New Delhi, Nov. 3 -- Even as cricket remains the cornerstone of sports viewing in India, non-cricket properties are emerging as a way for broadcasters and streaming platforms to keep audiences engaged through the year and reach new viewer segments. The latest season of the Pro Kabaddi League (PKL), for instance, clocked 196 million television viewers. Zee Entertainment Enterprises (ZEE), meanwhile, has made a major foray into sports broadcasting by securing high-profile rights, including a FIFA partnership, and launching dedicated linear channels such as Unite8 Sports.

But monetizing non-cricket sports through subscriptions alone remains challenging in India, given the traditionally low average revenue per user (ARPU). Their value often ...