Fans watch cricket on a large screen with AI-driven second-screen interactions.
The Indian Premier League (IPL) is set to transform into an AI-powered digital ecosystem by 2026, enhancing fan engagement through second-screen experiences. This evolution extends beyond traditional television viewership, creating opportunities for real-time interaction, personalized content, and in-game commerce, according to Inc42.com.
In 2026, the IPL will leverage AI to provide fans with real-time statistics, AI-driven context, shareable clips, and mid-game merchandise purchases. This shift is creating a second-screen economy where attention is fragmented, intent is immediate, and AI ties everything together.
Second-screen viewing, the use of secondary devices like smartphones or tablets during live broadcasts, is reshaping how Indian audiences engage with sports. OTT platforms and AI companies are capitalizing on this trend, with the IPL generating an estimated ₹6,000 Cr in ad revenues last year.
Yagnesh Ravi, lead of ad solutions for Snap India, noted that over 90% of viewers are active on a second screen during matches. A January 2026 report by InMobi and AppsFlyer indicated that nearly 85% of cricket fans browse social media, 57% order food, and 30% shop while watching games, driving brands to capitalize on these trends.
Key strategies and platforms in the second-screen ecosystem include:
- JioHotstar: Offers Hype Mode, allowing viewers to access multiple camera angles, real-time player stats, and participate in live fan feeds.
- Dream11: Hosts watch-alongs with influencers and former cricketers.
- YouTube: Serves as the primary hub for post-match analysis and supplemental content.
- Snapchat: Utilizes augmented reality (AR) lenses and creator content to drive interactive engagement.
- InMobi’s Glance: Leverages AI to deliver personalized content via lock screens and browser notifications.
- Google: Partners with the Board of Control for Cricket in India (BCCI) to offer insights via its AI mode (Gemini).
- Meta: Uses local-language AI for personalized content feeds.
The rise of second-screen viewing is driven by high-speed internet penetration, affordable smartphones, and a mobile-first content culture. A Dream11 spokesperson told Inc42 that the audience size for live matches ranges from 40 Cr to 50 Cr, with connected TVs adding another 10 Cr users. Internal research indicates that 80% of customers use a second screen during live matches.
Dream11’s watch-along offering saw 50 Lakh users interact on a single day during the recent ICC Men’s T20 World Cup, with projections to cross nearly 5 Cr users during the 2026 IPL season.
The second screen has bridged entertainment and commerce. AI-led discovery engines enable fans to identify cricketers’ apparel, check prices, and purchase merchandise. IPL 2026 expects to monetize through shoppable video, real-time commerce, and hyper-personalized promotions.
Snap India has rolled out integrations for live sports moments, including live sports APIs and branded AR lenses, to attract advertisers. According to Snap India’s Ravi, brands that integrate naturally into the viewing experience will succeed.
The IPL is evolving into a real-time, AI-powered engagement economy, shifting the focus from owning the stream to capturing user attention across screens and monetizing it effectively.
About the Author
