1 day ago
Regional-Language Feeds Drive Growth in JioStar’s IPL 2026 Coverage
JioStar says more people are watching cricket in languages such as Kannada, Telugu, and Tamil.
During the 2026 IPL season, the reach of all three language feeds grew on JioHotstar.
Telugu had the biggest increase in digital watch-time share among those three markets.
JioStar also made special shows and commentary for different regions.
More than 160 commentators and experts took part across 12 languages.
The company launched a program called Beyond Boundaries to help advertisers connect with these audiences.
JioStar also reported that Connected TV reach and digital video views increased.
The figures suggest regional-language coverage is becoming an important part of how people watch cricket.
JioStar launched Beyond Boundaries to connect advertisers with regional-language cricket audiences through live feeds and pre- and post-match programming partnerships.
During TATA IPL 2026, Kannada feed reach rose 30% year over year, while Telugu rose 23% and Tamil 12% on JioHotstar.
Digital watch-time share for regional languages increased 33%; Telugu recorded the highest growth among the three named markets at 30%.
Regional programming included market-specific shows and formats, supported by a commentary panel of more than 160 voices across 12 languages.
Across digital, Connected TV reach grew 22% and video views reached 25 billion, up 8% year over year.
- Who
- JioStar, advertisers, and audiences watching cricket in regional languages.
- What
- JioStar launched Beyond Boundaries and reported growth in regional-language IPL feeds and other digital viewing measures.
- Where
- Across JioStar platforms in India, including JioHotstar and the Kannada, Telugu, and Tamil markets.
- When
- During TATA IPL 2026; the announcement was made after the season.
- Why
- JioStar said regional-language audiences are growing and that language- and culture-specific coverage gives brands more ways to engage with them.
JioStar’s view
Audience and market implications
Regional feeds and advertiser opportunity
JioStar’s view
JioStar said the growth creates a deeper way for brands to participate in cricket, with campaigns shaped around the distinct qualities of each market.
Audience and market implications
The announcement presents regional-language feeds as increasingly important to audiences and the cricket ecosystem, not merely as extensions of the main broadcast.
Key facts
- Initiative
- Beyond Boundaries, connecting advertisers with regional-language cricket audiences through live feeds and pre- and post-match programming partnerships.
- Kannada feed reach
- Up 30% year over year during TATA IPL 2026.
- Telugu feed reach
- Up 23% year over year during TATA IPL 2026.
- Tamil feed reach
- Up 12% year over year during TATA IPL 2026.
- Regional digital watch-time share
- Up 33%; Telugu recorded 30% growth among the three named markets, followed by Kannada and Tamil.
- Commentary panel
- More than 160 voices across 12 languages.
- Digital viewing
- Connected TV reach grew 22%; digital video views reached 25 billion, up 8% year over year.
Quotes
Anup Govindan
Head of Sales - Sports at JioStar
“The growth of regional-language cricket reflects how cricket consumption in India is evolving. Audiences aren’t just watching in greater numbers; they’re choosing to experience the game in languages and environments that feel familiar to them. For brands, that matters because it opens up a deeper way to participate in cricket across markets. The real opportunity is in understanding what makes each audience and market distinct and building around those nuances rather than viewing regional消费tion”
deccanchronicle.com
Sources
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