Role of Sports in the Connected TV Revolution


Sports marketing has always been a harbinger of innovation, pushing the boundaries of technology and viewer experience. In this era of digital transformation, a new player has entered the arena – Connected Televisions. This technological marvel, with its ability to seamlessly integrate with the internet, has revolutionized how we watch sports, offering a richer, more interactive experience. 

As we dive into the topic, “Has Sports Accelerated the Adoption of Connected Televisions?”, we’re not just exploring the evolution of television technology. We’re uncovering a story of how the thrill and passion of sports have driven technological advancement, making connected TVs not just a luxury, but a staple in households. From the roar of a packed stadium to the comfort of our living rooms, let’s explore how the love of the game has transformed the way we connect, watch, and experience sports in this digital age.

Origins Explored: Diving Deep into the Background

The realm of television viewing in India is undergoing a significant transformation, marked by the rising popularity of Connected Televisions (CTVs). These are not just ordinary televisions but internet-enabled devices that represent a leap forward in home entertainment. As of recent reports, there are between 20 to 22 million households in India that have embraced the convenience and versatility of CTVs, indicating a notable shift in the country’s media consumption landscape.

This shift is further accentuated in the domain of sports broadcasting. As per KPMG Analysis 2022 report in India, television continues to be a dominant medium for sports content, reaching approximately 722 million viewers in just the first nine months of 2022. This figure underscores the unparalleled reach and popularity of sports broadcasting in the nation. 

This surge in sports viewership is not just confined to traditional broadcasting but is also significantly influenced by the advent of streaming services. These platforms have revolutionized the way audiences engage with sports content, offering unparalleled convenience and flexibility. The ability to stream sports content on devices like smartphones, tablets, and laptops anytime and anywhere has attracted a new generation of viewers, reshaping the sports broadcasting landscape in India. This evolution paints a picture of a rapidly changing media environment where connected televisions are becoming a central figure, especially in the realm of sports entertainment.

The Sports-Connected TV Nexus: A Multimedia Exploration

Sports Connected Tv

Emergence of Sports-Connected TV

  • The convergence of sports broadcasting and digital technology is embodied in the rising trend of Sports-Connected Televisions (CTVs). These platforms represent a new era in how sports are viewed, particularly in India.
  • The increasing viewership of major sporting events on CTV platforms in India exemplifies this intersection. The traditional ways of broadcasting are being challenged and reshaped by the capabilities and flexibility of CTVs, leading to a significant shift in the sports media landscape..

IPL’s Migration to CTV

  • The Indian Premier League (IPL), a cricketing phenomenon and one of the world’s most-watched sports leagues, has witnessed a significant shift in viewership towards CTV platforms. This shift underscores a changing landscape in sports viewership globally.
  • Platforms like JioCinema are at the forefront of this change. By offering IPL matches in 4K quality, with various camera angles and language options, these platforms are not only enhancing the viewing experience but also expanding their audience base significantly.

Transition from HD TV to CTV

  • The move from traditional High-Definition (HD) televisions to Connected TVs marks a pivotal point in the technological evolution of sports broadcasting. This change is part of a broader digital revolution within India.
  • The increase of CTVs is driven by a consumer shift towards streaming services and internet-connected devices for sports consumption. This transition reflects the growing preference for more interactive and personalized viewing experiences.

CTVs’ Superior Viewing Experience

  • CTVs offer a superior viewing experience with high-quality visuals and a choice of viewing angles. This enhanced experience is reshaping how sports are consumed in India.
  • The co-viewing phenomenon, where families and groups gather to watch sports, is gaining momentum with CTVs. This shift indicates a change in consumer preferences, leaning towards more engaging and social viewing experiences.

Tech Talk: Advancements in Broadcasting

Sports Tv

In recent years, India has witnessed a remarkable transformation in the realm of sports broadcasting, especially through CTV advertising . The introduction of groundbreaking technologies like 4K streaming and Virtual Reality (VR) has revolutionized how sports are consumed in Indian households. These advancements are not merely enhancing the viewing experience but are also reshaping the way audiences interact with sports content.

