Lalit Modi, the founder of the Indian Premier League (IPL), has made a bold prediction that the league will double in size within the next three years. He attributes this growth to the increasing popularity of digital platforms, stating that cricket viewership is shifting away from traditional television. Since the IPL's inception in 2008, it has grown significantly in viewership and commercial value, becoming one of the most-watched sporting leagues globally. Modi emphasized that while television viewership may be declining, this reflects changing audience habits rather than a lack of interest in cricket. He pointed out the need for better audience measurement systems that can accurately capture viewership on OTT platforms, as current metrics are insufficient. Modi also noted that discussions about the IPL dominate conversations wherever he travels, underscoring its global influence. The IPL continues to enhance its brand through strong fan engagement and sponsorship deals, solidifying its status as a leading sporting brand worldwide.