Over 60% of advertisers were first-timers in Tata IPL 2025: Report

JioStar, in collaboration with Media Partners Asia (MPA), has released a comprehensive report titled 'Tata IPL 2025: A Year of Firsts' . The report outlines the milestones and innovations that made this year’s edition of the Indian Premier League (IPL) one of the most successful in the tournament’s history.

The report details how Tata IPL 2025 delivered record-breaking reach and viewership across platforms, while also debuting several features in fan engagement, advertising, and technology. JioStar, the official broadcaster, reported significant growth in digital and linear consumption, aided by a user-focused design approach and a diversified set of viewing formats and languages.

Key metrics 

The report cites a total reach of 1.19 billion, with 537 million viewers on television and 652 million on digital platforms, marking the largest reach for an IPL season to date. Other key figures include:

• 426 million total reach for the final match (189 million on TV and 237 million on digital)

• 300 million JioHotstar subscribers and 1.04 billion Android app downloads

• 55.2 million peak concurrency

• 235 million viewers reached via Connected TV

• 417 million viewers reached via mobile phones

• 840 billion total minutes of watch-time

• 129 million viewers watched on Star Sports HD

• 47% of Star Sports viewers were women

In terms of user engagement, the report highlights that MaxView 3.0, a vertical-viewing feature, was used by 30% of mobile viewers. Regional language feeds saw substantial year-on-year growth: Hindi (+31%), Telugu (+87%), Tamil (+52%), Kannada (+65%), Bengali (+34%), and Haryanvi (+47%). The broadcaster also recorded 3.83 billion social interactions and noted that 44% of mobile viewers engaged with the 'Jeeto Dhan Dhana Dhan' play-along game.

Advertising and brand integration

The 2025 edition also witnessed substantial growth in advertising participation, with over 425 advertisers involved, including 270 first-time participants. These advertisers represented more than 40 unique categories. Nielsen's third-party measurement tools were used by 32 brands across nine product categories, including both established companies and emerging brands.

Viewer experience features 

Multi-Cam in 16:9: Viewers could switch between camera angles such as Batter Cam, Bowler Cam, and Stump Cam within the JioHotstar app

360°/VR Streaming: Fans accessed immersive viewing through their mobile phones or VR headsets like JioDive

MaxView 3.0: Provided a vertical format where users could swipe up for key moments or sideways for alternative angles

Voice-Assisted Search on Connected TVs: Enabled hands-free browsing using voice commands

Free Ad-supported Streaming TV (FAST): Introduced IPL-focused channels delivering continuous content without subscription fees

AI-Powered Match Highlights: Enabled auto-generation of match summaries shortly after live games

Live AI Translations: Made expert commentary accessible in multiple languages through real-time translation

Audio Descriptive Commentary: Catered to visually impaired audiences

Indian Sign Language Interpretation: Included for live match coverage

“TATA IPL 2025 was a season where the lines between sport, storytelling, and shared experiences truly blurred. It wasn’t just about broadcasting matches – it was where creativity, culture and commerce converged, with fan connections at the heart of it all,” said Sanjog Gupta, CEO – Sports & Live Experiences, JioStar. “At JioStar, we set out to make every screen feel personal, every interaction meaningful, and every moment unforgettable. From deep consumer journeys to a rich spectrum of viewing experiences, this was a celebration of fandom in all its forms. The real success of the IPL isn’t measured in numbers, but in the moments that moved millions.”

JioStar’s report presents IPL 2025 as an example of how technology, audience engagement, and content distribution can be integrated across platforms. The season is cited as a reference point for evolving approaches to sports broadcasting.