iWorld
IPL hit for a six as brand value dips 20pc amid regional turbulence
MUMBAI: Cricket’s biggest carnival just found itself bowled by geopolitics. The Indian Premier League (IPL) usually immune to economic jolts has taken a rare hit, with its ecosystem value slipping 20 per cent from $12 billion to $9.6 billion in 2025, according to Brand Finance’s latest report. A week-long suspension of matches, including play-offs, due to regional conflict and safety concerns meant the world’s most valuable cricket league finally felt the heat off the pitch.
But if history has taught anything, it’s that the IPL doesn’t stay down for long. The league has suffered only one other dip in its history in 2020, thanks to COVID-19 and bio-bubbles, yet has grown steadily over the decade. And even in a turbulent year, the 2025 season delivered a staggering 384.6 billion minutes of online watch-time, a record that proves India may pause cricket, but it never looks away.
At the top of the team-value table, Mumbai Indians ($108 million) reclaimed the No 1 spot, powered by a fiercely loyal fan base and consistently strong brand management. MI also held on to third place in brand strength with a BSI of 85/100.
The emotional story of the season, however, belonged to Royal Challengers Bangalore. Ending an 18-year title drought catapulted RCB to second place at $105 million, while its electric fan base pushed it to the No 2 spot in brand strength at 89.5/100. The celebrations did turn chaotic with a stampede at the home stadium, creating a PR setback that the team will now need to course-correct.
Meanwhile, Chennai Super Kings, despite an inconsistent season clouded by leadership and squad uncertainties, retained their crown as the strongest franchise for the third straight year, boasting a league-best BSI of 92.6/100. CSK’s cultural muscle, passionate fans, sticky digital content and long-term sponsors remains unmatched.
Beyond the men’s league, the Women’s Premier League (WPL) is scripting its own surge. In just 15 games, the 2025 season pulled 103 million TV viewers, supported by 70-plus brands from beauty to BFSI. Franchise sponsorships grew 10–20 per cent, and central deals rose around 10 per cent, cementing the WPL as one of India’s fastest-growing sports properties.
“The IPL stands as a testament to the perseverance and transformative power of sport,” said Brand Finance India managing director Ajimon Francis. Even with a 20 per cent drop, he added, IPL’s engagement and global footprint remain unrivalled.
With fans from Australia to the UAE, Saudi Arabia and South Africa tuning in, Brand IPL continues to prove one thing: even in a shaky year, cricket’s biggest brand still knows how to stay in play.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
