The first edition of the Indian Premier League was played in 2008. The official broadcast package for the inaugural tournament was a partnership between Sony Pictures Networks and World Sport Group. Their 10-year contract was worth over $1 billion, and it was believed the IPL would go public in 2012 but that did not happen.
1. Star India and Disney Merger
In 2015 it was announced that Star India had acquired the rights to the IPL from 2018 to 2023. The contract was worth more than double that of the initial television rights deal in 2008 and was signed for $2.55 billion. Star India broadcast IPL matches live on Hotstar but in 2020, The Walt Disney Company acquired 21st Century Fox and Hotstar was changed to Disney+ Hotstar.
Come 2023, the broadcast rights changed hands again and with a merger involving Disney+, they lost over 2 million subscribers, most of which were in India. So, from the perspective of the broadcaster, losing the IPL was a huge blow to Disney+ as they lost a significant number of subscribers, but what was the impact on the IPL?
Going by the viewing figures alone, the post-Disney+ era started with a bang: the 2023 IPL final set a record for the most concurrent viewers of a live streaming event, peaking at over 32 million viewers. That spike in engagement also turbocharged interest in betting around the league, with fans increasingly turning to the top IPL betting sites in India to follow odds, live markets, and in-play action linked to the tournament.
2. Digital Takes Over
Before we look more closely at the viewing figures in the post-Disney+ era, the numbers for the media rights up until 2027 is phenomenal. The current media package between 2023 and 2027 is worth a staggering $6.2 billion. Interestingly, the deal for the rights to show the IPL digitally cost more than the deal for the television rights. It is the first time that has happened in the IPL. JioCinema announced they would show some IPL games for free and enjoyed over 400 million viewers as a result, meaning both fans and sponsors benefited from the new broadcast deal. The 2025 IPL generated over $800 million in advertising revenue as businesses could bid on advertising packages knowing they would be seen by hundreds of millions of people.
3. Disney’s Role
So, it quickly becomes apparent how the IPL has benefitted following the Disney+ era. With the new media rights deal including some free-to-air games, it has attracted a bigger audience. Some of those who watched free live streaming have turned into paying customers. With more people watching the IPL, sponsors are more active and willing to pay the IPL more money to advertise at the ground, on team shirts, and on television/live streaming platforms.
Disney+ attracted viewers thanks to the IPL and that is clearly demonstrated by the number of subscribers they lost following the JioCinema and Disney+ Hotstar merger. Disney+ has certainly played a role in the development of IPL live streaming and the successful product of today.
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