iWorld
Nearly 90 per cent of sports fans use a second screen while watching live matches
Google says most viewers watch matches on TV but engage with sports on their phones
MUMBAI: The television may show the match, but the real action is often happening in the viewer’s palm.
As India celebrated a nail-biting cricket finale and the trophy’s return home, millions of fans were not just watching the game. They were also scrolling, searching and sharing on their phones. According to Google, nearly 90 per cent of sports fans use a second screen while watching live matches, turning mobile devices into the centre of real-time engagement.
Shubha Pai, head of YouTube sales and solutions at Google India, says the shift reflects a deeper behavioural change among viewers. Live sport remains a “lean back” experience on television, but the smartphone has become the “lean-in” hub where fans dive deeper. They check statistics, watch short-form clips, discuss moments online and even buy merchandise as the match unfolds.
The numbers underline the shift. About 67 per cent of Indian sports viewers now turn to YouTube for sports-related content, putting the platform ahead of both OTT services and social media channels, according to Google.
The audience is also changing. Pai notes that YouTube Shorts has become the top destination for Gen Z viewers and female sports fans, groups increasingly drawn to short, authentic and interactive content rather than traditional broadcasts.
For brands, the shift has commercial implications. Google says advertising returns on YouTube are three times higher than OTT platforms and 2.4 times higher than television, citing a meta-analysis of consumer packaged goods marketing mix modelling studies by Nielsen.
The lesson for marketers is clear. The television may still host the match, but the battle for attention has moved elsewhere. As fans cheer, argue, search and shop all at once, the second screen is no longer just a companion to sport. It is fast becoming the main event.
iWorld
Why Peaky Blinders is one of television’s biggest hits that still deserves more attention
Six seasons, multiple awards and the release of Peaky Blinders: The Immortal Man bring the Shelby saga back into the spotlight
In the crowded universe of streaming content, only a handful of shows manage to leave a lasting cultural footprint. Peaky Blinders is overwhelmingly considered one of the biggest global hits of the past decade. Yet many viewers still haven’t fully explored the dark, gripping world of the Shelby family.
Originally produced for the UK’s BBC and later finding a massive global audience through Netflix, the series quietly grew from a British period drama into a worldwide streaming phenomenon.
Created by Steven Knight, the show follows the rise of the Shelby crime family in post-First World War Birmingham. What begins as a gritty street-gang story gradually expands into a sweeping narrative about ambition, politics, power and survival.
At the centre of the saga is Thomas Shelby, portrayed with extraordinary depth by Cillian Murphy. The casting of Murphy is widely regarded as perfect for the role. With piercing eyes, restrained dialogue and an almost hypnotic screen presence, he transforms Shelby into one of the most unforgettable characters in modern screen storytelling.
Murphy’s brilliance lies in his restraint. He rarely shouts or performs theatrically. Instead, a quiet stare, a calculated pause or a subtle shift in expression conveys the emotional storms within the character. Beneath the ruthless gang leader is a war veteran carrying trauma, guilt and loneliness. Murphy captures this complexity with remarkable precision, making Thomas Shelby both terrifying and deeply human.
Beyond its central performance, Peaky Blinders stands out for its unfiltered portrayal of reality. The show does not romanticise crime. Instead, it exposes the harsh social conditions of early 20th-century Britain, from poverty and class struggle to political extremism and the psychological scars left by war.
The series also presents powerful female characters who hold their own within the Shelby empire. Polly Gray, played by Helen McCrory, is the strategic backbone of the family and one of the most formidable figures in the story. Women in the series shape decisions, influence power structures and challenge the rigid social norms of the time.
Across six seasons, the narrative grows dramatically in scale. What begins in the smoky streets of Birmingham evolves into a story involving political conspiracies, fascism and international criminal networks.
The series has also earned significant critical acclaim. It won the BAFTA Television Award for Best Drama Series in 2018 and multiple National Television Awards for Best Drama, cementing its reputation as one of Britain’s most celebrated modern shows.
Another defining feature of the series is its iconic music. The show’s opening theme, Red Right Hand by Nick Cave and the Bad Seeds, became instantly recognisable and widely associated with the Shelby universe. Combined with a powerful soundtrack featuring artists such as Arctic Monkeys and Radiohead, the music helped shape the show’s dark, stylish identity and became hugely popular among fans.
And the Shelby story is not over yet.
In fact, its legacy is unfolding right now. The long-awaited feature-length continuation, Peaky Blinders: The Immortal Man, was released on March 6, 2026, bringing the Shelby universe from streaming screens to cinemas and giving fans a new chapter in the saga.
For viewers who have not yet stepped into this world, the timing could not be better.
Six gripping seasons are ready to binge on Netflix. A new film has just arrived in theatres. And at the heart of it all stands one of the most magnetic performances in modern drama by Cillian Murphy.
So if Peaky Blinders has been sitting on your watchlist for years, this weekend is your moment.
So, by order of the Peaky fookin’ Blinders, consider this your cue to finally step into the ruthless world of Thomas Shelby. Pour yourself a drink, clear your schedule and press the play button. Because when the Peaky Blinders give an order, you listen.
