In an era where cricket’s shorter formats often dominate headlines, the gripping conclusion to the recent India–England Test series served as a potent reminder of the enduring drama and commercial draw of five-day cricket.
Sky Sports, the UK pay-TV broadcaster, recorded more than one million viewers for the final Test match between India and England — a figure that doubled typical weekday viewership for non-Ashes Test matches. The fourth day alone (August 2) drew 1.5 million viewers across Sky’s platforms, with the crescendo building toward a heart-stopping finish.
The match’s climax, held at The Oval on August 4, saw India snatch victory by a mere six runs after a tense final-hour spell — a sequence of just 56 minutes that captured the nation’s sporting imagination. It was a rare confluence of quality, tension, and historical stakes that many now regard as the most compelling Test series in England since the legendary 2005 Ashes.
Audio audiences followed suit. The BBC’s Test Match Special (TMS) coverage amassed a total of 14.3 million listens across the five-match series. For the fifth Test alone, 3.1 million listeners tuned in, with over 500,000 engaged during the final, decisive hour.
These numbers are particularly significant in the context of today’s cricket media landscape. With short-format leagues like the IPL and The Hundred expanding rapidly — and broadcasters placing heavier commercial emphasis on white-ball cricket — red-ball formats have faced growing scrutiny over their long-term value. But this series delivered a narrative that short formats often cannot replicate: slow-burn tension, strategic nuance, and an unforgettable finale.
Sky’s current broadcast agreement with the England and Wales Cricket Board (ECB) runs through 2028, giving the network continued access to high-profile Test content. Last year’s Ashes opener between England and Australia also delivered record numbers for Sky, peaking at 2.12 million viewers on the final day — a clear trendline that Test cricket, when positioned correctly, still draws substantial viewership.
Looking ahead, England’s next marquee Test assignment will be the Ashes in Australia during the 2025–26 winter. However, rights for that series remain with TNT Sports (formerly BT Sport), marking their third consecutive Ashes in Australia. Sky reportedly chose not to pursue those rights aggressively.
As the cricket calendar becomes increasingly congested with franchise leagues and T20 series, this India–England epic may offer both broadcasters and boards a strategic lesson: long-form cricket still commands deep emotional and commercial capital — when the stakes are high and the narrative strong.
Partner With Us
Want to feature your brand, business, or service on 365247 — Whether you’re looking to sponsor, collaborate, or build presence within our ecosystem, we’d love to explore it with you.
Submit your Interest Here
IMAGE: NDTV
