Cricket Fever: Over 12 crore Indians Used Glance For Cricket Related Content In India

As India’s cricket season reaches new heights, digital engagement among fans has surged to unprecedented levels. A recent report by Glance and InMobi titled ‘Decoding Indian Cricket Fans: Consumer Insights and Seasonal Marketing Strategies for 2025’ reveals that over 120 million users turned to smart lock screens during the country’s biggest cricket tournament, resulting in a 2.4x increase in engagement compared to previous years.

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Cricket fans are no longer just watching matches; they are actively engaging with content on their mobile devices. Second-screen behavior has grown significantly, with users spending 44% more time consuming cricket-related content. Across platforms, digital interactions have soared, registering 314 billion glances and 433 million taps. The demand for immersive and interactive experiences continues to redefine how audiences follow the sport.

Regional language consumption has also seen a notable rise. While English remains the dominant language, accounting for 81% of cricket-related content consumption, regional languages make up 19% of the total. Among them, Hindi leads with 36.22%, followed by Tamil (25.31%), Kannada (15.35%), Marathi (12.13%), and Telugu (10.99%). This shift highlights the growing importance of vernacular content in digital sports engagement.

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Mobile applications have become key players in this transformation. According to data from AppsFlyer, app installs saw a significant increase during the cricket season, with Android installs rising by 35% and iOS installs up by 28% from pre-IPL to peak IPL 2024. In-app engagement also witnessed exponential growth, with gaming apps experiencing 6x higher click-through rates (CTRs), home entertainment apps recording a 5.6x increase, and music apps seeing a 3.5x boost.

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Overall, in-app clicks surged by 9.4%, while video ad engagement skyrocketed 21x, surpassing industry benchmarks. Full-screen interstitial ads performed 13x better than standard ad formats, underscoring the high engagement levels fueled by cricket fever.

Experts suggest that the rise of mobile as a primary medium for sports consumption presents new opportunities for brands and advertisers. The report underscores a shift in audience behavior, with fans embracing digital-first interactions, offering marketers an avenue to craft data-driven campaigns that align with high-intent moments during live matches.

With digital engagement at an all-time high, the ongoing evolution of fan interactions is reshaping how cricket is experienced beyond the stadium, making mobile screens as crucial as television broadcasts in the future of sports consumption.

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