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JioStar recorded over 1.2 billion viewers during IPL 2026, with regional languages accounting for 90% of watch time, says its Sports CEO Ishan Chatterjee
- Ishan Chatterjee, CEO of JioStar, highlighted that technology, personalization, and regional-language content are key drivers of sports viewership growth in India, which has expanded from 500 million viewers in 2016 to over 1.2 billion during IPL 2026.
- The latest IPL season saw less than 10% of watch time in English, with Indian languages accounting for around 90%, and Haryanvi and Bhojpuri languages experiencing a 300% year-on-year increase in viewership.
- JioStar’s integration with OpenAI’s ChatGPT during IPL 2026 allows viewers to access match-related information in real-time, while a partnership with Swiggy facilitates food ordering within the streaming app, with 30% of transactions from new users.
- Chatterjee noted significant viewership for women’s cricket and other sports, with plans to invest in women’s cricket and emphasized the importance of catering to specific audiences to build sustainable fan bases, especially with cricket’s return to the Olympics in 2028.
Ishan Chatterjee, CEO-Sports, JioStar, said technology, personalisation and regional-language content are driving sports viewership in India, as the company looks to expand its audience across devices and sports properties.
Speaking at the FICCI event India’s Media Moment: Creating Value in an Age of Infinite Content in Mumbai on Tuesday, Chatterjee said India’s sports audience had grown from 500 million viewers in 2016 to over 1.2 billion during IPL 2026.
He said the growth had increased the need
He said the growth had increased the need to cater to audiences across devices and languages, from mobile viewers watching in regional languages to households consuming matches on connected TVs.
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During the latest IPL season, English accounted for less than 10% of watch time, while Indian languages contributed around 90%, Chatterjee said. Haryanvi and Bhojpuri were growing at 300% year-on-year.
He also highlighted the platform’s investment in streaming
He also highlighted the platform’s investment in streaming infrastructure, including systems that monitor internet connectivity and adjust video quality in real time. JioStar recorded 72.5 million concurrent viewers during the last ICC Men’s T20 World Cup, he said.
ChatGPT integration and commerce
Chatterjee said JioStar’s integration with OpenAI’s ChatGPT during IPL 2026 allowed viewers to ask questions about matches and player statistics while watching the game.
The company is investing further in the partnership, with more features expected in the coming months, he said.
On commerce, Chatterjee discussed JioStar’s integration with Swiggy,
On commerce, Chatterjee discussed JioStar’s integration with Swiggy, which enabled users to browse food options, place orders and track deliveries without leaving the streaming app.
He said 30% of the transactions through the integration came from first-time Swiggy users.
According to Chatterjee, the initiative showed how contextual commerce could help brands reach consumers during live sports, including smaller and regional businesses.
Women’s cricket and other sports
Chatterjee said the 2025 Women’s Cricket World Cup reached 446 million people, exceeding the combined reach of the previous three editions.
JioStar plans to continue investing in women’s cricket
JioStar plans to continue investing in women’s cricket through production, technology and storytelling focused on players, he said, adding that building fandom was central to creating a sustainable commercial ecosystem.
Beyond cricket, Chatterjee cited the Pro Kabaddi League, which recorded 300 million viewers last year, and the English Premier League, which attracted over 100 million viewers on the platform.
He said streaming had enabled sports to build audiences without relying on the minimum viewership thresholds traditionally associated with television.
On the future of sports formats, Chatterjee said
On the future of sports formats, Chatterjee said properties that offer distinct propositions and cater to specific audiences would be better positioned to build their fan bases.
He also pointed to cricket’s return to the Olympics at Los Angeles 2028, saying the event could introduce the sport to new international audiences and bring together national pride and cricket fandom in India.
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Sep 29, 2026 4:52 PM TagsIplIshan chatterjeeSportsjiostarJioStar Ishan ChatterjeeJioStar IPL viewershipIshan Chatterjee JioStarregional language sports contentJioStar streaming technologyIPL 2026 audience growthJioStar ChatGPT integrationwomen s cricket investmentPro Kabaddi League viewershipJioStar sports streaming innovationsIndian sports viewership trendswomen s cricket investment JioStarcontextual commerce in sportsJioStar s news
Source: www.exchange4media.com
