The Indian Premier League (IPL) has returned, meeting audience and advertising demand for high-profile sporting events, according to data from BARC India and Nielsen.
In the first week of the competition, an average of 8.7bn minutes per match was watched across India. This is an increase of one-third (31%) compared to the first week of 2019's league.
Men watch for longer (4.9bn minutes per match) but female audiences have seen quicker growth, with minutes watched per match rising by 33% this year.
Audiences aged 15 to 21 years old recorded the highest level of minutes watched, at 1.6bn,...