Changing Landscape of Sports Consumption & Engagement in India

Sports has always been one of the best means of entertainment and recreation for the people of our country. Earlier, sports consumption had a different meaning. Fans used to remain glued to their television sets for hours watching their favorite sport, which for a long time was mostly cricket. But, with the onset of the digital revolution, the way fans consume sports underwent a drastic change. Now, the viewers have the freedom and access to watch not just cricket but different sports including hockey, kabaddi, football, basketball. Moreover, keeping a track of important national and international tournaments can also be done with a lot of ease through several digital means at the disposal of the users.   

Rise of Sports Leagues

Currently, various sports leagues are attracting a larger number of audiences than ever before. As per FICCI-EY-Report, IPL remained the most popular sports league with the highest TV reach, followed by Pro Kabaddi League in 2019 (PKL did not take place in 2020). Apart from that, viewers are also finding it suitable to watch multiple sports and leagues on apps. Nowadays, sports OTT platforms can be used by viewers to watch high-quality sports content. Further, lots of sports websites forecast detailed live scores, thereby allowing the viewers to visualise the game in a better way. Most of these sports can also be live-streamed digitally. This breakthrough came largely due to the evolution of digital infrastructure coupled with the availability of the smartphone ecosystem and the massive penetration of cost-effective internet. 

Role of Fantasy Sports

In addition, the emergence of fantasy sports in India is also a boon for sports lovers and the sports industry alike. It has transformed the landscape of sports by turning viewers into active participants. The monotony of sitting in front of the television screens has been broken and the fans are getting the opportunity to engage actively in the game. By enabling the fans to make their fantasy teams consisting of players from future tournaments, fantasy sports platforms give them a good chance to win points and cash rewards and experience the thrill of the game first-hand. However, the chance to win a reward would depend on the performance of the players in the real game. 

At the same time, the surge in spending by the people in fantasy sports is overwhelming. A study by IBEF points out that in 2019-20 the contest entry-amount spent by the users in the online fantasy sports market reached Rs 16,500 crore. These figures indicate the enormity of the fantasy sports market and its ever-increasing reach among the masses. Interested fans need to simply sign up and participate in the games of their choice. The participation fee is also nominal on several platforms. The better involvement of people in it would keep them informed about the latest sporting events, the sportsmen, and their performance. All these factors improve the sports-related knowledge of the audience, besides giving them fun and excitement while watching the actual game. Furthermore, the engagement and the attention of enthusiasts have reached a newer level. This has also resulted in the rise in the viewership of real-life sports. 

Therefore, the changing landscape of sports consumption and engagement is visible. The increased adoption of digital means by the audience is enhancing their experience and keeping them up to date. Be it live streaming a favorite sport at the click of a button or participating in fantasy sports for engaging in a sporting event, the environment is just getting better and better for the sports lovers or consumers. 

 The author is Founder of Fantasy Akhada

 DISCLAIMER: Views expressed are the author’s own, and Outlook Money does not necessarily subscribe to them. Outlook Money shall not be responsible for any damage caused to any person/organisation directly or indirectly.