IPL 2026: AI Revolutionizes India’s Second-Screen Economy

As India gears up for the 2026 season of the Indian Premier League (IPL), the focus is shifting to the digital arena. The IPL is evolving into an AI-powered digital ecosystem, where devices like phones and smart TVs are just part of an immersive experience.

Fans are tracking statistics, using AI for context, sharing clips, and buying merchandise mid-game. The tournament is becoming a real-time, “second-screen” economy where attention is fragmented, intent is immediate, and AI ties it together.

Second-screen viewing, using a secondary device like a smartphone while watching television, is reshaping how Indian audiences engage with live sports. OTT platforms and AI companies are investing in this shift. Last year’s IPL generated an estimated ₹6,000 Cr in ad revenues.

Yagnesh Ravi, the lead of ad solutions for Snap India, noted that over 90% of viewers are active on a second screen. A January 2026 report by InMobi and AppsFlyer found that nearly 85% of cricket fans browse social media, 57% order food, and 30% shop while watching games.

Brands are capitalizing on this trend:

Broadcasting: JioHotstar’s Hype Mode allows viewers to toggle between camera angles, access player stats, and participate in live feeds.
Watch-Alongs: Dream11 hosts watch-alongs with influencers and former cricketers.
Social Media: YouTube is the hub for post-match analysis, while Snapchat uses AR lenses and creator content for engagement.
Adtech: InMobi’s Glance uses AI to deliver personalized content.
Big Tech: Google has partnered with the BCCI to sponsor IPL and offer insights via its AI mode (Gemini). Meta is using local-language AI for content feeds.

The rise of second-viewing is driven by high-speed internet, affordable smartphones, and a mobile-first culture. Viewers use mobile phones for real-time statistics and trivia, prompting brands to tap into this opportunity.

A Dream11 spokesperson stated that live matches attract 40 Cr to 50 Cr viewers, with connected TVs adding another 10 Cr users. They estimate that 80% of customers use a second screen during live matches.

The second screen bridges entertainment and commerce. AI-led discovery engines enable fans to identify what cricketers are wearing and purchase merchandise. IPL 2026 is expected to see platforms increase monetization through shoppable video and personalized promotions.

IPL 2025 recorded around 100 Cr viewers across television and digital platforms. Snap India has rolled out integrations for live sports moments, including live sports APIs and branded AR lenses.

Snap India’s Ravi added that brands that show up in ways that feel natural to Gen Z will win. The IPL is evolving into a real-time, AI-powered engagement economy where content, commerce, and community converge.