The second version of the ET Snapchat Gen Z Index, which tracked this demographic in the course of the three-month IPL season, discovered that 85% of Gen Z observe the event—properly forward of different sports activities. Male engagement is increased at 91%, and followership is robust amongst these aged 24–28 at 89%. Greater than half of standard followers watch each match or most of them.
Cricket stays king. But it surely’s shared, not solo
You can’t take cricket out of Indian blood, and the Gen Z will not be even making an attempt. For them, too, cricket simply ‘slaps’. Cricket continues to dominate, and Gen Z is not any exception. The survey, powered by Kantar, reveals that 64% of Gen Z watch IPL matches with household and 48% with mates. The combination of leisure, handy timing, and cultural relevance has made the event a daily fixture of their social lives.
Fantasy gaming turns fandom into monetary play
Fantasy sports activities platforms like Dream11, MPL, and My11Circle have grow to be central to the IPL expertise. Whereas earlier generations watched passively, Gen Z is actively collaborating.
About 63% of Gen Z respondents mentioned they’ve performed fantasy sports activities, and 44% of working Gen Zs accomplish that repeatedly, typically aligning their picks with reside matches. The primary driver is cash: 44% cited successful money as their cause for enjoying, in contrast with simply 2% who mentioned it was about testing sports activities information. One other 31% mentioned the attraction was competing with mates. This development factors to a hyperlink between disposable earnings and participation in reward-driven digital platforms, as employed Gen Z use these video games to stability danger, gratification, and social validation.
ET On-lineSecond screening shifts promoting from recall to motion
One other key behaviour is second screening. About 81% mentioned they use one other system whereas watching the IPL, and greater than half of them interact with IPL-related content material on the identical time.
This behavior is altering how adverts work. Some 53% of Gen Z viewers mentioned they looked for or purchased a product after seeing it throughout an IPL advert. For advertisers, this reveals how contextual triggers drive instantaneous motion, not simply recall.
Gen Z’s curiosity in IPL is deepening, not declining
Regardless of assumptions about quick consideration spans, 62% of Gen Z mentioned their curiosity within the IPL has grown over time, whereas solely 27% mentioned it had declined. The event continues to ship experiences by way of stadium occasions, fan parks, and meet-and-greets that hold audiences linked.
Gen Z’s engagement with the IPL reveals greater than fandom. It displays how leisure and commerce are converging. From fantasy sports activities and social viewing to impulsive digital purchasing, the IPL has grow to be each a sporting spectacle and an engine of digital financial exercise.
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