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The Indian Premier League (IPL) 2025 is just around the corner, but a major shift in JioStar’s streaming strategy has left advertisers scrambling to reassess their digital plans. Parle Products, the biggest IPL television advertiser last year, is yet to finalize its TV + digital budget, while several other brands remain uncertain about their digital returns this season.
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The Big Shift: Subscription Model Disrupts Free Streaming
Advertisers were banking on the combined Jio and Disney Star juggernaut to expand IPL’s digital reach. However, Jio Hotstar’s recent move to introduce a subscription model from February 14 has raised concerns about potential audience drop-offs. Unlike previous seasons where JioCinema offered free IPL streaming, the new model will only allow limited free access before prompting users to upgrade to a paid plan—a move that could significantly impact advertiser reach and engagement.
“We anticipate a 15-20% drop in digital reach for advertising brands,” says Karan Taurani, Senior VP at Elara Securities.
“However, TV viewership may rise as a result, compensating for digital losses.”
Ad Rates & The Impact on Advertisers
- Digital (CPM Model): ₹250-₹350 per 1,000 impressions (higher than last year)
- TV (SD+HD): ₹15-16 lakh per 10 seconds
- Connected TV (CTV): ₹8-9 lakh per 10 seconds
The higher digital ad rates combined with uncertainties around reach have made advertisers wary of increasing their budgets.
“The ball is in the advertisers’ court,” says a media analyst.
“Some erosion in rates is inevitable.”
JioCinema’s Free-to-Subscription Transition: A Double-Edged Sword
JioCinema revolutionized IPL streaming in 2023 and 2024 by offering free access, boosting its audience to 620 million in 2024 (a 38% jump from 449 million in 2023). However, with the subscription model now in play, there are concerns about a viewership drop-off, as audiences may not be willing to pay for continued access.
Jio Hotstar claims it will implement a machine learning-driven model that allows free viewership for a certain duration, after which users will be nudged to upgrade. However, the uncertainty around when free access will end has raised red flags for brands relying on IPL’s vast digital reach.
“We anticipate a fall in reach because access to the games will be restricted at some point, and it is not clear what that point is,” notes a media expert.
What Lies Ahead for IPL Advertisers?
With TV possibly regaining ground and digital advertising facing an unpredictable shake-up, brands are now in wait-and-watch mode before committing their IPL budgets. While IPL remains India’s biggest sporting event, its advertising dynamics are shifting, forcing brands to rethink their strategies.
As the subscription-based era of IPL streaming begins, advertisers will have to navigate the new landscape carefully to ensure maximum ROI from their campaigns.
