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Carat launches ‘Cricket Content Consumption & Fandom in India’ report with ESPNcricinfo
Mumbai: Carat India, the media agency from the house of dentsu India, and ESPNcricinfo a digital cricket destination, have released their latest report on the evolution of cricket in India and the changes witnessed in the increased level of appreciation for the game. Titled ‘Cricket Content Consumption and Fandom in India’, the report has been created in collaboration with Recogn – dentsu India’s research division.
The report reveals the lenses through which cricket fans and followers perceive the game and highlights their corresponding consumption behavior. It is broadly encapsulated by five key segments: cricket fans’ mindset, their love for the sport, consumption patterns, brand response, and collaborative efforts with the sport.
For the record, ESPNcricinfo has established itself as the go-to platform for young and passionate cricket fans, thanks to its strong reputation for credibility, trustworthiness, and ease of use. The brand is a cricket guru or guide that is trusted by the most passionate fans. It is preferred owing to its strong credibility, the content’s authenticity and comprehensive coverage, and the strong archives of cricket history it holds. Fans choose to read the expert articles on the platform for their foresightedness and predictions, along with the deep knowledge, interesting insights, and unique points of view they provide.
As per the report, the love for cricket has evolved to an extent that its consumption revolves around the four essential parameters of passion, entertainment, engagement, and attitude toward the game. One’s passion for cricket is mainly driven by skill sets, knowledge, a sense of belonging, and socializing. In today’s Web3 era, the second screens have seamlessly emerged to be the first choice, enabling the always-on mode for fans. The digital cricket content platforms treat their fans with much-preferred features like live ball-by-ball commentary, short videos, expert articles, etc. Also, Hindi being the most preferred vernacular language across platforms gets cricket fans to regularly keep checking these platforms and apps.
The report further highlights that cricket fandom in India is classified into three broad categories: recreational fandom (fans for whom cricket watching is a sport in itself), career-driven fandom (fans who are pursuing their passion for cricket as a viable career option), and managerial fandom (fans who possess in-depth knowledge of cricket and the business around it). Most fans have multi-devices with a multi-source consumption behavior pattern for live cricket matches. They follow a live match mainly on digital cricket platforms, apart from watching the game live on the TV broadcast with their families and loved ones. Additionally, during non-match days, more than three-quarters of cricket fans spend up to two hours daily consuming cricket content on digital platforms.
Link to the report: https://rb.gy/vqioxk
Commenting on the report launch, Carat India CEO Anita Kotwani said, “ESPNcricinfo is at a vantage point in the ecosystem. As the most favored platform for cricket-affiliated content, it enjoys an average of two hours being spent daily by users. Together, cricket and ESPNcricinfo are a branding goldmine. They go hand in hand if the right targeting, right exposure, and the right messaging are the objectives. Our collaborative effort is to arm the industry decision-makers with a deep understanding of the nuances of the consumption of sports across demographic, platforms, and formats.”
ESPNcricinfo director revenue- India & South Asia Akshaya Kolhe added, “Team ESPNcricinfo is excited to partner with Carat India on this industry-first report, as it attempts to unravel the multiple layers of cricket fandom that drives India. We would also like to extend our gratitude to the various brand partners and corporates for their continued association with our platform over the last decade. These brand partnerships have been a great source of learning. It has served as a fountainhead for formulating brand-led marketing through cricket fandom, and also makes for interesting content in the report.”
For the record, dentsu India’s research division, Recogn, provides consumer and business insights to its audience. It offers end-to-end research services like customised primary research into the domains of marketing strategy, brand strategy, and product and communication strategies, among others.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