The Rise of 4K Streaming in India

  • 4K streaming technology, known for its resolution that is four times that of standard high-definition (HD), has gained significant traction in India. A prime example of this trend is Jio Cinema’s initiative to broadcast the Indian Premier League (IPL) 2023 in 4K resolution.
  •  This shift to 4K offers viewers an unprecedented level of detail and vivid picture quality, marking a substantial leap from traditional HD broadcasting to more sophisticated CTV formats. 
  • The growing preference for 4K streaming is evident from the increasing viewership on CTV platforms during major cricket events, such as the IPL and ICC T20 World Cup, indicating a decline in the popularity of conventional HD channels.

Virtual Reality (VR) in Indian Sports Broadcasting

  • Parallel to the rise of 4K streaming, Virtual Reality Advertising (VR) is also making significant strides in the Indian sports broadcasting sector. VR technology offers a uniquely immersive experience, allowing viewers to feel as if they are physically present at the sports venue. 
  • This immersion is achieved through specialized headsets and cameras, enabling viewers to select their preferred camera angles, follow specific players closely, and even participate in virtual competitions. 

Social Media Integration and the “Second Screen Experience”

  • Another notable development is the integration of social media platforms with CTVs, fostering a “second screen experience.” This phenomenon allows viewers to engage with real-time commentary and analysis while watching sports, blending traditional viewing with digital interaction. 
  • This synergy signifies a significant transformation in the sports broadcasting ecosystem, moving away from passive consumption towards a more engaged and interactive model.

Pandemic and the Pivot to Home Entertainment

Sports Family Tv

The COVID-19 pandemic has significantly altered the entertainment landscape in India, leading to a surge in home entertainment consumption, particularly through Connected Televisions (CTVs) and  OTT platforms (Over-The-Top). The effects of the pandemic on the Indian entertainment and media industry are profound, as detailed in the PwC India Entertainment & Media Outlook 2020–2024 report:

Rapid Growth in OTT and Digital Media: 

India’s entertainment and media market is forecasted to be the fastest-growing globally, primarily driven by digital segments like OTT, internet advertising, online gaming, and music & podcasts. This growth is fueled by consumers predominantly staying at home and online during the pandemic, leading to an increased demand for digital entertainment options. The OTT video segment in India is particularly notable, with a projected significant rise in subscription video-on-demand revenues, making India the sixth-largest market globally by 2024​.


The Indian Premier League (IPL) 2023 season witnessed a substantial increase in viewership, registering over half a billion viewers on television, with Disney Star reporting a 32% growth in television ratings compared to the 2022 season. The final match between Gujarat Titans and Chennai Super Kings saw a peak concurrency of 64.1 million viewers. This significant rise in viewership, especially in the Hindi-speaking markets and among children, underscores the growing popularity of sports content on OTT platforms in India​.

Impact on Advertising and Gaming: 

The pandemic saw a decline in traditional advertising revenues, as companies selling products and services that required consumers to leave their homes cut back on spending. However, digital advertising weathered the storm relatively better, with an anticipated 18% increase in total Indian internet advertising in 2020. The video game and esports sectors also emerged as beneficiaries during the lockdowns, with revenues expected to have risen by 27% in 2020, continuing to grow in the subsequent years​.


The esports industry in India saw a remarkable growth of 29% in revenue from ₹750 crore in 2020 to ₹970 crore in 2021. The number of players doubled to 600,000 in 2021, with viewership growing to 2 million hours. This growth trajectory reflects the increasing interest in esports and video games as a form of home entertainment during the pandemic, with projections showing a continued rise. 

Shifts in Music Streaming and Podcasts: 

Digital music streaming and podcast consumption saw notable growth during the pandemic. With the lockdowns in place, digital recorded music revenues grew, with a significant portion coming from subscriptions. Podcasts, in particular, found success, with an increase in listenership attributed to the expanding access to the internet and smartphones across India.

