They’re not watching every over — they’re clipping highlights, creating memes, and running fantasy leagues. So what does IPL viewership really mean in the Gen Z era?
This IPL season, it wasn’t Shah Rukh Khan or even Virat Kohli commanding screen time — it was Ananya Panday. The Bollywood star led with 9% of total ad volume in the first 37 matches of IPL 2025, overtaking legacy endorsement icons like SRK.
Her dominance isn’t just a media stat — it’s a signal. A new generation is here, and brands are pivoting fast to win them over. But while marketers rush to meet Gen Z where they are, a bigger question looms: Is Gen Z still really watching the IPL?
The Short Answer: Yes, But Not Like Before
According to Amita Srivastava, Vice President – West at Carat India, Gen Z is still tuning in — just not in the traditional sense. “They’re not watching ball by ball. They’re showing up for the moments — the viral clips, the memes, the narratives,” she says.
For Gen Z, IPL isn’t about sitting through four-hour matches. It’s a multi-platform, meme-fuelled experience. They’re not just viewers — they’re curators, remixers, and participants. It’s less match consumption, more content creation.
Gen Z’s IPL Is Everywhere, All at Once
Gone are the days of one-screen, passive viewing. Today’s IPL viewer might be streaming the match on JioCinema, reacting to it on Twitter (now X), following memes on Instagram, chatting about it on Discord, and catching post-match shorts on YouTube — all at once.
What draws them in aren’t just boundaries and wickets, but dramatic storylines that feel personal: KL Rahul facing his ex-team’s owner, Siraj bowling at home in Bengaluru, or Shubman Gill’s on-field confrontation with an umpire. These aren’t just game moments — they’re content gold.
As Shimona Mohan, Associate Strategy Director at TBWA India, explains: “Social media drives them to the match, or at least to the score. Being part of the conversation online is half the fun.”
The Data Tells the Same Story
IPL 2025’s opening weekend set the tone. JioCinema recorded 137 crore video views, 3.4 crore peak concurrency, and over 2,186 crore minutes of watch time. More than half of this came via Connected TV, indicating a clear shift away from traditional cable.
Srivastava sums it up: “IPL isn’t just a match for Gen Z. It’s a digital-first content ecosystem that spans platforms, formats, and communities.”
It’s Not Passive — It’s Participatory
According to Nielsen data from 2023, over half of IPL viewers actively use fantasy platforms. Abhik Banerjee, COO of Madison Media Infinity, notes that Gen Z is invested — not just watching, but predicting outcomes, building fantasy teams, and competing with friends.
“They’re shaping their own IPL — stitching viral reels, jumping into fantasy leagues, and consuming bite-sized content. They’re flipping between Shorts, Reels, and memes,” Banerjee says. “They’re not just spectators — they’re creators.”
Why Brands Need to Rethink Their Playbook
With Gen Z redefining how cricket is consumed, brands are learning to meet them where they are — around the match, not just during it.
“Influencers are key,” says Shimona Mohan. “On Instagram, creators humanise both the game and the players — making the sport more accessible and engaging.”
Whether it’s Coca-Cola’s in-game “halftime” engagement or Delhi Capitals teaming up with creators like Yuvraj Dua, brands are shifting towards content Gen Z actually wants — fast, funny, and relatable.
Highlight reels, stitched-together game recaps, and memes now carry more weight than traditional ads. “These creators bring moments alive,” Mohan adds.
Influencers > Celebrities?
For Gen Z, influencers are often more trusted than Bollywood stars. Siddharth Devnani, Co-Founder and COO at SoCheers, explains: “Influencers are ‘celebrities’ for this audience. Their endorsements feel more authentic and personality-driven. The ROI on influencers is often better than legacy stars.”
This signals a deeper shift: marketing isn’t just about visibility anymore — it’s about relevance.
Is IPL Still the Right Platform for Gen Z Campaigns?
Yes — but with a caveat.
Siddharth Devnani notes that while IPL offers massive reach, it isn’t a Gen Z-exclusive space. “You can’t target by age on traditional TV or run-of-site (ROS) digital ads — so Gen Z-only campaigns risk spillover into older audiences.”
His advice? Use the IPL for broad cultural relevance, but lean on platforms like Snapchat, Meta, and YouTube for sharp, Gen Z-specific targeting — especially with college-themed content.
Banerjee agrees: “Gen Z is the future customer base. Winning their loyalty early is important. But Millennials still hold the spending power, so a balanced approach is key.”
The Bottom Line for Brands
Gen Z is still very much in the IPL game — but on their own terms. They’re not watching every match from start to finish. They’re jumping in and out, engaging through creators, fantasy leagues, highlight reels, and memes. For them, IPL is less about the scoreboard and more about the story.
If brands want to win this generation, they’ll need to shift from ads to experiences, from stars to creators, and from matches to moments.
As the lines blur between content, community, and cricket, the real question isn’t whether Gen Z is watching the IPL — it’s whether brands are watching them closely enough.
