The ICC Men’s T20 World Cup final 2024 between India and South Africa captivated millions of viewers, setting a new benchmark for live sports streaming on Disney+ Hotstar. The monumental event, which marked India’s triumphant return to ICC glory, attracted an astounding peak concurrent viewership of nearly 53 million, solidifying its place in the annals of cricket history. Let’s explore the record-breaking viewership and the impact of this momentous occasion for sports streaming brands on the world of sports streaming.
Impressive Viewership Figures
The final match on Saturday witnessed an extraordinary peak concurrent viewership of nearly 53 million on Disney+ Hotstar, underscoring the immense popularity of the ICC Men’s T20 World Cup. The post-match ceremony sustained an impressive viewership between 25 to 30 million, reflecting the enduring fascination and engagement of cricket enthusiasts.
Record-Breaking Moment
While India’s victory in the ICC Men’s T20 World Cup marked a historic milestone, it fell just short of surpassing the record audience of 59 million set during the India-Australia ODI final in November 2023. Despite India’s loss in the final, the event stands as a testament to the unwavering passion and fervor of cricket fans worldwide.
Disney Star’s Remarkable Feat
Disney Star, the exclusive broadcaster for both linear and digital platforms, aired the ICC Men’s T20 World Cup final live on the Star Sports network, contributing to the monumental viewership figures. The unparalleled success of the live streaming experience on Disney+ Hotstar demonstrates the platform’s commitment to delivering top-tier sports content to a global audience. Here a few reasons that can be also be attributed as to how Disney+ Hotstar India was able to achieve this remarkable feat:
Capitalizing on High-Demand Events: Disney+ Hotstar understood the immense popularity of the T20 World Cup, particularly with India in the finals. By offering exclusive live streaming, they positioned themselves at the heart of this highly anticipated event.
Engaging Fans Beyond the Final Whistle: The impressive post-match viewership (25-30 million) highlights another successful strategy. Disney+ Hotstar kept fans glued to their screens with captivating content, extending the engagement beyond the final ball.
Leveraging a Strong Partnership: Disney Star, holding the exclusive rights for both linear and digital broadcasts, ensured a seamless viewing experience across platforms. This collaboration maximized reach and contributed significantly to the record-breaking figures.
Celebrating the Fan Frenzy: Acknowledging the passion of Indian fans, Disney+ Hotstar’s Head expressed his appreciation for their unwavering support. This connection with the audience fostered a sense of community and further solidified the platform’s image as the go-to destination for live cricket.
Raising the Bar with Dolby Vision: Taking innovation a step further, Disney+ Hotstar became the first streaming service globally to offer live cricket matches in Dolby Vision. This premium feature, available only to subscribers, promises an unmatched viewing experience with “lifelike colors, sharp contrast, and rich detail” for those watching on compatible 4K TVs.
Expanding Reach and Content: Disney+ Hotstar partnered with social media platform ShareChat and its short video arm Moj to share cricket match highlights in regional languages. This strategic move expands their reach to a wider audience and fuels fan engagement beyond the main platform.
Celebrating the Triumph
Sajith Sivanandan, Head of Disney+ Hotstar India, expressed heartfelt congratulations to both teams for their exceptional performances during the ICC Men’s T20 World Cup 2024. The staggering 5.3 crore concurrent viewers tuning in on Disney+ Hotstar for the finals, the highest peak concurrency recorded for this tournament, stands as a testament to the unwavering support and passion of Indian cricket fans, propelling live sports streaming to unprecedented heights.
A Landmark Example
The success of the ICC Men’s T20 World Cup 2024 final on Disney+ Hotstar serves as a landmark example of effective branding strategies in sports streaming. Here’s how they can capitalize on this success:
1. Secure High-Demand Events: Being the exclusive platform for a highly anticipated sporting event like the T20 World Cup final puts you at the center of fan attention. Negotiate exclusive rights or prioritize streaming major tournaments to establish yourself as the go-to destination for those events.
2. Foster Fan Engagement Beyond the Match: Disney+ Hotstar’s impressive post-match viewership highlights the importance of keeping fans engaged beyond the final whistle. Offer captivating content like highlights, expert analysis, and interactive features to extend the viewing experience.
3. Build Strategic Partnerships: Partnering with broadcasters like Disney Star for linear and digital rights, as Disney+ Hotstar did, creates a seamless viewing experience across platforms, maximizing reach and attracting a wider audience.
4. Celebrate Fan Passion: Disney+ Hotstar’s acknowledgement of Indian fans’ passion resonated well. Regularly interacting with your audience, expressing appreciation, and fostering a sense of community can strengthen brand loyalty.
5. Innovate and Differentiate: Disney+ Hotstar’s pioneering use of Dolby Vision for live cricket streams sets them apart. Always seek innovative ways to enhance the viewing experience, whether it’s superior picture quality, interactive features, or personalized content recommendations.
6. Expand Content and Accessibility: By partnering with ShareChat, Disney+ Hotstar offers cricket highlights in regional languages on a popular social media platform. This expands their reach to a wider audience who might not otherwise access their platform. Explore similar partnerships and cater content to diverse demographics to broaden your appeal.
7. Leverage Data and Analytics: Understanding viewer preferences is crucial. Analyze viewership data to identify popular content formats, preferred languages, and peak viewing times. Use these insights to tailor your offerings and personalize the user experience.
By following these branding lessons gleaned from Disney+ Hotstar’s T20 World Cup success, video sports streaming platforms can position themselves for significant audience growth and brand loyalty. The key takeaway here is that, at the end of the day, it’s not just about securing rights, it’s about creating an unparalleled viewing experience that celebrates the passion of sports fans.
Bottomline
The ICC Men’s T20 World Cup 2024 final on Disney+ Hotstar has executed a winning strategy in the world of sports streaming, shattering records and captivating a global audience. The remarkable viewership figures and the unparalleled fervor of cricket enthusiasts demonstrate the effective strategy of leveraging live sports events to unite and enthrall audiences worldwide. As the sports streaming landscape continues to evolve, the ICC Men’s T20 World Cup serves as a landmark example of the potent strategy of harnessing the universal language of sports to bring people together and captivate audiences globally.
Also Read: The Uncommon Advantage: How Nation Branding Fuels Growth and Influence?
