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The Economic Times
The Economic Times

JioStar taps IPL fandom that's moving beyond Hindi and English

JioStar Cricket JioHotstar Languages

Cricket viewing is becoming increasingly regional, with Kannada, Telugu and Tamil feeds recording strong growth during TATA IPL 2026 as audiences increasingly chose to watch the tournament in languages beyond Hindi and English, JioHotstar said Tuesday.

On JioHotstar, reach of the Kannada feed rose 30% year-on-year during the season, while Telugu and Tamil feeds grew 23% and 12%, respectively, JioStar said. Telugu also recorded a 30% increase in its share of digital watch time, the highest growth among the three regional languages.

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