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YouTube to live stream all IPL matches
MUMBAI: The IPL will come to a laptop near you! In a move that could revolutiionise the future of sports broadcasting, the Indian Premier league (IPL) has signed a deal with the world‘s most valuable media company Google.
All matches of the IPL will be streamed live on Youtube. The deal is for two years and will be ad supported. There is a revenue sharing arrangement and the deal was done with World Sport Group (WSDG) which holds the media rights to the IPL. The site is www.youtube.com/ipl.
This is the first time that Google is live streaming a sports event and a cricket tournament spanning 60 matches over 45 days on YouTube. This partnership also marks a first-of-its-kind innovation in live streaming of any global cricketing event providing boundary-less access to the billions of fans across the world, except in the US where re-broadcast options will be available.
Now fans from Mumbai to Melbourne will be able to enjoy all the 60 matches of DLF IPL 2010 and join the action with cricket fans from all over the world on-demand and share their experiences on YouTube. They will also enjoy special content, which includes match highlights, player interviews, wickets of the match, top sixes of the match, award ceremony, pitch reports, and much more, at any time convenient to them. Those who watch IPL matches live on YouTube will also get a a YouTube View that will provide viewers with an alternative view of the match not available on television or any other media.
Google India MD Shailesh Rao says, “We are thrilled to have the IPL as our global partner and bring to the YouTube community around the world and here in India an interactive, unique experience building greater awareness around the world for the sport. During the IPL season, the biggest and most talked-about cricket tournament in the world, YouTube will offer innovative and engaging advertising opportunities to companies which help them build stronger online brand associations and engage the audience.”
Besides live streaming there will also be on demand where viewers can catch up on matches at their convenience. Clips and Highlights is another piece.
IPL chairman and commissioner Lalit Modi says that this announcement is pathnbreaking. “We have fans fromm all over the world. However broadcasting only reaches some of them. Now we reach anybody with a broadband connection no matter where they are. This will tarnsofrm how sports broadcasting is viewed. We will have many feeeds including a fun feedf. This will offer different aspects of the game like behind the scenes. Communities can be built. Users can create their own commentaries. Their questions can be answered in real time. Archives of the first two seasons are also available”.
Modi, however, adds that one cannot download content due to copyright issues. He says that this deal strikes a blow against piracy. Now there is no need to go to a pirated stream.
Rao says that Youtube is looking for 10 commercial partners for the venture. The expectation is that companies that have advertised on Max will also come on board here as this is a new opportunity. When asked whether Youtube would affect viewing on Max, Rao says that platforms complement each other.
In addition to live streaming of matches on YouTube, Google will also host a special IPL branded Orkut Community which will host live chats with Man of the Match, team owners, contests and match polls to engage fans and audiences while the tournament is on. Users will also be able to enjoy short clips of highlights and other special video content on the YouTube mobile – www.youtube.com/mobile.
The advertising options on YouTube will be available only for a limited number of sponsors over the course of the season. Companies will have the opportunity to sponsor live streamed matches, match re-broadcasts, and ongoing viewership of clips and highlights. Advertisers will be able to advertise on the YouTube homepage, the live stream page and video ads during the match itself amongst several other innovative formats.
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
