As IPL 2025 has kicked off, two-thirds of IPL viewers remember a fantasy sports brand, making it the most recalled category, according to a new report by CrispInsight.
Fantasy sports platforms like Dream11, My11Circle and MPL have played a major role in engaging cricket fans across the country. These platforms not only enhance the fan experience but also tap into the massive popularity of cricket in India to strengthen their presence in the market.
Tyre brands follow, with one-third of viewers recalling them. Sport and fitness brands have a minimal impact, with only 1% audience recall despite their participation in the tournament, according to the report dated March 30.
The report added that 66% of IPL viewers are interested in OTT content apps, while 46% show an inclination toward payment apps and electronics.
Liquor emerges as the least popular category, attracting just 12% of the audience. Other noteworthy categories include personal care and auto components, it said.
The report suggested that 54% of viewers remain indifferent to all brands, while 46% of the audience has been positively influenced by them.
After winning IPL 2024, Kolkata Knight Riders have become the most popular team, surpassing Chennai Super Kings with 29% and 25% fan following respectively, as per the report by CrispInsight.
Mumbai Indians take third place with 15%, while Royal Challengers Bengaluru and Sunrisers Hyderabad rank fourth and fifth with 11% and 10% fan following.
When it comes to players, 95% of IPL viewers have a favourite, while only 5% don’t. Virat Kohli is the most loved player in 2025 with 31% popularity, overtaking MS Dhoni, who stands at 26%. This is a change from 2024, when Dhoni was ahead with 27%, followed by Kohli at 26%, the report said.
Rohit Sharma, Sunil Narine, and Rinku Singh remain in the top five, holding the third, fourth and fifth spots respectively. Nitish Reddy, Hardik Pandya, and Heinrich Klaasen have joined the list as new entries.
The report also reveals that 4% of viewers are die-hard fans, 14% are active viewers, and 82% are casual snackers.