ET World Leaders Forum: Cricket is a great investment but rights costs have run out of control, says JioStar’s Uday Shankar

Sports, particularly cricket, has been a “great investment” for JioStar because of its ability to aggregate audiences at enormous scale and convert a significant portion of its sports audience into entertainment consumers, said vice chairman Uday Shankar. The company, which combines the former Disney Star and Viacom18 businesses, now has 600 million monthly active users on digital.

“That kind of vertical take-off can happen only with sports,” Shankar said.