Star Sports, the Indian pay-TV network, has witnessed a significant surge in its coverage of the Premier League matches of season 2023/24. The reach increased by an impressive 63% year-over-year (YoY), indicating a growing interest in English top-flight soccer among Indian viewers.
The Premier League's reach within India's six megacities - Delhi, Mumbai, Chennai, Bengaluru, Kolkata and Hyderabad - doubled during this period. Furthermore, the watch time for these games escalated by 2.6 times compared to previous seasons.
This growth is not just confined to numbers but also extends to the quality of viewership. A whopping 70% of metro viewership came from households with an 'A' rating according to India’s 'New Consumer Classification System'. This indicates that the most affluent demographic group in India is showing keen interest in English football.
Big six clubs triple their reach
The league’s ‘big six’ clubs - Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham Hotspur – experienced triple growth in their TV reach among NCCS A households within these megacities. This suggests that not only is general interest increasing but specific club loyalties are also being formed among this affluent demographic.
On the final day of the season alone there was a staggering increase with viewership being 5.5 times greater amongst NCCS A households within these megacities compared to previous years.
Growing popularity among urban population
These strong numbers reflect more than just statistics; they indicate a shift towards increased popularity for Premier League football within urban populations across India. The fact that NCCS A households are leading this trend suggests that they are likely becoming dedicated fans of English top-flight soccer.
As we look forward to another exciting season starting on August 16th, 2024, it's worth noting that this will be the last season covered under the league’s current deal with Disney-owned Star. The future of Premier League coverage in India beyond this point remains to be seen.
These numbers are a testament to the growing popularity of English football in India. With affluent households leading the charge, it is clear that Premier League football has found a dedicated and passionate fan base within urban India. This trend is likely to continue as more people get access to quality sports coverage and develop an interest in international sports leagues.
