BANGALORE, INDIA:
IPL 5 has reached its last leg, with only five league matches left for the top-four qualifiers to be decided on.
The season five of the Indian Premier League being seen as the most exciting and almost every team, barring Deccan Chargers and Pune Warriors India, is as strong as its opponents. In this background, a new trend is emerging.
Millions of viewers are flocking to
online platforms more than ever before and the numbers are astonishing. Although IPL 5 TV ratings improved to an average of 4.0 TVR after 27 games, it was still 5 per cent lower than last year. Among audiences aged above four years across India, the average remains 3.53 TVR against 3.88 in the last season.
Contrastingly, only nine days into the IPL 5,
Apalya Technologies , which is the official mobile streaming partner of the IPL, has got five times the views garnered the whole of last season.
The views at the start of this season, according to data provided by Vamshi Krishna Reddy, co-founder and CEO of Apalya, was about 1.4 million compared to the paltry 0.25 million last year.
"One of the reasons for mobile viewing of games is the timings of matches. On weekdays, from 4 pm to 11 pm in the evenings, people will be on roads. The average time spent per user has also gone up from 3-4 minutes to 12 minutes this year."
That their official subscriber base has swelled to 250,000 this season explains the surge in its traffic.
It's not only the mobile users, even those who are on the move in their cars have opted for avaniTV's live streaming through a set-top box. Indranil Maitra, vice-president, Content, Creative and MarCom, of the live TV, movie-on-demand service provider for in-car entertainment, says that the response has been very good so far. Both the digital content providers refrained from divulging the latest statistics of their viewership.
In the first week alone, the IPL website of Times Internet Limited, the official digital broadcaster of IPL in partnership with YouTube, has recorded 13.7 million views, as against 8.8 million views last year.
All these companies hope the figures skyrocket in the coming days, as the season is headed towards some tight finishes and better competition.
Will you be one of them?
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