According to the latest findings of Axis My India’s India Consumer Sentiment Index (CSI), JioCinema is the favorite means of viewing IPL for people aged 18 to 25.

Approximately one-third of this age group chooses to watch IPL on JioCinema this year.

The survey had a total sample size of 10,206 respondents from 35 states and UTs. 64 percent were from rural India, while 36 percent were from metropolitan India.

According to the report, the younger group likes to watch IPL on JioCinema, while the middle-aged population chooses cable/DTH television sets.

Commenting on the CSI report, Pradeep Gupta, Chairman & MD, of Axis My India, said “Today’s media landscape is evolving at a rapid pace, and our survey results highlight some intriguing trends that businesses and marketers should take note of. From a growing appetite for environmentally conscious products among young consumers to the increasing popularity of mobile viewing during events like the IPL, to the rising interest in AI tools like ChatGPT, there are plenty of insights here for stakeholders across a range of industries. By paying attention to these shifts in consumer behavior, businesses can position themselves for success in the months and years ahead.”

JioCinema claimed on Thursday that it has received 1300 CR+ video views in the first five weeks of the IPL. Given the platform’s growing popularity, the average time spent per viewer per match has surpassed 60 minutes. IPL has also reached twice as many viewers on Connected TV as it did on HD TV.

The number of advertisers who have joined up for JioCinema is likewise a new high, as is the income generated, both of which are much greater than last year on digital. The number of firms jumping on the digital bandwagon is anticipated to grow even more.

JioCinema’s dominance in IPL watching among Gen Z demonstrates the platform’s growing popularity and supports the media landscape’s move towards digital platforms.