The TATA IPL 2026 has achieved a record combined reach of 1.1 billion viewers as teams vie for playoff spots, showcasing JioStar's growing influence in sports broadcasting. Linear TV continues to thrive, nearing the 500 million mark, while digital platforms have experienced a 15% growth in reach and a 7% increase in watch-time. Notably, Connected TV (CTV) has also seen a 25% rise in reach, with watch-time up by 20%. The regional language content has resonated particularly well, with a 42% increase in watch-time. Anup Govindan, Head of Sales at JioStar, highlighted the consistent fan engagement and the competitive nature of this season as key factors driving viewership. The league's unpredictability and the emergence of young talent alongside seasoned players have kept audiences engaged. JioStar has also welcomed 125 new advertisers, including 22 on digital and 16 on linear TV, reflecting the IPL's growing significance for brands. Innovations like the 'Champions Wali Feed' provide deeper insights and enhance the viewing experience, further solidifying JioStar's position as a leader in live sports broadcasting.