Prakash

The overall TV sports market is expected to touch Rs 9,830 crore and sports digital revenue will hit Rs 4,360 crore by FY26, according to a report. The digital revenue for sports, which was Rs 1,540 crore in FY21, is expected to grow three-fold to Rs 4,360 crore in FY26, it added. While Cricket continues to dominate the sports viewership in India with the IPL season having the most significant impact, other non-cricketing franchise-based events such as kabaddi, football, kho-kho etc are also witnessing traction.