In a strategic masterstroke, Disney has unveiled its ambitious plan to provide complimentary mobile phone streaming of the upcoming Cricket World Cup in India. This bold move is poised to disrupt the streaming landscape and challenge the supremacy of JioCinema, a streaming platform backed by Indian tycoon Mukesh Ambani’s Reliance Industries and media mogul James Murdoch. The cricketing extravaganza is set to kick off with the highly anticipated England vs. New Zealand match at Ahmedabad’s iconic Narendra Modi Stadium and will captivate audiences until November 19. Remarkably, this event marks the triumphant return of the World Cup to India after an absence spanning more than a decade, and it is poised to attract a staggering audience of hundreds of millions.
Disney, holding the exclusive rights for both the broadcast and digital coverage of the World Cup, is viewing this tournament as a pivotal battleground for streaming supremacy in India. The stakes are undeniably high as Disney strives to regain lost momentum in the Indian market, following the setback of losing the online streaming rights for the immensely popular Indian Premier League (IPL) cricket tournament to JioCinema for the 2023-2027 period. While Disney successfully retained the IPL TV rights, it faced an ardent challenge as JioCinema streamed the IPL earlier this year, siphoning viewers and advertisers away from Disney and sparking an intense pricing competition within the streaming industry.
Mobile phones, undeniably a pivotal viewing platform in India, come into sharp focus here. A significant portion of the population does not possess traditional televisions, making mobile streaming an indispensable tool for accessing live content. In this context, Disney’s groundbreaking decision to offer complimentary mobile streaming of the World Cup underscores the importance of capturing a mass audience in a market known for its lower purchasing power compared to Western nations. This innovative approach also builds on Disney’s past experimentation with offering free online coverage of the IPL and other cricketing spectacles.
The timing of the World Cup is particularly intriguing as it coincides with India’s festive season, a two-month stretch marked by a succession of vibrant religious festivals, including the grandeur of Diwali. Traditionally, this period ignites a surge in consumer spending, presenting both an opportunity and a challenge for Disney as it endeavors to captivate viewers in a nation renowned for its unwavering passion for cricket.
Ayaz Memon, a distinguished Indian cricket writer, aptly stated, “There’s no other country as financially sound as India when it comes to supporting cricket.” This sentiment underscores the vast potential for viewership and engagement that the World Cup promises.
To achieve its goal of reaching a colossal audience during this cricketing spectacle, Disney aims to harness the combined power of free mobile streaming and traditional TV broadcasts. An insider familiar with the matter revealed that Disney’s objective is to replicate the colossal viewership figures seen during the most recent IPL, where an estimated 800 million people tuned in.
As the clear favorite in the tournament, India, with its rich cricketing history and fervent fan base, carries the hopes of the nation. However, the prospect of an early exit for the Indian team looms as a formidable challenge, one that could pose a significant setback for Disney and its advertisers. Such an early exit might precipitate a sharp decline in domestic interest, a scenario vastly different from the IPL, where viewership tends to remain robust even if the Indian team bows out early. Disney will undoubtedly keep a watchful eye on the performance of the Indian team, recognizing its potential impact on the success of their streaming strategy.
Nevertheless, surpassing the sheer buzz generated by the IPL is a formidable task. Since its inception in 2008, the IPL has evolved into one of the world’s most lucrative sports leagues, primarily due to its captivating shorter-format matches, each lasting a mere three hours. In stark contrast, the World Cup presents a different dynamic with its longer-format matches that span an entire day.
Media Partners Asia, a prominent consultancy specializing in media markets, estimates that advertisers will allocate approximately $300 million for the World Cup, compared to the staggering $480 million spent on this year’s IPL. The 75-day duration of the World Cup, aligning with the festive season, is poised to inject a considerable boost into consumer spending, akin to a carnival atmosphere.
In conclusion, Disney’s audacious move to provide free mobile streaming of the Cricket World Cup in India is a testament to its commitment to challenge JioCinema and reclaim a prominent position in the Indian streaming landscape. Armed with exclusive broadcast and digital rights, Disney seeks to harness India’s fervor for cricket and leverage the festive season to captivate a colossal audience. However, the World Cup’s longer-format matches introduce a unique dynamic compared to the IPL’s shorter, high-octane games. Nevertheless, the battle for streaming supremacy in India promises to be a fiercely contested and captivating spectacle, with both Disney and JioCinema vying for the attention of the nation’s cricket-loving masses.