However, the live broadcast of the tournament on both Disney Star and Doordarshan was watched by 429 million viewers until match 34 on November 3, as per data shared by the broadcaster. Matches aired on Doordarshan are available to free-to-air (FTA) audiences.
Quoting BARC data, Disney Star said total watch time for live broadcasts has risen by 10% to 243.6 billion minutes compared to 2019. The average time spent by viewers has also gone up by 18% to 568 minutes per viewer in 2023, from 482 minutes in 2019.
Disney Star noted that all the matches involving Team India have registered peak concurrency of more than 50 million on television, with India vs. New Zealand attaining the highest peak concurrency for the tournament at 80 million.
Commenting on the drop in TV viewership, a top official with a leading media buying agency said there has been a drastic change in the media landscape in the last four years due to the implementation of the new tariff order (NTO) in 2019 coupled with the rise of DD Free Dish and video streaming.
Post the implementation of NTO, there has been a churn in the pay-TV ecosystem with the lower end of the TV subscribers moving to DD Free Dish and the upper end migrating to streaming.On digital, Disney+ Hotstar saw peak concurrent viewership of 44 million, 43 million, and 35 million for India’s matches against South Africa, New Zealand, and Pakistan, respectively. Every top concurrent viewership figure is a record in and of itself.The average television rating (TVR), a combination of reach and time spent, has declined 11% to 1.76 TVR for the All India, 2+ audience.
In the core male 15+ TG for all India markets, the cumulative reach is down 11% to 134 million, while the TVR has fallen 8% to 2.25.
Between TV and digital, Disney Star is expected to earn ad revenues between Rs 2000 crore to Rs 2500 crore.
According to media buyers, Disney+ Hotstar is anticipated to contribute significantly to the entire ad revenue pool due to the increase in digital viewership, even if Star Sports is expected to deliver a higher proportion due to the high-ticket sizes of the sponsorship deals.