Ad-ding up: How Hotstar, SonyLIV can make sports live streaming more lucrative
The live-streaming of sports content is a key contributory factor in the growth of Indian over-the-top (OTT) platforms. Recently, advertisers have shown a degree of interest by deploying campaigns to reach viewers, but there still looms one major concern — that of return on investment (RoI).
Currently, live sports streaming is led by Hotstar and SonyLIV in India. Hotstar holds the consolidated rights to stream key cricket tournaments (ICC World Cup, Indian Premier League, T20, one-day international and test matches, and BCCI’s domestic competitions), Pro Kabaddi League and Indian Super League, among others. SonyLIV’s streaming rights are concentrated mainly on non-cricket sports, ranging from LaLiga, NBA and UEFA Champions League to WWE, MotoGP Racing, Pro Volleyball League and even the PUBG Mobile India Series.