How Cricket Broadcasting Rights Are Transforming the Industry in 2025

The world of cricket broadcasting is facing a moment of reckoning. After years of skyrocketing deals, the news that Reliance-backed JioStar is reportedly looking to exit the USD 3 billion ICC India contract has sent shockwaves through the industry. Once hailed as a triumph of ambition and vision, cricket broadcasting rights are now entering what seems to be a new era of financial caution.

A Market at the Crossroads

For over a decade, cricket boards and franchises, especially the IPL and ICC, thrived on record-breaking broadcast agreements. Broadcasters were willing to spend millions—even billions—expecting global viewership and advertising revenue to cover their outlay. But the honeymoon period is over. The exit of JioStar is not just a business decision—it’s a symptom of a larger correction in cricket broadcasting rights. Broadcasters, once eager to absorb massive losses, are now pursuing sustainability. Cricket boards may need to adapt or face declining revenues in upcoming cycles.

What’s Driving the Change?

Three major forces are reshaping the market:

  • Financial Pressure: Falling TV profits and streaming losses are forcing broadcasters to cut costs and prioritize profitable content. Big-spending, high-risk deals are no longer viable.
  • Regulatory Shifts: Advertising bans on real-money gaming in India have removed a critical revenue source that previously justified huge media spends.
  • Market Consolidation: Media mergers, like Star India and Viacom18 forming JioStar, have reduced competition. With fewer aggressive bidders, media rights prices are naturally under downward pressure.

The Ripple Effect on Cricket

The implications are significant. Experts predict that IPL media rights could drop by 15–20% in the next cycle, while ICC tournament deals may see a reduction of 40–50%. Even smaller bilateral series could face steeper cuts. Cricket boards will have to rethink how they package and sell rights, possibly offering flexible bundles, performance-linked deals, or digital-focused contracts.

While it’s easy to frame this as a crisis, it might also be a healthy correction. Cricket broadcasting rights are entering a more realistic and sustainable era, which could ultimately benefit both broadcasters and boards. The days of inflated bidding wars may be over, but strategic, calculated investments could create more stability for the sport in the long run.

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FAQs

Q1: Why is JioStar exiting the ICC India media rights deal?
  • A: Due to tighter budgets, declining ad revenue from regulatory changes, and the need for profitable media operations.
Q2: How will this impact cricket broadcasting rights in India?
  • A: Rights valuations may drop for IPL and ICC properties, signaling a market correction.
Q3: Are IPL media rights also affected?
  • A: Yes, IPL deals are expected to see a potential 15–20% decline in the next rights cycle.
Q4: How can cricket boards respond?
  • A: By offering flexible rights packages, performance-linked deals, and hybrid digital & TV streaming options.

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