According to the Axis My India survey, 49% use Linear TV/DTH to watch the ICC ODI Cricket World Cup 2023, 57% are flocking to online mobile streaming platforms such as Hotstar for live action and 8% are watching the matches on CTV
Axis My India has unveiled the latest insights from the India Consumer Sentiment Index (CSI), shedding light on significant media consumption trends.
In the ICC ODI Cricket World Cup 2023, with the Indian team leading the table over 67% plan to watch the matches. Out of them, 26% of the respondents intend to tune in for the crucial final games of the current season. Meanwhile, 22% of respondents are following matches played by their preferred team, and 19% of respondents are watching almost every game of the season.
57% are flocking to online mobile streaming platforms such as Hotstar for live action, while 49% are hooked to their linear television sets, and 8% are watching it on Connected TVs.
During the ICC ODI Cricket World Cup 2023, advertisements played a pivotal role in capturing viewer attention amidst the on-field action. According to the survey, mobile phone brand Oppo made a significant impression, with 16% of respondents recalling their advertisement the most. Close on its heels, 13% each have recognised advertisements from brands like MRF, Thums Up, Pepsi, Coca-Cola, and Havells. Additionally, Dream11, a fantasy sports platform, also managed to engage the audience effectively, with 12% of respondents recalling their promotional content.
The survey used Computer-Aided Telephonic Interviews and included 4,980 participants from 35 states and UTs. Among them, 69% were from rural areas and 31% from urban areas. In terms of regions, 23% were from the North, 25% from the East, 28% from the West, and 23% from the South of India. Among the participants, 65% were male and 35% were female. Looking at the largest groups, 34% were aged between 36 and 50 years old, while 27% were aged between 26 and 35 years old
Pradeep Gupta, Chairman & MD, Axis My India, said, ” As the pulse of the ICC ODI Cricket World Cup 2023 quickens, India’s enthusiasm resonates across both fields and screens. While a significant portion of fans eagerly tune in for the critical matches, we are seeing a blend of modern and traditional viewing preferences. Digital platforms are commanding attention, yet the charm of conventional cable/DTH remains unshaken. Interestingly, amidst the cricketing showdown, advertisements continue to play their own game of capturing viewer attention. This amalgamation of viewership patterns and advertising impact offers a compelling insight into a nation deeply invested in the sport, both on and off the pitch.”
