ArdorComm Media News Network
October 8, 2026
Cricket viewership during the TATA IPL 2026 season is becoming increasingly regional, with audiences showing growing preference for live coverage in languages such as Kannada, Telugu and Tamil, according to JioStar.
On JioHotstar, the Kannada-language feed recorded a 30 per cent year-on-year increase in reach, while Telugu and Tamil feeds grew 23 per cent and 12 per cent, respectively. Telugu also registered a 30 per cent rise in its share of digital watch time, marking the strongest growth among the three regional-language feeds.
Reflecting this shift, JioStar has introduced ‘Beyond Boundaries’, an initiative designed to enable advertisers to associate with regional-language live cricket coverage as well as pre- and post-match programming.
Overall, the share of digital watch time for regional-language feeds increased 33 per cent during IPL 2026. Connected TV reach rose 22 per cent, while digital video views touched 25 billion, an 8 per cent increase from the previous year.
JioStar attributed the growing popularity of regional feeds to localised commentary, market-specific programming and content tailored to individual teams and fan communities. More than 160 commentators across 12 languages contributed to the regional coverage during the tournament.
The Telugu feed featured former India players Hanuma Vihari and MSK Prasad, while the Kannada coverage included Vinay Kumar and Veda Krishnamurthy. Tamil programming featured former India players Murali Vijay and L Balaji, former Sri Lankan cricketer Russel Arnold and RJ Balaji.
The feeds also offered market-specific shows, including Cricket with Chai and Orange O Rangu in Telugu, Kempu Sainya and Inside RCB in Kannada, and the “Ini Singapathai” match-day narrative in Tamil.
JioStar’s Head of Sales – Sports, Anup Govindan, said the growth demonstrates how cricket audiences are increasingly choosing viewing experiences rooted in their own languages and cultural contexts. He added that this trend is creating opportunities for brands to connect with audiences by understanding the distinct characteristics of individual markets.
Source: Economic Times