There’s no denying that ads are an important revenue stream for streaming platforms across the globe. Viewers generally accept them, as long as they feel in control in terms of frequency and duration. Ads become a nuisance when their excessive presence starts interrupting the viewing experience. Unfortunately, it seems SonyLIV has failed to grasp this basic principle.
A noticeable section of SonyLIV users is frustrated with the platform’s ad policy. They are consistently lambasting the service for delivering too many ads while watching their favourite content. One issue that has particularly baffled viewers is the inability to enjoy cricket highlights without ad interruptions.
The following tweet captures one user’s frustration after enduring six unskippable ads while watching just 10–15 minutes of highlights from the recent England vs. New Zealand T20 match:
Was watching the highlights of England vs New Zealand T20 and Sony Liv has squeezed in 6 ads at a go. The policy of no ads during non-live programming has gone for a toss @SonySportsNetwk @SonyLIVIntl @SonyLIV pic.twitter.com/X2xDYt2XY7
— Rajesh Pansare (@rajeshpansare) October 21, 2025
The core issue lies in the sheer mathematics of the disruption. In a 10–15 minute window, inserting six advertisements, each typically lasting 20 to 30 seconds, means viewers are spending a significant portion of their time watching commercials instead of content.
Cricket highlights, by their nature, are meant to provide quick gratification and convenience. Interrupting this short, high-energy viewing experience with a barrage of consecutive, unskippable ads undermines the very purpose of the service.
In other words, this ad-heavy setup creates a cricket-viewing experience that’s arguably worse than traditional television. What’s even more baffling is that highlights fall under the category of non-live programming, yet viewers are forced to sit through six ads in one go. Naturally, frustration is mounting.
Unlike live broadcasts, where ad breaks are expected and scheduled, cramming six back-to-back ads into a short clip feels like a blatant disregard for the viewer’s time and patience.
SonyLIV must urgently address this growing public frustration. An advertising load this heavy does more than just generate revenue, it erodes user experience, alienates loyal viewers, and casts a long shadow over the platform’s reputation for sports coverage.
The solution isn’t merely to sell ad slots, it’s to find a sustainable balance that respects the viewer’s desire for a seamless, on-demand experience. Stay tuned for more updates
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