Partnership Signals Continued Free Streaming of IPL Games

JioHotstar’s recent partnership with Nielsen for ad measurement during IPL 2025 is a clear sign of their commitment to a hybrid revenue model. This move aims to provide advertisers with real-time, independent metrics through Nielsen while still offering some free content, even with new subscription options on the table.

The partnership between JioHotstar and Nielsen for third-party ad measurement during IPL 2025 indicates that the streaming platform might keep offering free cricket content, despite changes to their subscription model.

This strategic decision to work with Nielsen showcases JioHotstar’s focus on boosting advertising revenue rather than completely transitioning to a subscription-based model. By giving advertisers access to independent verification of ad performance, JioHotstar seems to be emphasizing an advertising-supported streaming strategy.

While JioHotstar has introduced paid tiers starting at Rs 149, they still allow for some initial free viewing. This hybrid approach, along with the partnership with Nielsen, suggests a plan to make money through advertising while slowly moving heavy users towards paid subscriptions.

How does the JioHotstar and Nielsen partnership actually work? The collaboration involves setting up a dedicated data pipeline to enable real-time ad measurement during IPL broadcasts. Advertisers will receive detailed metrics, such as impression counts, click-through rates, and viewer engagement patterns, through the Nielsen ONE dashboard. By leveraging JioHotstar’s first-party data, Nielsen can independently verify every ad impression across various devices. This advanced system indicates that JioHotstar is focusing on advertising revenue by providing brands with unparalleled transparency. The platform will monitor user interactions with ads at a granular level, allowing advertisers to optimize their campaigns midway through the tournament. Notably, this marks a significant step, as it is the first time an Indian streaming platform has implemented third-party ad measurement for live sports, addressing concerns among digital advertisers about relying on self-reported metrics.

JioHotstar’s massive reach of 500 million viewers makes an advertising-centric model more feasible in India’s price-sensitive market. With an 85% control over India’s streaming market, the company can generate substantial advertising revenue even while allowing some free access.

However, the introduction of new subscription tiers on the platform hints at a gradual shift towards a mixed revenue model. This suggests that while some IPL content might stay free, premium features and ad-free viewing could increasingly become part of paid subscriptions.