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The ICC T20 World Cup catch-up content is estimated to have a reach of 70-80 million users, which is bigger than the top reality shows in India. It further stated there is a <5% difference in ratings among the Top 5 non-India teams.ĭisney+ Hotstar is targeting a platform reach of 200-230 million in 29 days, compared to 260-280 million platform reach for the IPL 2021.
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The platform contended that the non-India matches of the tournament are at par with India bi-lateral matches. The recently concluded ICC World Test Championship and ICC Cricket World Cup 2019 had more daily social media mentions than the Indian Premier League (IPL). While the platform sells sponsorship for the entire tournament, however, if someone wants to buy only India matches then the premium on ad rates is 2-2.5x.Īccording to Disney+ Hotstar's sales pitch to the media agencies and advertisers, which has been accessed by exchange4media, the ICC events drive 60% more conversations than other top cricket tournaments. Then there are semi-finals and the final," the source close to the development. The remaining 30 games are of interest, of which the five games involving India matter the most. "The first 12 games are of the least significance, since these involve weaker teams. Another industry source notes that an ad revenue of Rs 200-250 crore looks more realistic, as only 30 out of the 45 games are important. The source said that the platform is eyeing an estimated ad revenue of Rs 300-350 crore.
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For co-presenting sponsors, the outlay would be around Rs 35 crore, while associate sponsors have to commit Rs 20 crore. Dream11, Vimal Pan Masala, CoinSwitch, and BharatPe have come on-board as sponsors.Īccording to a source close to the development, the platform is targeting 10-15 sponsors for the tournament. Star India-owned video streaming platform Disney+ Hotstar has roped in four sponsors for the upcoming ICC T20 World Cup 2021 almost two months before the tournament kicks off.