IPL’s Business Boom: How Cricket’s Biggest League Keeps Growing at 18

The Indian Premier League has come a long way since its first season in 2008. What started as an experiment in T20 cricket has become one of the world’s most valuable sporting properties. As the tournament enters its 18th edition, the numbers tell a story of remarkable growth, changing viewer habits, and smart business decisions.

Record-Breaking Viewership Numbers

The 2025 season opened with stunning figures. During the opening weekend of March 22-23, IPL registered 137 crore views on Jio Hotstar—a massive 40% jump from the previous year. Peak concurrent viewership touched 3.4 crore, which equals the entire population of Delhi watching at the same time.

These aren’t just big numbers for cricket. They represent a shift in how Indians consume entertainment. According to BARC data, other television genres have felt the impact. Between 2016 and 2018, general entertainment channels saw their viewership drop by 1-3% during IPL weeks. Even news channels weren’t spared, with a 2% decline in 2017.

The Money Behind the League

The Board of Control for Cricket in India generated revenues of Rs 20,686 crore last year, making it the richest cricket board globally. A significant chunk comes from IPL, which has become prime property for investors and sponsors.

The media rights deal for the 2023-2027 cycle showed just how valuable IPL has become. Viacom18 paid Rs 23,758 crore for digital rights, while Disney Star secured TV rights for Rs 23,575 crore. This marked a historic moment—the first time digital rights sold for more than television rights.

Digital Drives the Growth

Streaming platforms changed the IPL game completely. When Jio Cinema offered free streaming in 2023 and 2024, digital viewership exploded. IPL 2024 recorded 620 million viewers on Jio Cinema, surpassing TV viewership of 546 million on Star Sports.

Even after the Jio Cinema-Hotstar merger put matches behind a paywall, viewers didn’t turn away. The convenience and quality of digital streaming had already won them over.

Smart Scheduling Tactics

Broadcasters know which teams pull crowds. Chennai Super Kings, Mumbai Indians, Royal Challengers Bengaluru, and Kolkata Knight Riders—the Big Four—get priority placement. Their combined fanbase exceeds the other six teams put together.

The opening weekend of IPL 2025 featured two heavyweight clashes: KKR vs RCB and MI vs CSK. These weren’t random fixtures. They were strategically placed to hook viewers from day one.

Weekday matches are limited to one per day to avoid viewer fatigue. Saturdays and Sundays double up with two matches each, capitalizing on weekend leisure time.

From T20 Experiment to Global Standard

Back in 2008, T20 cricket wasn’t taken seriously. Test and ODI formats dominated. India’s T20 World Cup win in 2007 helped, but many still considered the shortest format as less legitimate.

Things have changed dramatically. T20 featured in the Asian Games (2010, 2014, 2022) and returned to the Commonwealth Games in 2022 after 24 years. Cricket is set to return to the Olympics in Los Angeles 2028, likely in T20 format, after a 128-year gap.

Franchise Expansion Beyond IPL

IPL teams no longer operate just during the tournament’s two-month window. Eight of the 10 franchises either own or hold stakes in foreign T20 leagues across UAE, South Africa, West Indies, England, and the USA.

However, IPL remains the crown jewel. Indian players aren’t allowed in foreign leagues, ensuring top domestic talent stays committed. Fat paychecks guarantee the world’s best foreign players show up every season.

Marketing That Works

IPL’s advertising has evolved from “manoranjan ka baap” (big daddy of entertainment) in 2008 to “sabka level up hoga” (everyone will up their game) in 2025. The campaigns are quirky, memorable, and deeply embedded in popular culture.

Recent ads feature cricket stars in unexpected situations—Rohit Sharma convincing a shy bride to remove her veil, or Virat Kohli puzzled by the number 18 appearing everywhere. They’re effective because they blend cricket with everyday life, making the tournament feel like a cultural event, not just sports.

The Impact on Indian Television

BARC’s 2018 newsletter noted that “IPL telecast has shown significant impact on viewing habits for other genres.” General entertainment content, which typically dominates prime time, takes a backseat during IPL season.

This shift isn’t just about cricket fans watching matches. It’s about families gathering around screens, conversations shifting to team strategies, and social media buzzing with match updates. IPL has become appointment viewing.

Revenue That Rivals Global Leagues

IPL’s annual broadcast revenues now match top global sporting leagues. While it doesn’t yet compete with the NFL or English Premier League in total revenue, the growth trajectory is impressive. The tournament generates significant income through media rights, sponsorships, ticket sales, and merchandise.

For a league that’s just 18 years old, competing with century-old sporting institutions is no small achievement.

What Keeps IPL Growing

Several factors fuel IPL’s continued expansion. India’s cricket-crazy population provides a massive built-in audience. The country’s growing middle class has more disposable income and leisure time. Smartphone penetration and cheap data make streaming accessible to millions.

The tournament’s format also helps. Unlike international cricket series that can drag on, IPL delivers concentrated excitement over two months. Every match matters, especially as playoffs approach.

Star power matters too. Having Virat Kohli, Rohit Sharma, MS Dhoni, and international superstars like Jos Buttler and Rashid Khan ensures consistent quality and draws diverse fan bases.

Looking Ahead

As IPL turns 18 and enters ‘adulthood,’ all stakeholders hope the growth continues. New broadcast deals will come up after 2027. More franchises might be added. Technology could enhance viewing experiences further.

The tournament faces challenges too—maintaining competitive balance, managing player workloads, and keeping viewers engaged year after year. But given how it has navigated previous obstacles, IPL seems well-positioned for the future.

For now, cricket’s biggest party shows no signs of slowing down.