Media players continue to bet big on India cricketing rights

Media companies continue to invest big on cricketing rights in India even as increasing live-streaming viewership and splitting of TV and digital rights between different entities make monetisation of cricket events a challenge.

Disney Star, Sony-Zee, Viacom 18, and smaller media players are expected to invest more than $11 billion on marquee cricket properties during the 2023–2027 cycle, officials and analysts said.