We do realize that IPL fans are disappointed due to the shift of the finale match. We would have seen the IPL winner by now, but let’s wait for one more day.
Regardless, this season of IPL saw unprecedented views in digital streaming. Jio Cinema peaked twice with 2.5 crore viewers. Since MS Dhoni would be seen in the finale, the expectations are high tonight as well.
There is a myth all around that says, TV is dead. No, it is not. The TV market is still a massive mode of content consumption in India. Even when it comes to the IPL, people watched it on Star channels. Not everyone in India has smart TV that would connect to high speed wifi and stream live matches from OTT platforms.
Anyways, both of them missed their target by a considerable margin. Binged informed that in the earlier days of March that IPL was not giving ad returns as it used to do. It was expected to be better soon but it didn’t.
What could be the reason, at least for JioCinema?
Since JioCinema streamed all the matches for free, it has to generate revenues from somewhere. So they went to companies who wanted to advertise at high prices.
The plans for advertisement start at ₹5 Lakh and ₹10 Lakh. They are super high prices that may have turned out to be too much for many advertisers.
Seeing the unprecedented viewership, there doesn’t seem to be any other factor for low ad revenues apart from high ad prices.
Let’s hope that JioCinema brings better strategies next year.
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