IPL online streaming on OTT may not be free

The Indian Premier League (IPL) 2025 is set to be a high-stakes affair for advertisers, with ad rates soaring 30-40% higher than last year. However, a significant shift in its digital streaming model could disrupt viewership dynamics. Unlike the previous season, where the tournament was freely accessible on OTT, this year IPL will be behind a paywall, potentially altering audience engagement, highly placed sources have told e4m. This move raises critical questions on whether the higher ad costs will yield the expected returns or if brands will face diminished reach due to restricted access. According to industry experts, the shift to a paywall model brings both risks and recalibrations for advertisers. While television remains a stronghold for IPL viewership, digital consumption has been a major driver of growth in recent years. “This transition could mean no free IPL streaming, potentially leading to a dip in digital viewers and a shift in audience preference back towards television,” said industry experts. They, however, also said that some users may opt to subscribe exclusively for IPL, especially on connected TV (CTV).