New Delhi, June 4 -- In an era of endless content choices, one format continues to command mass attention like few others: live sports.

With IPL 2026 reaching a combined audience of 1.1 billion across digital and television platforms-and digital viewership growing 15% year-on-year-industry experts say cricket is widening its lead over entertainment properties that are grappling with audience fragmentation and content fatigue. Sports, led by cricket, benefits from a perfect storm of widespread smartphone penetration, democratized access and its event-driven, seasonal nature.

Earlier this month, Zee Entertainment Enterprises announced that it had bought the broadcast and streaming rights to the FIFA World Cup along with a bouquet of other...