iWorld
Users want interactive, social experiences on smartphones during IPL: Study
Mumbai: The mobile users now look for more interactive, social experiences on their smartphones during live IPL matches, according to the report titled ‘IPL and the Second Screen’ released by Glance on Tuesday. 70 per cent of IPL viewers use smartphones during the matches, with the majority consuming cricket-themed content parallelly on various platforms, revealed the study.
Expert commentary, live watch-along, polls and quizzes, contests, cricket games, and fantasy cricket were amongst top choices for content consumption on phones during the matches. Content-led marketing on the second screen emerged as one of the key strategies for brands to cut through the IPL media clutter, the report stated.
Close to 70 per cent of respondents identified themselves as ‘die-hard fans’ of IPL, and 72 per cent said that they will be watching every IPL match. Findings further revealed that while 69 per cent watch IPL on television, 61 per cent said that they also watch matches on their smartphones. The study found that content themes that are gaining popularity include live reaction videos of celebrities watching matches, behind-the-scenes snippets, unknown facts about favourite players, and expert match analyses.
The survey further asked these respondents about the types of content they would like to interact with during the IPL matches. 56 per cent said they would like to take part in live watch parties with celebrities, and 53 per cent said they would participate in social media polls and quizzes on the match. 49 per cent opted for cricket games or fantasy cricket on various apps, while an equal percentage of them said they would bet on live matches. For brands and advertisers, this showed that interactive content formats will be one of the biggest engagement drivers to connect with audiences during the IPL.
The Glance report outlined strategies that brands can leverage to tap into this growing trend of consuming second screen content during the IPL. These included using branded storytelling around cricket, launching customized polls and quizzes, designing watch parties with celebrities, and more, on popular platforms.
When asked about ads that audiences would not mind engaging with, 54 per cent of respondents chose branded polls and quizzes that test their cricket knowledge, closely followed by ads that involved winning a contest. 48 per cent of users preferred influencer and celebrity-led ads, with an equal percentage voting for ads that lead to good shopping or dine-out deals.
“IPL is a social phenomenon, both in the offline and the virtual world. People not just love watching cricket, but also love engaging with mobile content that gives them a 360-degree experience of the IPL and allows them to become a part of a community,” said InMobi Group co-founder and president and Glance COO Piyush Shah.“The evolving nature of IPL and the rise of interactive cricket content consumption on second screens, led by smartphones, allows brands to cut through the clutter of IPL, and connect with their audiences in a meaningful and impactful way.”
iWorld
Shemaroome acquires complete OHO Gujarati content library
Platform adds over 30 original web series, starting with Pratik Gandhi’s Vitthal Teedi.
MUMBAI: Shemaroome has just hit the jackpot in the Gujarati entertainment space and this time, it’s a full house of regional stories. Shemaroo Entertainment has announced the acquisition of the entire content library of OHO Gujarati for its OTT platform ShemarooMe. This first-of-its-kind consolidation significantly strengthens the platform’s position in Gujarati digital content.
The deal brings more than 30 original Gujarati web series to ShemarooMe, featuring work from over 450 local actors. It builds on the platform’s growing focus on high-quality, culturally rooted regional storytelling.
Shemaroo Entertainment Ltd., chief operating officer for Digital Business Saurabh Srivastava said the acquisition will make compelling Gujarati stories more accessible to viewers across India and the world. “With our strong connection to Gujarati audiences, we believe these stories can travel far and create an exciting entertainment offering,” he noted.
The first title from the acquired library will stream on Shemaroome from 10 April. It is the acclaimed series Vitthal Teedi, starring Pratik Gandhi in his first and only Gujarati web series role to date. Set in 1980s Saurashtra, the character-driven drama follows a small-time gambler navigating personal ideals against harsh realities. The soundtrack features contributions from Aditya Gadhvi, Jigardan Gadhavi and Geeta Rabari.
This strategic acquisition aligns with Shemaroo’s broader digital growth approach focusing on sustainable expansion and deeper engagement with regional languages through a mix of originals and curated content.
For Gujarati entertainment lovers, Shemaroome has just rolled out the red carpet or should we say, the traditional dhabli for a rich new wave of authentic stories. The platform is clearly betting big that when it comes to regional content, more is indeed merrier.
