TV broadcasters on a sticky wicket: Global cricket economy heads towards major correction on weaker profits, smaller budgets
The global cricket economy is heading towards what senior executives call a major correction in 2027, when several marquee media rights deals come up for renewal in a far tougher environment than the one that drove record valuations just a few years ago.
Shrinking advertising budgets, weaker TV profitability, and continuing streaming losses have forced broadcasters to reassess how much they can afford to pay. At the same time, industry consolidation —particularly the merger of Star India and Viacom18 — has reduced competition for major cricket properties.
