The Indian Premier League (IPL), long regarded as India’s most powerful media and marketing property, has entered a rare phase of correction. According to the 2025 valuation report by D&P Advisory, the IPL ecosystem’s value has declined for the second consecutive year — from ₹92,500 crore in 2023 to ₹82,700 crore in 2024, and now ₹76,100 crore in 2025, an 8% drop from last year.

In dollar terms, that’s a slide from $11.2 billion in 2023 to $8.8 billion in 2025 — the steepest two-year contraction in the league’s history.

Digital surpasses TV for the first time in IPL history

Despite the contraction in value, the IPL continues to dominate Indian entertainment, drawing over one billion viewers across TV and digital platforms in 2025.

What’s changed, however, is where audiences are watchin

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