Sports remains biggest audience aggregator in an era of infinite content: JioStar’s Ishan Chatterjee

Live sports remains one of the last mass-audience aggregators in an era of infinite content choices, according to JioStar Sports CEO Ishan Chatterjee, who said the company now regularly reaches over a billion viewers during the IPL and is leveraging that scale to drive growth across sports, commerce and AI-powered fan engagement.

“Today, we operate in a world where content supply across both traditional media and social media is infinite, and there are very few properties that can aggregate audiences at the scale that live sports can,” Chatterjee said at an industry event. “If there’s an India-Pakistan game or an IPL final, hundreds of millions of people are going to tune in.”