The video streaming of Pepsi IPL 2014 on starsports.Com got off to a rousing start with India's first multi-sports digital service delivering a reach comparable to what Sony Six delivered last year with the telecast of the 2013 players' auction.
Streaming of the action from this year's players' auction on starsports.Com attracted as many as 6.8 lakh visits to starsports.Com over the two days. These numbers were delivered despite a 5 minute delay in the service. Last year's IPL auctions on Sony Six delivered a reach of 404,000 viewers with an average time spent of 25 minutes in the male SEC ABC 15+ demographic. In comparison, starsports.Com reached 387,000 viewers with an average time spent of 31 minutes each on the web. "We had decided to produce a high quality show around the auctions, with commentary and analysis from Harsha Bhogle and Sourav Ganguly. This is a vindication of our approach. The Indian consumer is evolving fast and more and more consumers want to catch the action while on the move. We are convinced that this year, the mobile screen will be where the action will be for IPL," Ajit Mohan, EVP and Head, New Media, Star India, said. The highest growth in traffic was seen in the first session of the auction on 12th when marquee players like Yuvraj Singh and Kevin Pietersen were being sold. The traffic peaked at 3:00 pm on February 12th. Almost 60 per cent of the traffic was from sports fans between the age of 18-24 years, and almost all of the traffic was in the coveted male demographics. Starsports.Com is India's first multi-sports digital service with availability across the web and mobile. Powered by live and video rights, it covers the best of world sports including major cricket tournaments, BPL, La Liga and Serie A in football, F1, hockey and tennis. This year, for the first time, all IPL matches will be available on starsports.Com.