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IPL live streaming brings rich dividends for Star India

MUMBAI: Star India’s big bet on Indian Premier League (IPL) is paying rich dividends. The video streaming of the cash-rich tournament on starsports.com has attracted more than a million unique visitors every day during the first week of the tournament.

During the period, Starsports.com attracted around 4.7 million unique visitors across web and mobile, delivering more than 10 million consumer visits. Starsports.com attributes this success to its high-decibel marketing campaign to promote the video streaming of the cricket league.

150 million minutes of video were consumed by users during the first 7 matches played in the on-going Pepsi IPL, with an average of more than 32 minutes per match.

Consumption on mobile has shot up since the beginning of the tournament and now stands at 42 per cent of the overall traffic. Almost 85 per cent of the viewer base is in the 18–24 age group, with the top eight metro cities contributing 60 per cent of the overall traffic. Female traffic saw a significant surge contributing 27 per cent of the overall audience

Star India executive VP, head new media Ajit Mohan said, “IPL 2014 is perhaps a turning point for sports consumption. For the first time, online consumption of sports is becoming about video, video, and video. And, our investment in creating a world class backbone for video delivery is showing up as a significant improvement in the experience for sports fans, especially on a mobile screen.”

For the IPL, the company has leveraged its television infrastructure to deliver mid-rolls (ads in the middle of the overs) in addition to the already prevalent pre-rolls (ads which roll before the start of the video).

Video streaming of the Pepsi IPL 2014 on Starsports.com has attracted HUL as the presenting sponsor and Amazon.in, Toyota, ITC Personal Care and Reckitt Benckiser as associate sponsors.

Star India president-sales Amit Chopra said, “The most innovative advertisers in India are recognising the power of the mobile screen. Many of them have been hesitant in the past about investing in video ads online, given the sketchy delivery of both content and ads. We have been able to offer a powerful proposition to these advertisers by delivering a great video experience and a highly engaged sports fan.”