The Media and Entertainment industry in India, particularly digital music streaming and podcasts, saw a significant recovery post-COVID, with the industry projected to grow to $55-70 billion by 2030. The Confederation of Indian Industry (CII) and Boston Consulting Group (BCG) report highlighted the industry’s revival and growth, driven mainly by OTT, gaming, animation, and VFX. This indicates a marked shift in consumer preferences towards digital entertainment forms like music streaming and podcasts during the pandemic

The pandemic has expedited the shift towards home-based digital entertainment in India, with CTVs and OTT platforms playing a pivotal role in this transition. This shift represents a significant change in consumer behavior and advertising  preferences, highlighting the need for media companies to adapt to these new consumption patterns.

Challenges and Limitations: An Animated Discussion

Sports Marketing

The challenges and limitations in the adoption of Connected Televisions (CTVs) for sports broadcasting in India, particularly in 2023, can be largely attributed to factors such as infrastructure, consumer behavior, and market dynamics.

Broadband Penetration and Infrastructure:

One of the primary challenges for the widespread adoption of CTVs in India is the under penetration of fixed broadband. As of April 2022, India had only 27.83 million wired broadband subscribers, which is low compared to 760.94 million wireless broadband subscribers. This discrepancy is even more pronounced considering that fixed broadband penetration in India is among the lowest in the world, with only 1.69 per 100 inhabitants and just 9.1% of Indian households having access at the end of 2020.

Additionally, the fixed broadband market is heavily skewed towards urban areas, with rural areas, where 65.1% of the Indian populace resides, accounting for only 5.6% of total fixed broadband connections. This uneven distribution impacts the ability of a large segment of the population to access high-quality streaming services required for CTVs.

Evolving Consumer Behavior and Market Dynamics: 

The trend towards cord-cutting and the growing popularity of OTT services is reshaping content consumption patterns in India. The digital revolution in the country is driving a significant change, with more people subscribing to streaming services and watching TV through internet-connected devices. As of 2022, the number of connected televisions in India reached 28 million. This shift in consumer behavior, however, poses a challenge for traditional broadcasters and cable operators who are yet to fully adapt to the new digital landscape

Regulatory and Infrastructure Development Issues:

The lag in fixed broadband adoption is partly due to issues related to the Right of Way (RoW). Service providers often need permissions from multiple government authorities to lay fiber, and the rules can vary significantly across states and districts. It’s not uncommon for service providers to spend six to eight months obtaining the necessary permissions to lay fiber, which slows down the development of a robust broadband infrastructure crucial for CTVs. 

Looking Ahead: A Futuristic View

In 2023, we are already witnessing these technologies being gradually integrated into sports broadcasting in India. For example, the use of AI and machine learning algorithms in streaming platforms for personalized content curation has become more prevalent. Broadcasters are experimenting with AR features to provide enhanced match statistics and player information during live games.

Furthermore, virtual reality (VR), which has already started making inroads in the global sports broadcasting arena, is expected to gain traction in India. VR offers an immersive experience, allowing viewers to feel as if they are in the stadium. This could be particularly appealing for cricket and football fans, offering them a virtual seat at their favorite matches.

The trends suggest a move towards these advanced technologies. As the Indian market continues to embrace digital innovation, we can anticipate a significant transformation in how sports are broadcasted and consumed, with connected TVs playing a central role in this evolution. The convergence of these technologies with the growing popularity of CTVs is likely to redefine the sports viewing experience, making it more interactive, personalized, and immersive than ever before. 

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Sandeep Nair

I'm a wanderlust driven content wizard, weaving stories from the threads of my adventures. I channel my passion into every goal, mirroring the dedication I bring to each written word. In life's simplicity, whether it's a quiet moment or a shared laugh, I discover profound joy and tranquility. With a controller in one hand and a pen in the other, I merge the virtual and real worlds in a symphony of words.

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