As the Indian Premier League (IPL) prepares for another thrilling season in 2026, the focus is shifting towards the digital landscape. This year, the IPL is not just a television event; it is evolving into a multifaceted digital ecosystem, where the primary screen—be it a smartphone, tablet, or smart TV—serves as just one component of a richer, immersive experience.
Fans are engaging with the game like never before. They are tracking statistics, seeking context, sharing highlights, and even purchasing merchandise in real-time. This shift has given rise to a dynamic 'second-screen' economy, characterized by fragmented attention and immediate intent.
Understanding the Second-Screen Phenomenon
Second-screen viewing involves using a secondary device while watching a live broadcast, allowing fans to engage with related content simultaneously. This practice has transformed the way Indian audiences interact with live sports.
OTT platforms and tech firms are capitalizing on this trend, especially after the IPL generated approximately ₹6,000 crore in advertising revenue last year. The upcoming season marks the emergence of a phygital era, where a personalized second-screen experience takes center stage.
Changing Engagement Patterns
Historically, second-screen activities included sharing memes or browsing social media platforms to discuss key match moments. Now, this interaction has evolved into a sophisticated real-time engagement layer.
“Cricket in India is no longer just watched, it’s experienced differently… 55% watch on TV, 54% stream, and over 90% are active on a second screen,” said Yagnesh Ravi from Snap India.
Fan Engagement Statistics
A report from January 2026 by InMobi and AppsFlyer highlights that:
- 85% of cricket fans browse social media while watching games.
- 57% order food during matches.
- 30% engage in shopping activities.
Brands are eager to leverage this trend, as the second-screen experience is fueled by factors such as widespread internet access, affordable smartphones, and a mobile-first content culture.
The Market Opportunity
According to a Dream11 spokesperson, live match audiences range from 40 to 50 crore, with an additional 10 crore users on connected TVs. Notably, 80% of viewers use a second screen during live matches, indicating a significant market potential.
Dream11's watch-along feature saw 5 million users interact on a single day during the ICC Men’s T20 World Cup, with projections to reach 50 million users during IPL 2026.
Transforming the Viewing Experience
The second screen has become a bridge between entertainment and commerce, allowing fans to discover player merchandise and make purchases seamlessly. IPL 2026 is set to enhance monetization through shoppable video, real-time commerce, and personalized promotions.
With IPL 2025 attracting around 100 crore viewers, brands are keen to engage with this growing audience. Snap India has introduced tools for live sports moments, including APIs and branded AR lenses, to attract advertisers.
“The brands that succeed will be those that integrate naturally into the experience, turning cultural attention into measurable outcomes,” added Ravi.
The IPL is no longer just a broadcast; it is evolving into a vibrant engagement economy where content, commerce, and community converge. As second-screen behavior becomes the norm, the competition is shifting towards capturing user attention across multiple platforms and monetizing it effectively.
