JioStar Vice Chairman Uday Shankar has said that the success and financial viability of cricket depend on broader media economics and the ability to reach large audiences, rather than only on stadium attendance. He made the remarks while speaking at the ET World Leaders Forum in New Delhi.

According to The Economic Times report, Shankar said the Indian Premier League (IPL) has remained successful because it connects strongly with audiences across India. He said the wider media ecosystem plays an important role in the commercial sustainability of sports. He also described sports as a good investment for JioStar, while noting that it remains financially challenging.

He also called for a more structured approach to expanding cricket into newer markets. According to Shankar, emerging cricket nations need a clearer pathway to develop players, build interest and strengthen the sport. He also highlighted the potential of women’s cricket and said the quality of the women’s game is very high.

Shankar further said the traditional media industry is facing pressure as advertising comes under strain globally. He said media companies need to improve the content experience while also addressing the economics of their businesses. According to him, advertising and subscriptions remain key revenue sources for media companies.

On technology, Shankar said wider digital accessibility will be important for India’s growth and that technology can help expand access to areas such as education and healthcare. He also discussed the potential of artificial intelligence to transform content creation and distribution.

Shankar also recalled JioStar’s early decision to offer content for free, saying the strategy helped the platform scale rapidly. He said the future of media will depend on better content experiences, wider digital access and sustainable business models.