As cricket fever takes over India, it’s not just about watching the match anymore, millions of fans are diving deep into the action in new and exciting ways. With technology playing a key role, the experience has evolved, and fans are actively engaging with the game like never before. A recent report explores this shift in how fans interact with cricket content, especially during high-profile events like the IPL. The report, launched by Glance in collaboration with InMobi Advertising and AppsFlyer, highlights key trends that are reshaping the cricket experience.
The Rise of Second-Screen Engagement
During the 2024 cricket season, the way fans followed the game changed significantly. Glance, with its AI-powered smart lock screens, saw a dramatic increase in user interaction. Over 120 million people engaged with the platform during the IPL, preferring one-tap, interactive content over just passively watching the game. This new “second-screen” behavior is becoming the norm, fans are using their phones to stay updated with live stats, scores, and commentary, all while enjoying the match. This shift created an even more immersive experience that goes beyond simply watching the game on TV.
The data from Glance shows that users spent 44% more time on cricket-related content. The numbers are staggering: 314 billion glances and 433 million taps were recorded during the season. But it wasn’t just cricket content that grabbed attention, users also explored news, entertainment, food, health, and gaming, showing that cricket fans are not only focused on the match but engaging with a range of other content.
Language Diversity in Cricket Content
One of the most interesting findings from the report is how cricket fans are consuming content in a wide range of languages. While English remained the dominant language, with 81% of content consumption, regional languages are gaining traction. Hindi emerged as the most popular language with 36.22%, followed by Tamil (25.31%), Kannada (15.35%), Marathi (12.13%), and Telugu (10.99%). This shift shows a growing demand for localized content, with fans connecting with the sport in a way that feels more personal and relevant to their region.
The Surge in Mobile App Engagement
The influence of cricket extends far beyond TV screens. During the cricket season, mobile apps saw a major boost in engagement, with a notable increase in app installs and in-app purchases. Data from AppsFlyer revealed a sharp rise in usage across OTT streaming, shopping, food delivery, and travel apps. The gaming sector stood out, with gaming apps experiencing a six-fold increase in click-through rates (CTR), showing just how much cricket drives digital activity.
Other sectors also saw impressive engagement. Home entertainment apps saw 5.6 times more interaction, and music apps experienced a 3.5 times increase in activity. Cricket fans were more engaged than ever, with 9.4% more in-app clicks, and a staggering 21x increase in video ad engagement. This demonstrates that fans are no longer just passive viewers, they are active participants, interacting with apps and engaging with brands throughout the season.
For brands, this shift offers a golden opportunity to connect with a highly engaged audience during peak times like the IPL. To succeed, brands need to embrace the second-screen experience, offering interactive and personalized content that captures the attention of cricket fans. Whether through gaming, shopping, or content consumption, brands have a unique chance to tap into this surge in digital engagement.
With mobile-first engagement growing rapidly, cricket season is evolving into more than just an event, it’s a full-fledged digital experience. Brands that adapt to this shift will have the opportunity to successfully navigate India’s cricket landscape in 2025 and beyond, reaching a connected, interactive audience that’s more engaged than ever.
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