OTT platforms ready to enjoy T20 World Cup fever – Sport

ISLAMABAD: Cricket fever is back and apart from the actual event where 12 teams compete on Australian soil, another competition is expected to take place in a different arena: digital platforms and companies trying to acquire new customers by offering live broadcasts. .

Amid the growing shift from traditional electronic media to online streaming, five different OTT (over-the-top) services are broadcasting Twenty20 World Cup matches this year, including PTV SportsDaraz, Tamasha, ARY Zap and Tapmad.

In contrast, only two channels – the state-run channel PTV Sports and the ARY group A-Sportsa joint venture with ten sports – broadcast the event.

PTV Sportsthe first to broadcast live cricket matches, was held back by limited web hosting capacity.

In October last year, Daraz acquired the rights to PTV to live stream the 2021 ICC Men’s T20 World Cup on its app.

Muhammad Ammar Hassan, Marketing Manager at Daraz Pakistan, said Dawn that the app’s audience quickly skyrocketed to levels above those of the sports channels.

During the India-Pakistan game on October 24, 2021, Daraz’s viewership reached 1.58 million compared to 0.68 million on A-Sports and 1.03m on ten sports. Daraz reached the figure of 3.78m in the Pakistan-Australia semi-final.

The live broadcast of the event also boosted the number of monthly users of the Daraz app in Pakistan from six million in October last year to 15 million the following month. “It shows the changing trends in the country,” Hassan said.

One of the main reasons for the rapid shift from traditional television to mobile screens is that many people don’t want to pay separately for cable or satellite services.

Encouraged by audience figures, the Tamasha application owned by Jazz, the largely sports digital channel Tapmad, and ARY Zap from ARY Group have also secured the digital rights to Daraz to broadcast this year’s World Cup matches.

Amidst fierce competition, the platforms offer exciting options to retain and attract viewers.

Aamer Ejaz, Chief Digital Officer at Jazz, said the Tamasha app is aimed at consumers across all telecom networks and is the only digital platform in Pakistan where users can enjoy a live broadcast without advertising.

Meanwhile, a senior executive at a digital marketing firm said OTT platforms were streaming live cricket not because of ad revenue, but to retain and attract subscribers, who could move on to others. platforms with better options.

Posted in Dawn, October 23, 2022

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