The Indian Premier League (IPL), once a major event and commercial blockbuster in the country, appears to have been losing its old charm, as cricket franchise begun to reflect a subtle change in viewer engagement.

The competition with star-studded lineups, intense competition and entertainment, has dropped of 62% in TV viewership and advertiser participation. The first half of the 19th edition has witnessed a sharp decline in both TV ratings and brand participation on television, according to recent data from Broadcast Audience Research Council India and TAM Sports.

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The IPL television ratings have declined by approximately 18.8%, while average TV viewership has fallen by nearly 26% compared to previous seasons. Advertiser participation has also reportedly decreased, with the number of brands advertising during IPL broadcasts falling by around 31%.

However, reports suggest that digital streaming platforms continue to record strong engagement, indicating a shift in audiences from traditional television to online streaming platforms.

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