In a decisive maneuver that underscores the shifting sands of India’s sports broadcasting landscape, JioStar had acquired exclusive digital streaming rights to India’s cricket tours of England, sublicensed from Sony Pictures Networks(SPN). The deal did not only expands JioStar’s content empire but also highlighted the intensifying competition—and volatility—among rightsholders seeking ROI in a hyper-fragmented market.
Strategic Repositioning: Why This Move Matters
Sony, which had acquired the India-England rights in a high-stakes bid to anchor its cricket portfolio, offloaded select digital rights to manage escalating costs. Enter JioStar, leveraging its tech infrastructure, consumer reach, and financial agility to take control of India’s most bankable sports property: its national team.
India’s tours of England are among the most watched cricket events globally. With top-tier talent, high drama, and massive diaspora interest, these matches consistently deliver peak traffic and ad revenues. For JioStar, this is not just a cricket win—it’s a digital market conquest.
The Bigger Picture: OTT Consolidation Accelerates
JioStar’s acquisition signals a broader trend:
- OTT rights are now a battleground for scale and ecosystem dominance, not just audience numbers.
- Traditional broadcasters are under pressure to monetize costly rights amidst falling linear viewership.
- Digital-native platforms are weaponizing deep capital and user data to optimize content ROI and audience stickiness.
As JioStar aligns more premium content under its roof, it strengthens its grip on the Indian digital economy—combining content, commerce, and connectivity into a vertically integrated juggernaut.
What This Means for Stakeholders
For Broadcasters: Expect more rights sublicensing as networks recalibrate inflated valuations and look to limit losses through B2B deals.
For Brands: Ad inventories around premium cricket are moving from TV to digital—sponsorship agility and digital targeting will be key.
For Fans: The platform shuffle continues—convenience is taking a backseat to exclusivity. Expect multiple subscriptions for full coverage.
For the Market: JioStar is becoming the Apple of Indian media—its bundling power and content library will soon make it indispensable.
At 365247 Consultancy, we help:
- Media firms evaluate content acquisition and sublicensing strategies.
- Brands identify the smartest entry points into India’s evolving sports viewership ecosystem.
- Investors understand long-term implications of media-rights shifts on market growth.
Schedule your introductory call here.
Join the 365247 Community here.
IMAGE: HT
