iWorld
Disney advances live streaming ad technology in the US
MUMBAI: The Walt Disney Co has launched new advertising technology integrations to enhance live streaming monetisation on its platforms earlier this week. Advertisers can now programmatically bid on live inventory across Hulu and Disney+, including ESPN and ABC News content, through Disney’s proprietary ad server and Google’s Display & Video 360.
Senior vice president of ad platforms Amy Lehman highlighted the advancement in ad technology, enabling automated workflows for live ad inventory. Senior vice president of addressable sales Jamie Power confirmed that platforms like Google’s DV360, The Trade Desk, Yahoo DSP, and Magnite are now certified to leverage viewership spikes during live events.
The integration of Google’s Display & Video 360 instant deals via Disney’s real-time ad exchange (Drax) allows for rapid deal creation, streamlining the buying process. This builds on the existing Drax direct integration.
Disney is also deploying dynamic ad insertion (DAI) for live events on Disney+, extending the technology already available on Hulu, to enable personalised ad experiences. Lehman emphasised Disney’s leadership in live streaming, combining technological expertise with ad technology to meet market demand.
This move allows advertisers to target audiences during live events with increased efficiency and precision
iWorld
T20 World Cup ’26: India–England semi-final sets global streaming record of 619 million views on JioHotstar
India–England semi-final records 65.2 million peak streams
MUMBAI: The ICC Men’s T20 World Cup 2026 set a new milestone in global sports streaming, as the India–England semi-final drew record digital audiences on JioHotstar.
The match on 5 March registered 65.2 million peak concurrent viewers, the highest ever recorded for a live event on any streaming platform worldwide. The semi-final also generated 619 million views, making it the most streamed T20 international match in history.
The landmark audience numbers were driven largely by viewers in India, setting a record achieved within a single market, rather than through aggregated viewership across multiple countries.
The high-scoring encounter between India national cricket team and England cricket team produced 499 runs across both innings, fuelling widespread fan engagement across platforms.
According to the International Cricket Council, the digital record surpassed the previous global benchmark of 65 million concurrent viewers, set in November 2024 by another international streaming platform.
Across television and digital platforms combined, the semi-final reached more than 320 million viewers, while total watch time exceeded 23 billion minutes, making it the most watched T20 international match ever.
“This World Cup demonstrates the immense passion of cricket fans and the progress made in bringing the game closer to audiences worldwide,” said ICC chairman Jay Shah.
“This moment reflects the scale of cricket fandom in India and the technological capability required to serve hundreds of millions of viewers simultaneously.”
JioStar vice-chairman Uday Shankar, said the audience surge underscored the future of large-scale digital entertainment.
“One in every three Indians tuned in to watch the second semi-final. Delivering such an experience at scale requires the very best of technology,” he said.
The 619 million views during the match also eclipsed the 533 million views recorded during the final of the ICC Men’s T20 World Cup 2024.
With the final yet to be played, the 2026 tournament has already set multiple benchmarks in audience reach and digital engagement.
India will face the New Zealand national cricket team in the final on 8 March at the Narendra Modi Stadium in Ahmedabad. The match will be broadcast on the Star Sports Network and streamed on JioHotstar.
