PERSONALISATION WILL BE THE key driver of the next wave of growth in India’s sports streaming market, according to Ishan Chatterjee, Chief Business Officer – Sports, JioStar, who believes technology-led viewing experiences can significantly deepen fan engagement across sporting properties.
Chatterjee said the future of sports broadcasting lies in delivering tailored experiences to viewers, allowing fans to consume content in ways that match their preferences, languages and interests. Speaking at the APOS 2026 entertainment and technology summit in Bali, he noted that as digital consumption evolves, sports streaming platforms must move beyond a one-size-fits-all approach and offer increasingly personalised experiences to attract and retain audiences.
Chatterjee highlighted how advancements in digital streaming have transformed sports viewership in India, enabling broadcasters to offer multiple feeds, language options, interactive features and customised content journeys.
According to him, personalisation is becoming a critical differentiator in a highly competitive streaming market, helping platforms create deeper engagement and stronger connections with fans. He said the ability to understand viewer behaviour and deliver relevant content experiences would play a major role in driving subscription growth and advertising value in the years ahead.
While cricket remains India’s dominant sporting property, Chatterjee underscored the substantial growth potential of non-cricket sports, citing Kabaddi as a prime example of how a well-structured sports property can be built over time.
He pointed to the transformation of Kabaddi from a traditional sport with limited commercial appeal into a mainstream televised league that attracts millions of viewers and sponsors. The success of the sport, he said, demonstrates that Indian audiences are willing to embrace alternative sporting formats when supported by strong storytelling, quality production and sustained investment. Chatterjee suggested that similar opportunities exist across a range of emerging sports, creating avenues for broadcasters, leagues and brands to expand India’s sporting ecosystem beyond cricket.
