During the 2025/26 season, Indian viewers collectively tuned in for an impressive 9.04 billion minutes of Premier League football, with linear television (LTV) viewership surpassing that of the Champions League by threefold. The Premier League's reach across JioStar's linear and digital platforms has seen a remarkable increase, growing 2.4 times over the past five years, now boasting a follower count of 144.5 million in India. This surge in popularity is detailed in a study titled "The Beautiful Game's Indian Decade," conducted in collaboration with Nielsen, which highlights the league's emergence as a significant sports community in the country.
Expanding Audience Beyond Urban Centers
The report reveals that the Premier League's audience growth is not confined to urban areas. Regions such as Rajasthan, Bihar/Jharkhand, and Uttar Pradesh, which accounted for about 12% of viewership five years ago, now represent nearly 25%, marking a staggering growth of over 200%. Additionally, towns with populations exceeding one million are now responsible for approximately 55% of mobile and web viewership, along with around 63% of Connected TV (CTV) engagement. This trend indicates a significant rise in interest from audiences in non-metro cities.
Impact of International Events on Viewership
The study also emphasizes the role of international football events in boosting the Premier League's fan base in India. As fans become acquainted with top players representing their national teams, their interest in the league intensifies. Following the FIFA World Cup Qatar 2022, viewership of the Premier League in India surged by 58% in the subsequent season, with continued double-digit growth observed thereafter.
In terms of audience demographics, the research indicates that Premier League fans constitute one of India's most affluent consumer segments. A significant 70% of these fans report monthly credit card bills exceeding ₹40,000, while 67% maintain a CIBIL score of 751 or higher. Furthermore, 87% are paid subscribers to various OTT, music, and sports platforms, showcasing their strong purchasing power across both television and digital mediums.
Throughout the season, which features 380 matches from August to May, fans exhibit high engagement levels, frequently watching live games, highlights, and participating in social media discussions. Notably, late-night viewing has become a ritual for many, with 27% of total watch time occurring between midnight and 3:00 a.m.
