MUMBAI: The FIFA World Cup Qatar 2022 was the test case that delivered "proof of concept" in spades. The upcoming Indian Premier League is where India host digital platform JioCinema will go the whole hog with free-to-air streaming of the country's most valuable media property.
It is a move that will mark a complete paradigm shift in how the IPL has been monetised when it comes to OTT video on-demand, from premium subscription-based platforms (SVOD) to AVOD (advertising-based video on-demand).
