JioStar’s Rs 4,500 Crore IPL Chase: Premium pricing, big brand deals

JioStar is leveraging every tool at its disposal to meet its Rs 4,500-Rs 5,000 crore ad revenue target for Indian Premier League (IPL) 2025, as estimated by media buyers and planners, who also confirm a surge in advertiser demand. From aggressive ad pricing and sponsorship deals to cutting-edge ad measurement partnerships, the company is making a concerted push to establish IPL as India’s most premium ad inventory.

This confidence is reflected in the momentum JioStar has built ahead of the tournament, with advertiser interest already surpassing previous benchmarks.

“We have targets, but we have to see whether those targets will be realized. But given where we are right now compared to where we were at the same time last year, I think we are very bullish, and we are seeing a lot of strong advertiser demand going into the tournament,” said Ishan Chatterjee, Head of Business, Sports Revenue, SMB & Creator, JioStar, in an interaction with exchange4media.

This growing advertiser confidence is evident in the high-profile brands that have already come on board for IPL 2025, marking a strong start for JioStar’s first marquee event since the Reliance-Disney merger.

They have secured Campa, My11Circle, Amul, and the State Bank of India (SBI) as television and digital sponsors, sources have told exchange4media.

While sponsorship deals are falling into place, a key question remains unanswered for IPL on digital—how much of the IPL will be free to watch, and where will JioStar draw the paywall? This is not just a concern for viewers but also a crucial factor for advertisers, who are keen to understand how the streaming model will impact audience reach and engagement.

“Our goal is to ensure users can sample a significant portion of content before hitting any paywall. We haven’t set a fixed number yet, as we’re still experimenting, but the free access will be substantial—enough for users to watch an entire game,” Chatterjee said.

The threshold between free and paid IPL content is still being determined, with ongoing discussions internally and with advertisers.

Jio’s 2016 4G launch disrupted the telecom industry by offering free services before transitioning to a paid model, locking in millions of users. Now, the company appears to be adopting a similar strategy for IPL 2025—but this time, the focus isn’t just on subscriber growth, it’s on securing advertiser revenue.

According to media planners, JioHotstar, the OTT arm of JioStar, is testing a limited free model before gradually introducing paid access to certain content. If they successfully executed this strategy once, can they do it again? And more importantly, will it work in the current market?

As JioStar weighs its options, one thing is clear—the Champions Trophy is serving as a test case for the viability of a partially free, subscription-driven model. According to JioHotstar executives, they have "more than delivered" on the reach factor, reinforcing confidence in their approach.

If the February 23 India vs. Pakistan match is any indicator, the strategy seems to be working. The highly anticipated clash garnered a staggering 61.1 crore (611 million) views on JioHotstar. This is a dramatic increase from the 2023 India-Pakistan match, which recorded 22.5 crore digital views.

Building on this momentum, JioStar is taking an aggressive approach to ad pricing as it pushes toward its revenue targets.

Sources indicate, IPL 2025 mobile ads are priced at Rs 340 CPM, while Connected TV (CTV) ads command Rs 650 CPM. For advertisers seeking targeted exposure, CTV spot buys are available at Rs 7.5 lakh per 10 seconds.

Floating ad rates for IPL 2025 have risen 10-15% for TV and digital (handheld devices), while CTV prices have surged by 30%, according to sources.

Some experts argue that the increased rates reflect JioStar's enhanced reach after its merger with Disney India, while others question whether brands will see enough ROI to justify the higher spend.

"IPL ad pricing remains negotiable, especially for brands committing to long-term partnerships and high-volume deals,” says a senior media buyer.

“While broadcasters are setting a higher base rate, the reality is more flexible. Discussions suggest that brands securing significant ad volume can lock in rates comparable to or even better than last year. This indicates a strategy focused on retaining market share rather than solely pushing for immediate rate hikes.”

However, not all brands are immediately jumping in. "A lot of advertisers are in a wait-and-watch mode," notes a senior industry expert. Ongoing concerns, such as skepticism over ad scheduling authenticity with JioStar and the transition of IPL to a paid-only digital model, have made some brands hesitant.

"These factors have introduced a level of uncertainty about the event's overall success," the expert explains.

However, not everyone shares this cautious view, as another media buyer points out that if JioHotstar manages to maintain its lead despite implementing a threshold for free content, it will not only have the reach of premium customers but a highly engaged audience with high intent.

"This would then become one of the most coveted ad inventories, helping them drive more premium rates in the future," the buyer notes.

That being said, a fundamental question looms over IPL 2025. Is the ad rate hike a sign of sustained dominance or an overestimation of market willingness?

So, JioStar is making a concerted push to court advertisers ahead of TATA IPL 2025. They have branded IPL 2025 as the ‘Year of the Advertisers,’ rolling out multiple initiatives to attract brands of all sizes.

As part of this strategy, JioStar is making a notable shift by actively targeting small and medium businesses (SMBs). Through an outreach program across 10 cities, the platform is positioning IPL advertising as a viable opportunity beyond just large corporations, expanding its advertiser base in the process.

This move signals JioStar’s intent to drive revenue diversification, providing cost-effective packages, creative support, and targeted advertising options that have already received positive traction from SMBs.

They are also using data to strengthen their claims.

JioStar has collaborated with Neurons Inc. to conduct a study on the effectiveness of live cricket advertising on their platform. This data is being used in their sales pitches to advertisers. The study demonstrates the effectiveness of live cricket advertising, particularly on mobile devices.

According to the research, ads on JioStar’s mobile streaming platform during live cricket deliver significantly higher engagement and brand recall compared to other digital platforms.

Viewers exhibited 1.7 times higher focus on ads during live cricket compared to user-generated video platforms. The gap widened further when compared to image-centric social media, where focus was 4.1 times higher, and community-based social networks, where it soared to 7.8 times higher.

Beyond just attention, the impact translated into tangible brand outcomes. Advertising during live cricket on JioStar led to a 2.2-times boost in both brand favourability and purchase intent. This engagement also drove strong platform growth, with app downloads surging by 4.5 times, reinforcing the effectiveness of JioStar’s streaming model for advertisers.

"Cricket is more than a sport in India—it's an emotion," said Chatterjee.

"This study highlights the unparalleled opportunity for brands to engage audiences in a deeply immersive environment,” he added.

In another major move, JioStar has partnered with Nielsen to introduce advanced campaign measurement for IPL advertisers. The collaboration will integrate Nielsen ONE Ads and volumetric and reach analysis tools into JioHotstar, providing detailed performance metrics such as impressions, clicks, and audience engagement.

“Through our association with Nielsen, we aim to redefine how advertising on Digital/OTT is measured and delivered across India’s most iconic entertainment and sports properties,” said Chatterjee.

“JioHotstar is committed to providing advertisers with cutting-edge solutions that enhance transparency and precision. The collaboration is another step towards delivering unparalleled value to our partners during Tata IPL 2025 and beyond,” he added.

The aggressive ad push raises a fundamental question: is JioStar preparing to keep IPL free for viewers, funded entirely by advertisers, or is it simply reinforcing the effectiveness of a paywalled strategy to attract premium ad dollars?

JioStar’s growing inventory of high-profile cricket properties—including the ICC Men’s Champions Trophy, TATA Women’s Premier League, and upcoming bilateral series—suggests a broader vision for monetizing sports content at scale.

As IPL 2025 approaches, all eyes will be on how JioStar navigates this balance, potentially reshaping the future of sports streaming in India. The decisions made in the coming months will have a ripple effect throughout the entire Indian streaming market, setting a precedent for how sports content is monetized and consumed for years to come.