The Indian Premier League (IPL) has always been one of the most watched cricket tournaments in India. But in 2026, things seem a bit different. As per reports from TAM Sports and BARC India, TV ratings have fallen from 4.57 to 3.71. What’s more surprising is that even digital viewership has gone down. This shows that the drop is not just on TV, but across all platforms.
What Number Tell Us
The fall in ratings means fewer people are watching IPL matches on television. Along with that, the average number of viewers has also dropped. In simple words, not only are fewer people tuning in, but those who do watch may not be watching for long.
The total reach has also declined. This means IPL is reaching fewer homes than before. Earlier, matches would attract viewers from all kinds of audiences, but now that number seems to be shrinking.
Digital Viewership Also Affected
In recent years, many people moved from TV to mobile and streaming apps to watch IPL. It was expected that digital numbers would stay strong even if TV dropped. But this year, even digital views have reduced.
This could mean that overall interest in watching full matches has gone down. People might still be following scores or watching highlights, but not sitting through entire games like before.
Fewer Advertisers This Season
Another big change is in advertising. The number of advertisers has come down from more than 65 to around 45. That’s a noticeable drop.
Advertisers usually spend money where they get good visibility. If viewership falls, brands may not see enough value in investing heavily. This affects broadcasters as well, since ads are a major source of income.
Why Is This Happening?
There could be a mix of reasons behind this trend. One reason is changing habits. People today prefer quick content. Instead of watching a full match, many just check highlights or short clips.
Another reason could be that the excitement around IPL is not as strong as it used to be for some viewers. After so many seasons, some fans might feel it’s becoming repetitive.
Also, people now have more entertainment options than before. From web series to social media, there’s a lot competing for attention.
Changing Viewer Behaviour
The way people watch content has changed a lot. Younger audiences especially prefer watching on their own time, in shorter formats. Long matches may not fit into their daily routine.
Even on digital platforms, attention spans are shorter. So while people still like cricket, they may not want to spend hours watching it live.
What Can Be Done?
This drop doesn’t mean IPL is losing its importance completely. It is still a huge event with a strong fan base. But it does show that things need to change.
Organizers and broadcasters might need to think of new ways to keep viewers interested. This could include better digital content, more engaging formats, or new ideas to make matches feel fresh again.
Conclusion
IPL 2026 has seen a clear drop in both TV and digital viewership, along with fewer advertisers. This shows a shift in how people are choosing to watch and enjoy cricket. To stay on top, the league may need to adapt to these changing habits and find new ways to connect with its audience.
