The cup runneth over

BRANDS ARE PADDING UP THIS IPL SEASON WITH HUMOUR, NOSTALGIA AND MICRO-CREATIVES

- KARTIKAY KASHYAP

According to Google, nearly 90% of sports fans use a second screen while watching live matches, turning mobile devices into the centre of real-time engagement.

According to Comscore data, nearly 90% of IPL streaming consumption during the 2025 season occured via mobile, with 62% of that audience falling within the 18 to 34 age range.

Over a 10-week run, the 2025 season clocked 1.19 billion viewers across TV and digital, cementing the league’s position as one of the largest sporting events globally.