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JioStar’s strategy puts cricket on a sticky wicket

Financial Express Hyderabad

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December 09, 2025

BROADCAST CRISIS

- CHRISTINA MONIZ

BROADCASTER JIOSTAR'S GOOGLY to ICC just two months ahead of the men’s T20 World Cup is a wake-up call for the country’s cricket ecosystem, say experts.

While cricket still contributes the lion's share to India's sports advertising revenue — 85% of the total sports advertising revenue of around %16,633 crore in 2024 — a 2025 Nielsen report showed that cricket's popularity among Indian youth (18-30) has dipped between 2019 and 2025, with younger fans exploring sports like motor-sport, basketball and MMA.

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