Mumbai: The Indian Premier League (IPL) 2026 season has recorded a significant drop in television viewership, even as the tournament reaches its midway stage with teams having played 9–10 matches each.
According to recent data from Broadcast Audience Research Council India and TAM Sports, the first half of the 19th edition has witnessed a sharp decline in both TV ratings and brand participation on television.
The shift in consumption patterns towards digital platforms, especially Connected TV (CTV), has impacted traditional television viewership. TV ratings have dropped by 18.8%, falling from 4.57 in 2025 to 3.71 in 2026.
Average viewership has also declined by 26%, decreasing from 10.6 million to 7.84 million. The total reach of the tournament saw an 8.3% dip, from 123.96 million viewers to 113.61 million.
The Average Minute Audience (AMA) has reduced significantly, indicating that while audiences continue to tune in, they are spending less time watching matches on television.
The commercial landscape of the IPL is also undergoing a structural shift. Advertiser participation on linear TV has dropped sharply in 2026, with the number of brands declining by 31%—from over 65 in 2025 to around 45 this season. Additionally, 44 brands have exited the IPL ecosystem, while only 24 new brands have joined.
However, digital platforms present a contrasting trend. Streaming performance has surged, with total digital reach touching 515 million during the opening weekend and total watch time reaching 32.6 billion minutes, highlighting a clear migration of viewers from television to digital platforms.
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