The evolution of cricket viewing in India has been largely driven by the proliferation of devices and screens, widespread access to affordable data, and the increasing levels of digital literacy and adoption, Sanjog Gupta, CEO-Sports at JioStar, said.
During the India Digital Summit (IDS) 2025, Gupta shared his insights saying that the world has undergone a remarkable transformation since the 1990s, and sports, in many ways, reflects these sweeping changes. Several key forces have driven this evolution.
“First, there’s the proliferation of devices and screens. Today, India boasts 700 million smartphones and over 200 million linear and connected TVs. Second, is the ubiquitous access to affordable data. India offers the cheapest data globally, a reality made possible largely by Jio and other telecom providers. This accessibility has revolutionised connectivity, bringing the digital world closer to everyone,” Gupta said.
“Third, the growing level of digital literacy and adoption is reshaping our identity and sense of community. Increasingly, our lives on digital platforms define who we are and where we belong. This shift has had a profound impact on media, entertainment, and particularly sports, creating a world that was once unimaginable,” he added.
Furthermore, he went on to say that in the past, producing and distributing content required significant resources. Today, with access to a screen and affordable data, anyone can reach millions. Content creation has been democratised in a way few could have anticipated.
“This evolution has also led to the disaggregation of choice. With countless platforms, creators, viewing modes, and devices, the media landscape offers more options than ever before. However, this abundance has also fragmented attention, making it a battle to capture and retain viewers. This war of attention is typically won by someone who is able to grab it. Consequently, the way content is created, served, and consumed has transformed entirely,” he added.
Gupta emphasised that the decentralisation of platforms has fundamentally transformed how we consume media, especially sports. In earlier times, the only questions were what you were watching and where. There was typically a single channel to tune into at a specific time, like catching a live match on TV. Now, consumption is far more dynamic.
“Beyond devices, the experience is enriched by simultaneous engagement with online content. While watching a live game, you might also follow tweets and debates from commentators, adding layers to the viewing experience. The way we interact with sports and media has evolved drastically,” he said.
“Another significant shift is in digital experiences and consumer expectations. It’s now commonplace to see people seamlessly integrating technology into their daily lives. This evolving digital culture has redefined what constitutes delight and engagement. The bar for immersive digital experiences has risen significantly, and this transformation is powering change across media, especially in sports,” he added.
Gupta also highlighted that sports today is more than just the game, it’s about storytelling, content creation, and reaching wider audiences.
Gupta further explored the evolution of the sports viewing experience over the past few years, sharing insights on how it has transformed. He mentioned that not even six or seven years ago, the idea of watching an entire match on a six-inch screen seemed unimaginable. Today, that very screen has become the go-to device for consuming sports content, while the big screen is reserved for select moments. The world has indeed transformed dramatically, and this change is evident on both the production and consumption sides of sports broadcasting.
Take, for example, the India Tour of Australia. While the Indian team’s performance grabbed headlines, the production story was equally remarkable. The entire coverage of the tour was produced remotely in Mumbai, utilising advanced fiber connectivity to relay multiple feeds from the venues. This setup enabled seamless real-time production at a central facility.
Gupta said, “One standout moment involved a live argument between Sanjay Manjrekar and Irfan Pathan over Yashasvi Jaiswal’s run-out. Sanjay, appearing as a hologram, was virtually present at the PMCG, while Irfan was physically there. The argument unfolded live, thanks to connectivity that allowed feeds to travel from the venue to Mumbai, back to Melbourne, and return to the broadcast- all in a fraction of a second. Such feats are a testament to the transformative power of connectivity and digitisation, which have made the production process virtually boundless.”
Another example is the T20 World Cup final in the Caribbean, where commentators were stationed both in Mumbai and at the venue. This hybrid approach significantly reduced the crew size at the ground, from 80-85 people to just 25, highlighting the efficiency brought about by digital technology and connectivity advancements.
“On the consumption side, the evolution is just as remarkable. Until 2017, IPL matches offered a single feed, viewers tuned into one channel to watch the game. By the most recent IPL season, there were 25 distinct feeds, covering 10 languages and catering to varied interests. These included specialised feeds for kids, Gen Z audiences, women, and cricket purists seeking in-depth analysis. Platforms even introduced Bhojpuri commentary, which emerged as a breakout success. Today, less than 7% of IPL viewership is in English, with regional languages making up a staggering 94% of the audience,” Gupta said.
Furthermore, he added that this shift from a single broadcast to 25 personalised streams reflects the growing demand for tailored experiences. Each audience segment now receives a unique product, even though the game on the field remains the same. The rapid expansion of digital technology and connectivity has enabled this level of personalisation, reshaping how sports are produced, delivered, and consumed.
