IPL ecosystem value drops by 10.6%, falls to INR 82,700 Cr: Report

D & P Advisory, a provider of consulting, advisory, and valuation services released 'Beyond 22 Yards 2024 – IPL’s Legacy and WPL’s Vision, an IPL & WPL Valuation Report.' In its second season, WPL drew significant attention and support from fans. In parallel, the IPL 2024 witnessed almost all high-score records for run-scoring shattered this season. This IPL saw history being made with over 500 runs being scored in a single match.

According to the report, compared to the last edition, the IPL ecosystem value has fallen from INR 92,500 crore to 82,700 crore, marking a decrease of around 10.6%. In USD terms, this translates to a decline from $11.2 billion to $9.9 billion, representing a decrease of approximately 11.7%. This downturn comes despite the league's unyielding allure, which continues to attract audiences across television and digital platforms.

In its previous year’s valuation report, it has already factored in the expected surge from the media rights renewal (post the current cycle). For the first time in 2022, the Board of Control for Cricket in India (BCCI) made the decision to bifurcate the media rights for TV and digital platforms for the upcoming cycle of five years from the 2023 season.

Santosh N, Managing Partner of D & P Advisory said, “We anticipate certain demand-side constraints in the next IPL media rights cycle auction due to a decrease in number of potential bidders. Several significant developments from the past year have led us to revise our media rights value estimates.”

 The developments are:

1. The failed merger between Zee and Sony (which was expected to go through as of the last valuation) has impacted market dynamics.

2. The merging of Reliance-owned Network18 and Disney-owned Star India has essentially created monopolistic control over television and digital broadcasting.

3. The delay in the entry of major tech players such as Amazon, Meta, and Apple into the IPL media rights arena exacerbates the situation.

Looking forward, the potential dearth of vigorous competition could lead to a more conservative approach in the bidding for IPL media rights. According to Santosh N, “The days of escalating bid prices driven by fierce competition may be behind us, casting a shadow over the future growth trajectory of IPL’s media rights valuation. Despite a substantial growth opportunity for digital platforms, the pivotal question remains: will market forces generate sufficient competition to drive up the per-match value of IPL rights?”

Compared to the previous edition, the WPL ecosystem's value has increased from INR 1,250 crore to 1,350 crore, marking an 8.0% rise. In USD terms, this translates from $150 million to $160 million. The league has consistently been a blend of cricket, business, and entertainment, and this year was no different. It continued to captivate audiences across both television and digital platforms.

The report goes on to emphasise that a league's media rights are its most valuable asset, underscored by the massive investments from broadcasters, tech giants, and OTT platforms seeking to capture their content. This defines the true value of the content and service offerings. In the last couple of years, the shift in consumer content consumption is disrupting the market in a big way.

India has witnessed a significant rise in internet penetration, driven largely by accessible data plans. The significant drop in the average cost of 1 GB of mobile data has democratised internet access across rural and urban areas, fostering digital inclusivity and fundamentally changing content consumption patterns. Also, the free streaming of IPL and other cricket content indicates a trend where cricket broadcasters may struggle to revert to a monetisation model to retain consumer loyalty on the platforms.

The future of media rights for major sporting events like the IPL is increasingly shifting towards digital platforms rather than traditional television broadcasting as they cater to modern viewers' preferences for on-demand and personalized content consumption.

Some industry experts advocate for the BCCI to adopt a strategy similar to that of American sports leagues by segmenting and packaging IPL media rights. This method has become a global benchmark for enhancing the value of sports media rights, setting a precedent that can significantly benefit the IPL.

If tech giants like Amazon, Google, Apple, and Meta enter into the IPL broadcasting arena, it could further revolutionise sports media in India, as they leverage their digital infrastructure to enhance the viewing experience and innovate on content delivery.

By shifting to digital platforms, the IPL and WPL have become accessible to fans in smaller towns and rural areas who were previously limited by cable or satellite access. This move is a significant step towards democratising access to the league.