India, Oct. 15 -- Nearly 91% of the viewers of the Indian Super League (ISL), which kicked off last weekend and is free on YouTube, watched on mobile phones. The percentage of women viewers was 22% and at 31.5%, the 25-34 age group was the most engaged followed by those between 13 and 24 which accounted for 21% of total viewers.

As per data shared by YouTube, the first five matches recorded 65 million views, had 52 million viewers and added 120,000 subscribers to the ISL's YouTube channel, bringing the total to 2.7 million. HT has a copy.

The numbers could grow to over 75 million views and 136,000 new subscribers once data from Wednesday's match between Punjab FC and Odisha FC is incorporated, said a club official. Of the new subscriber...