Also on cricketcountry.com
New Delhi: Apr 23, 2014
The video streaming of Indian Premier League (IPL) on starsports.com, India’s first multi-sports digital service, has garnered unprecedented traction attracting more than a million visitors every day during the first week of the tournament.
During the period, starsports.com attracted around 47 lakh visitors across web and mobile delivering just more than a crore of consumer visits. This is unprecedented in the history of Indian Premier League.
150 million minutes of video were consumed by users during the first seven matches played in the ongoing IPL, with an average of more than 32 minutes per match.
Consumption on mobile has shot up since the beginning of the tournament and now stands at 42 per cent of the overall traffic. Almost 85 per cent of the viewer base is in the 18-24 age group with the top eight metro cities contributing 60 per cent of the overall traffic. Female traffic saw a significant surge contributing 27 per cent of the overall audience.
Speaking on the occasion, Ajit Mohan, EVP and Head, New Media, Star India, said, “IPL 2014 is perhaps a turning point for sports consumption. For the first time, online consumption of sports is becoming about video, video, and video. And, our investment in creating a world class backbone for video delivery is showing up as a significant improvement in the experience for sports fans, especially on a mobile screen.”
Since its launch in December 2012, starsports.com has made large scale investments to build a video infrastructure customised for India, where the Internet experience is characterised by a proliferation of mobile devices and where a large number of consumers still have access to low bandwidth.
In addition, for IPL, the company has leveraged its television infrastructure to deliver mid-rolls (advertisements in the middle of the overs) in addition to the already prevalent pre-rolls (advertisements which roll before the start of the video).
The starsports.com is India’s first multi-sports digital service with availability across the web and mobile. Powered by live and video rights, it covers the best of world sports including major cricket tournaments, BPL, La Liga and Serie A in football, F1, hockey, tennis and badminton.
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