Gupta pointed out that while a small minority believes that watching a game in the stadium offers a better experience, most people now favor screen viewing for its comfort, replays, commentary, and overall enhanced experience. This shift presents a significant opportunity for innovation. One of the biggest pain points for stadium-goers has always been network connectivity, with limited or no access. High-density Wi-Fi is a game-changer, acting as the first enabler to elevate the in-stadium experience. It allows fans to enjoy live commentary as they watch, leverage location-based services, and enhance convenience at every step.
“The stadium experience begins long before the game starts. From navigating parking, locating seats, and finding concession stands, smart stadiums now provide solutions that simplify these logistics. These foundational conveniences are essential for drawing fans back to stadiums. Beyond this baseline, there are the delighter features that transform the experience further, like pointing your phone at a player to access live data, viewing highlights, or replays on demand,” Gupta mentioned.
Furthermore, he added that emerging technologies like mixed reality and augmented reality add another layer of engagement. The goal should be to merge convenience and delight, ensuring a top-tier experience that not only meets but exceeds expectations. This vision of seamless connectivity, enhanced features, and effortless convenience is key to making stadium visits attractive to families, young children, and women, encouraging them to return for more.
When asked about the next big trend or an emerging concept he is particularly excited about, Gupta shared, “Whether it’s a trend or simply the most fundamental truth, the ultimate goal lies in the ability to cater to increasingly smaller nations and, perhaps in a utopian scenario, deliver a hyper-personalised experience to every distinct group. This is precisely what technology is enabling us to achieve today.”
“Currently, we operate across 25 feeds, catering to various interest groups, cultural segments, geographies, and demographics. The collective ambition is to reach an ideal state where every individual experiences their day uniquely. For example, a Virat Kohli fan should receive coverage tailored to satisfy their specific appetite for his gameplay, while a Mumbai Indians supporter should experience a perspective that aligns more closely with their team loyalty,” he added.
Gupta also mentioned that we are just beginning to explore what sports in the age of AI truly looks like.
“Let me share a few examples to illustrate the initial strides being made. AI today allows us to generate an extensive range of highlight variations. From compact two-minute clips to extended 60-minute compilations, or even highlights focusing specifically on players like Rohit Sharma, Hardik Pandya, or an opposing batsman who scored a century- all of this is created through machine learning, with artificial intelligence orchestrating the process. At the end of a match, AI can potentially produce an almost infinite array of high-quality content,” he said.
“While we currently lack the computing power to offer fully personalised mobile app experiences, where highlights are custom-generated for individual viewers based on their data, this is only a matter of time. Behind the scenes, AI already enables us to produce hundreds of highlight variations with just a click. The system intelligently identifies key moments and compiles them into tailored versions. These can be generated in less than 10 minutes, and for simpler tasks like basic highlights, the process takes just two minutes. This ability to slice, dice, and reassemble content in diverse ways is a game-changer,” he added.
Another application of AI involves advanced camera systems that can track both the ball and players on the field. People may have noticed during coverage that players’ names and stats appear above them, even when several players are grouped together. This is made possible by an AI model that identifies each player, associates their stats, and displays them seamlessly on-screen.
“While these are just the early stages, the future potential of AI in sports, given the massive volume of data being generated, is almost beyond imagination,” Gupta stated.
Moving ahead, Gupta pointed out that another significant area where technology can drive innovation, beyond smart stadiums, is monetisation. The monetisation models for live sports and media and entertainment have not kept pace with the rapid evolution of features, content, and storytelling.
“A critical gap lies in data measurement- particularly cross-screen data measurement. Currently, we lack the ability to track and analyse fan engagement as viewers transition across screens. For instance, during IPL 2024, nearly 70% of digital viewers also watched matches on big screens, yet we have no insight into how these experiences overlapped or how users migrated between screens,” Gupta said.
Enhanced cross-screen measurement, leveraging improved first-party data, could revolutionise monetisation by enabling models that remain unexplored. Moreover, the convergence of video, consumers, and commerce still hasn’t achieved the scale it could. The ability to shop, make purchases, or interact with products directly within a video experience is still at a nascent stage. While some social media platforms are making strides in this area, streaming services lag behind, Gupta stated.
“Technology has the potential to enhance user experiences by integrating shopping seamlessly into video streams and, in turn, unlock new avenues for monetizing broadcasts. This ties into the broader idea of unified experiences. The convergence of video, consumer engagement, and commerce represents a powerful combination with immense untapped potential for value creation,” he added.
