity of the IPL

In an era defined by digital disruption and shifting consumer preferences, IPL team management must adopt a multi-faceted approach to bolster viewership. Some key strategies include:

Community Engagement: Teams should actively engage with their local communities through grassroots initiatives, fan events, and social media outreach. Building a strong sense of belonging among fans can help foster long-term loyalty towards the team. MI already has an initiative on these lines called ‘One Family’

Player Branding: Creating engaging content around players, showcasing their off-field interests, and involving them in promotional activities can help humanize the team and forge a stronger emotional bond with fans.

Enhanced Fan Experience: Teams should strive to enhance the overall fan experience both inside the stadium and through digital platforms. Providing exclusive behind-the-scenes access, interactive fan zones, and immersive content can make the IPL experience more memorable for viewers. RCB runs a series called RCB Insider’ on their social media channels.

Community Viewing: Team can organise an event where fans can watch IPL matches on a large screen in a large playground or an open area within their own cites. A similar event called the ‘Fan Park’ was earlier organised by the IPL committee to promote cricket in the remote areas of India.

Diversification of Content: In addition to live matches, teams should explore avenues for diversifying their content offerings, such as podcasts, documentaries, and interactive games. This can help maintain fan engagement throughout the year and cater to different segments of the audience. RCB has earlier launched a related campaign called ‘#PlayBold Challenges’

Grassroots Initiatives: Engaging with local communities through grassroots cricket programs, school outreach initiatives, and fan clubs can cultivate a new generation of supporters and expand the team's reach beyond traditional fan bases. ‘Whistle Podu Army’ is one such campaign run by CSK.

Conclusion

The word ‘evolving’ seems to be a tad weak considering the pace at which the IPL is growing. As the league enters its next phase of growth, it is imperative for team management to adapt to changing viewer preferences and focus on building a strong and loyal fan base. The evolution of IPL viewership reflects the dynamic interplay between city loyalties, player charisma, and evolving fan preferences. By embracing digital innovation, enhancing fan engagement, and nurturing talent, IPL team management can unlock new avenues for growth and cement the league's position as a global sporting powerhouse.

By tapping into the growing popularity of women's cricket, the IPL can attract sponsors, advertisers, and broadcasters who are eager to reach a diverse audience base. This broader market reach not only boosts the financial prospects of the IPL but also strengthens its position as a global cricketing powerhouse.

As the IPL continues to evolve, the interplay between city and player loyalties will remain central to its viewership dynamics. By understanding the shifting preferences of fans and embracing innovative strategies, IPL team management can unlock new avenues for growth and cement the league's status as a global sporting phenomenon. From fostering community engagement to leveraging player brands, the key to increasing viewership lies in building enduring connections that transcend the boundaries of the cricket field.