Beyond the Boundary: AI, influencers rewrite the cricket playbook

Mumbai: India’s broadcasters, streaming platforms and technology companies are increasingly expanding beyond live cricket into original programming and creator-led formats around the sport, as they seek to deepen fan engagement and monetise audiences throughout the year, industry executives said.

The development shows how cricket is evolving from a live sports property into a broader entertainment ecosystem, with cricketers increasingly emerging as mainstream entertainment personalities. With more than 950 million fans, cricket remains India’s most popular sport and one of the biggest content drivers across television and streaming platforms.