This time, ICC World Cup will boost four consumer sectors

2018 was a very exciting year for television, for both the digital and ad industries. This year, however, promises to be a roller-coaster ride with three major events – IPL, general elections, and the ICC World Cup, taking place in quick succession.  

Sports and election viewership will top the charts as broadcasters will interact directly with consumers. Multiple digital avenues have bridged the gap. A fan can now access several platforms to engage and communicate, revolutionising how new media is consumed.

Along with ad sales, World Cup will witness increased viewership as consumer marketing would prosper through various channels and properties. Availability of sports content in regional languages will also trigger popularity and demand across the country.  

Apart from TV and social media platforms, here are four sectors that will witness heavy demand from Indian consumers during these major events.

One will witness disruption in the World Cup ecosystem this year with sports-based internet radio. With easy and low cost accessibility, internet sports radio will witness increased outreach not only among the urban and educated youth, but also among the semi urban and rural Indians.

Coupled with availability of content in regional languages, internet radio will reach out to cricket fans in different regions. Sports Flashes, one of India’s leading sports internet radio, which runs 24-hour multi-sports service, has bagged the audio rights for World Cup 2019.

Food sites and apps will see almost 30 per cent growth during the period. Delivery apps will witness demand go up thrice as much, as on regular days. Pubs, restaurants, and bars will be the first preference for fans, who want to head out and watch the match on giant screens, while having a gala time.

At the same time, there are fans who enjoy comfort more than anything else. For them, watching the game at home and ordering food is a luxury that they can’t afford to miss.

While metro cities have been growing really fast over the years in terms of food delivery apps, this World Cup will witness a rising demand in Tier 2 and 3 cities in delivery apps by approximately 30 per cent.

Over-the-top (OTT) media services provide video content, which is independent from other forms of media. This sector is a game-charger. In no time, it has become the most preferred platform for consumers.

New technologies, plummeting data costs and increased usage of smartphones has catalysed the popularity of OTT platforms. OTT platforms, too, will cash in on the opportunity that the World Cup offers.

Due to exclusive cricket content offered at competitive pricing, the platforms will see huge demand from the urban youth. At present, OTT constitutes 16 per cent consumer focus as compared to TV, as per reports, but the demand is likely to grow by 37 per cent in metro cities and 15 per cent in Tier 2 cities.

When it comes to key events such as the World Cup, the smartphone industry sees a huge demand. India is an attractive target for manufacturers as one of the fastest growing markets globally.

This growth will undoubtedly double due to the rising cricket fever. With lower pricing along with accessibility of apps and various online platforms, smartphones will meet consumers’ needs during the peak season.

Cricket is not merely a sport, but more akin to religion, which connects every Indian. Victories and defeats do not keep the Indian cricket fans away from the sport. The game is like an addiction. No other sport gives a heart attack; no other sporting event gets such high TRPs and the story of every cricketer is like an inspiration for the youth. The affinity towards cricket is never ending.

The craze for cricket is at its peak this year, which began with Indian Premier League (IPL) and will reach another level once the World Cup starts.

This love will translate well for television and various online video platforms. World Cup 2019 will prove yet again that no other game can garner national interest and spirit like cricket.

Author is founder and CEO, Sports Flashes