iWorld
India-Australia tour doubles up viewership on SonyLIV
KOLKATA: The India tour of Australia is underway and is making waves in a cricket-worshipping nation such as ours. Post a rough start, the Men in Blue are back to winning ways and have garnered a remarkable response on SonyLIV.
The high-octane tournament has more than doubled up viewership on SonyLIV, coupled with five times rise in daily average subscriptions on the platform. With simultaneous streams across English, Hindi, Tamil and Telugu, 50 per cent of viewership have flowed in from Hindi and regional languages feeds for the event so far.
Advertisers have also reacted with great interest, with as many as over 70 brands coming on board for the cricketing event. With brands like Winzo and McDowell’s No.1 Soda being brought in as co-powered sponsors, the platform has locked in businesses across categories like insurance, banking, gaming, tourism, electronics, FMCGs and more. Some of these sponsors are Proctor & Gamble, Lenovo, Seagram’s Royal Stag Packaged Drinking Water, Association of Mutual Funds of India, IIFL amongst others. Additionally, advertisers like Apple, Castrol, Horlicks, Dell, Vimal Elaichi, RBI, SBI Mutual Funds, Berger Paints, ICICI Pru Life & Mutual Funds, Australia Tourism, Acko General Insurance, and more have also come forward to advocate their support for the ongoing India Tour of Australia.
"The India tour of Australia has opened to a thunderous response from the audience and advertisers alike. Riding on the increase in viewership, we are expecting a 50-60 per cent revenue growth on the platform over the last series. We are already sold out for ODIs and T20s and have only 15-20 per cent inventory left for the Test matches. Cricket has always been a major consumption driver for us, and we hope to see the reactions spiralling in the upcoming matches of the tour," SonyLIV digital business ad sales revenue head Ranjana Mangla commented.
After registering their first win of the tour in the third ODI, Team India will now look to dominate in the T20I matches. The T20I will be followed by the much-awaited four Test matches for the Border-Gavaskar Trophy.
iWorld
Spotify spotlights Premium with AI DJ and Lossless Audio push
Five week campaign highlights personalisation and high fidelity listening.
MUMBAI: Your playlist just got a promotion and it now comes with a DJ who never sleeps. Spotify is turning up the volume on its Premium proposition, rolling out a new campaign that places product features not just music centre stage.
At the heart of the push are two upgrades: AI DJ and Lossless Audio. Rather than pitching them as add-ons, Spotify positions these as the engines quietly reshaping how people listen, moving the experience from passive playback to something far more intuitive and immersive.
The campaign unfolds through two feature-led films rooted in everyday listening moments. One spot leans into AI DJ as a hyper-personalised curator, adapting in real time to mood, taste and listening patterns essentially turning algorithms into something that feels almost human. The other film zooms in on Lossless Audio, emphasising richer, high-fidelity sound that captures nuances often lost in compressed streaming.
It’s a strategic shift in storytelling. Instead of selling access to content, Spotify is selling how that content feels smarter, sharper, and more tailored to the individual listener.
The rollout is equally expansive. The five-week campaign spans digital video, connected TV, audio, out-of-home, social media and in-app integrations, ensuring visibility across both digital and physical touchpoints. The idea is clear: meet users wherever they are, and remind them that Premium is designed to follow.
There’s also a strong regional layer baked in. With integrations across Tamil and Telugu music, Spotify is leaning into India’s linguistic diversity, acknowledging that personalisation in this market is as much cultural as it is technological.
The broader play is hard to miss. In an increasingly crowded streaming landscape, differentiation is no longer just about catalogue size or pricing. It’s about experience. By foregrounding AI-led curation and high-quality audio, Spotify is betting that the next phase of competition will be won not by what users listen to, but how they listen to it.
And if this campaign is anything to go by, the platform is keen to ensure that every tap of the play button feels a little more like a performance.
