India CTV during IPL is a different medium from India CTV outside of sports. The IPL audience on CTV skews 65–75% male, 18–44 years old, and has the highest co-viewing rates of any content genre — 3–5 people per device on match days compared to the 2–3 average for non-sports prime time. Viewing spikes 3–5x on match days vs non-match days on the same platform.
The sports audience is geographically broader than non-sports CTV — cricket draws Tier 2 city viewers in a way that drama and film content does not. CPMs during peak IPL windows run 2–4x higher than equivalent non-sports inventory, but attention and completion rates are also higher — live sports viewers do not fast-forward through ad breaks. For male-skewing categories (auto, beverages, electronics, financial services, telecom), IPL CTV inventory delivers the highest-quality audience available on the medium. Book early — peak IPL packages sell out 6–8 weeks before the season.
Full guide
For a complete explanation, read: CTV sports audience in India: IPL, cricket, and what advertisers need to know