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State of the Screens

Disney+ Comes up Empty on Cricket Streaming Rights

By June 16, 2022No Comments

Big news: Streaming rights for the Indian Premier League (IPL) cricket will be moving from Disney’s Hotstar to Viacom18.

Big question #1: What is Viacom18?

Quick answer: A joint venture between Network18 (51%) and Paramount (49%).

Why this matters #1: India’s Hotstar accounts for 36% of all Disney+ subscribers. Analysts are projecting that 20M Hotstar subscribers could cancel due to the loss of cricket.

Quote from Brandon Katz – Senior TV Industry Reporter @ The Wrap:
“Talk about a sticky wicket. The Walt Disney Company, which has had TV and streaming rights to cricket’s Indian Premier League, just came up with only half those rights in a new five-year deal that could have a very big impact on the entertainment giant’s future.”

Big question #2: How important are media rights to Disney+ growth in India?

Quick answer: Cricket is the most popular sport in India, with 124M fans accounting for 90% of the 136M who like any sport.

Key details for new IPL media rights deal:
1) Begins in 2023 and runs through 2027
2) 5 years total
3) ≈ $6B total
4) $1.2B per year
5) 410 matches per year

Future IPL media rights by network according to The BBC:
1) Streaming (Viacom18) – $3.05B
2) Linear TV (Disney) – $3.02B
3) Total – $6.07B

Why this matters #2: Streaming rights were valued higher than the linear TV rights.

Share of viewership from streaming:
1) Indian Premier League – 20%
2) 2022 NFL Super Bowl – 10%

IPL media rights per year comparison (% change):
1) Current (Disney/Hotstar) – $480M
2) Future (Disney/Viacom18) – $1.2B (↑ 153%)

Media rights value per game:
1) National Football League – $17M
2) Indian Premier League – $14M
3) English Premier League – $11M

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.