HomeSports 2.0KreedOn Case StudyDigital Dynamo: Sports & Entertainment Steer Young India’s Digital Revolution
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Digital Dynamo: Sports & Entertainment Steer Young India’s Digital Revolution

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In the fast-paced era of digital transformation, one innovation has played a pivotal role: mobile devices. These pocket-sized powerhouses have reshaped the way we connect, access information, and conduct business. With the world at our fingertips, mobile technology has brought about a paradigm shift, revolutionizing the way we live, work, and interact in just a few inches of screen. Sports & entertainment have captivated hearts, stirred passions, and provided moments of exhilaration and escape. From the thrill of athletic triumphs to the magic of cinematic wonders, sports and entertainment have woven a tapestry of excitement and inspiration, uniting people across boundaries and creating lasting memories that transcend time.

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The Smartphone Revolution and Changing Habits

The mobile screens are widening and internet speeds are becoming faster and cheaper at the same time. Believe it or not, the good old idiot box is not only facing a serious competition from the palm device, but smartphones are also playing an able substitutes for televisions.

Digital Dynamo: Sports & Entertainment Steer Young India's Digital Revolution | KreedOn
Number of smartphone users in India in 2010 to 2020, with estimates until 2040, Image Source- Statista

This is especially true for the Indian market, where the traditional media and entertainment industry are feeling the repercussions of a gradually changing viewing habits of its audience. The Indian users are making the shift from traditional media to digital media for content consumption.

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Image Source: socialmediaweek.org

Add to it India’s growing middle class, a large population of millennials, increased economic growth prospects and most importantly – the development of digitization, all have lead to a tremendous rise in the mobile data consumption.


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Digital India

Prime Minister Modi’s Digital India initiative has sparked a digital revolution, propelling the nation into a future where technology is harnessed to bridge gaps, empower citizens, and propel India towards unparalleled growth and development. Under this strategy, the government took serious steps towards connecting millions of Indians with basic smartphones (remember the Akash Tablet?) and internet connectivity.

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Add to that the entry of Jio into the cellular market that shook the entire telecom industry by its roots. It soon made the “unlimited” data plans a mainstay in the market and in no time people could now afford watching their favorite content online.

How Sports Ignites the Digital Revolution in India

Digital Dynamo: Sports & Entertainment Steer Young India's Digital Revolution | KreedOn

A strong category that will sweep away young India’s digital consumption will quite unsurprisingly, be sports. Sports provide for a very unadulterated and thrilling brand of entertainment, a thing that strikes the chords of millions of Indians. This is evident in the popularity that so many of India’s fancy sports leagues enjoy. As a result, the match between Sports and Digital Media seems to be made in heaven.

Rise of Sports Streaming and Fantasy Leagues

Imagine this – It’s your beloved Real Madrid’s match that you cannot watch because you are stuck in an unknown relative’s function. Instead of speculating whether Benzema would have scored a goal or not, you simply pull out your phone and tune in to Hotstar.

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As a result, you are able to follow your favourite team live (Ardent sports fans know the importance of watching a match LIVE) without having to pay a bomb for the data. Convenient and efficient.

Digital Dynamo: Sports & Entertainment Steer Young India's Digital Revolution | KreedOn
Image Source: Sports Networker

The level of consumption of online cricket content is among the highest in the sports category, with cricket being India’s most popular sport.

However, non-cricketing sports are also making waves in terms of digital consumption in the country. Football comes in next after Cricket in terms of online viewership. This is especially true in the metro cities where more youngsters are taking to playing football and following EPL and ISL.

Social Media and Fan Engagement

Sports personalities and entertainment icons are utilizing the potential of social media to establish direct connections with their fan base. Platforms such as Instagram, Twitter, and YouTube have transformed into virtual arenas for athletes, actors, and musicians, enabling them to offer glimpses into their lives, engage with their followers, and cultivate robust communities of supporters. This interactive exchange not only strengthens fan loyalty but also provides a platform for budding talents to exhibit their abilities.

Esports & Gaming

The convergence of sports and technology has sparked the emergence of esports and online gaming. India, with its youthful population and burgeoning gaming culture, has experienced a notable increase in competitive gaming tournaments, streaming platforms and professional esports leagues. The widespread popularity of games such as PUBG Mobile, Free Fire, and Call of Duty Mobile has fostered a dynamic ecosystem that seamlessly integrates entertainment, competition, and digital interaction. So, sports and technology have formed an inseparable bond, revolutionizing the way we play, watch, and experience sports.


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The Rise of the Entertainment Industry

The steep rise in the entertainment industry may be mirrored in the eminence of such US companies like Amazon and Netflix, who have focused on production and dissemination of long videos, unlike other markets.

Region- India, Image Source- Statista

According to reports of Cheetah Lab and UC Media Lab, at the moment, entertainment is the largest category in mobile content consumption for Indian users on UC’s news feed platform. It accounts for nearly 27.4% for its consumption, followed closely by Sports and Lifestyle. It also adds that India’s smartphone users spend, on an average, over 1 hour on content related that is related to entertainment every day.

Statistics too support the claims that more average Indians are turning their backs against televisions for smartphones. Take this stat for example – The OTT video user penetration rate in India is predicted to rise from 30 percent to 36 percent between 2023 and 2027. Sports and entertainment have leveraged digital platforms to engage, inspire, and shape the aspirations of the youth.


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Why is the digital media more valuable than the traditional media?

Digital Dynamo: Sports & Entertainment Steer Young India's Digital Revolution | KreedOn

It’s all Branding and Advertising. Brands are willing to pay more for marketing their products on digital platforms than on the traditional media. A rise in the consumption of digital media is not the only reason for this particular preference. Digital sports marketing ensures that one is showing only those advertorials that are relevant to the user.

Another important factor of going the digital marketing route is that the investor actually knows how much of an impact the advertisement has had on the consumer, a facility not available on the conventional media.

Also, selling a product directly helps brands to create a sustainable brand loyalty, provide valuable information to interested customers, and artificially raise their purchase intention in a very soft or a “word-of-mouth” way making it a great plus in today’s high-competition-era.


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Monish Gadiya
Monish Gadiya
Monish Gadiya is the Head of Content at KreedOn. He is a thorough tech-enthusiast and believes that innovation is the answer to all the problems prevalent in the society. Monish graduated from University of Pune with a degree in Civil Engineering before pursuing a post-graduate diploma course in intellectual property rights. A die-hard football fan, he has represented his college at various football competitions.

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