Mumbai: India's sports enthusiasts are eagerly awaiting the World Cup, but with the tournament held in the North American region at unfavourable viewing hours, fewer viewers are expected. However, Zee's newly launched sports channel, Unite8 Sports, has reported a significant increase in viewership, with nearly 6 million viewers tuning in during the opening weekend on its streaming platform.
The channel's Chief Business Officer, Bavesh Janavlekar, attributes this growth to the dual consumption strategy, which includes catch-up programming and highlights packages. This approach has been reflected in the traction the channel is getting for its morning show and highlights across the day on Unite8 and Zee5.
Elsewhere in Asia, new live viewership highs have been recorded, with Japan's Nippon TV's coverage of the home team's opening win attracting an average audience of 22.4 million and reaching 39 million viewers. In host nations Canada, Mexico, and the United States, over 54 million viewers tuned in for their respective teams' opening matches.
India was among the last major markets FIFA struck a media rights deal with, and Zee acquired the rights for over $40 million, spanning 39 FIFA global events over eight years, including the 2030 men's World Cup. From a cost-recovery standpoint, Zee's revenue strategy is balanced between subscriptions and advertising.
According to a CLSA brokerage note, Zee5's active users doubled to 27 million since the World Cup started, and the subscribers' traction has seen a significant increase. With advertising, brands are slowly showing interest, and the advertising team has ensured that those with the right values of the property are on the table.
There is a flicker of hope for Indian sports fans, as FIFA has a clear agenda on focussing on women's football in India. The Indian women's football team is ranked 69th in FIFA rankings, while the men are ranked 138th. With the women's World Cup expanding to 48 teams starting in 2031, there is a tremendous opportunity for India to participate earlier.
