Reliance’s JioCinema breaks world record with free cricket streaming

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India’s JioCinema broke the world record for the most simultaneous views to a live-streamed event on Monday, eclipsing a long-standing milestone set by Disney’s Hotstar, as Asian mogul Mukesh Ambani spares no expense to expand his digital empire.

The Indian streaming app, whose partner includes James Murdoch’s Bodhi Tree-backed Viacom18, broke the record on Monday night, drawing more than 32 million concurrent viewers to the final game of the 16th edition of the India cricket tournament. the Indian Premier League between Chennai Super Kings and Gujarat Titans.

In what was a highlight for Hotstar, the platform drew an impressive 25.3 million concurrent viewers for a cricket match in July 2019, a record that went undisputed for several years. However, as the platform shifted the IPL streaming service to a paid format, it struggled to surpass this benchmark in subsequent years, underscoring the complexities of balancing reach and revenue within the streaming sector. .

A screenshot from the JioCinema service of Monday’s IPL game. (Image: Viacom18)

Taking a page from Hotstar’s previous strategy, Viacom18 is apparently steering its trajectory along a similar path. The Indian entertainment giant, whose biggest investor is Ambani’s Reliance, in a strategic shift last year. emerged victorious in a $3 billion bidding war against Disneysecuring the digital rights to the immensely popular IPL for a period of five years until 2027.

As part of its streaming strategy, Viacom18’s JioCinema app is offering free streaming of the tournament to audiences across South Asia, a move that could reshape the region’s digital broadcasting landscape, analysts say.

JioCinema, which also offers free access to its basic content to subscribers of the Jio telecommunication network, recently launched a premium tier. Starting last month, users can opt for a yearly premium plan, unlocking access to a wider range of content for the low price of 999 Indian rupees ($12).

Viacom18 has closed deals with international entertainment powerhouses Warner Bros. and NBCUniversal in recent weeks to make its premium offering a more compelling proposition to potential subscribers.