Indian cricket fans are raising serious concerns over the increasing fragmentation of cricket broadcasting rights, which forces viewers to subscribe to multiple television channels and OTT platforms to follow the national team. With media rights split across various streaming services for different series, fans argue that the financial burden of maintaining multiple subscriptions is becoming unreasonable.
The frustration comes during a packed international schedule where fans have had to jump between various platforms over a matter of months. Home fixtures and ICC events were broadcast on Star Sports and JioHotstar, while the away Test series in Sri Lanka aired on the Sony Sports Network and SonyLIV. Furthermore, short white-ball tours against Zimbabwe and Afghanistan were streamed exclusively on FanCode, while the upcoming white-ball tour of New Zealand requires an Amazon Prime Video subscription.
Fans angry on Auto-Renewal Subscriptions Trap:
The issue is further compounded by monthly subscription models and automated payment settings. Viewers who subscribe to a platform for a single series often face unexpected charges if auto-pay settings are not canceled immediately after the series ends.
The fragmented distribution stems from intense bidding competition among digital platforms. Major broadcasters like Star and Sony often bypass lower-profile away series, allowing niche platforms like FanCode to acquire individual rights. Simultaneously, tech giants like Amazon Prime have aggressively entered live sports broadcasting to drive subscription growth across their broader entertainment ecosystem.
Cricket analysts and fans are urging the Board of Control for Cricket in India (BCCI) to implement a more streamlined broadcasting policy that protects consumers. Noted sports analyst C. Venkatesh highlighted that the current model creates unnecessary financial friction for fans who drive the sport’s revenue in India.
Industry experts suggest that the BCCI should establish a unified media rights framework, separating rights strictly into home and away packages rather than selling individual tours to separate platforms. Streamlining these rights would ensure consistent access for viewers across official broadcast partners.
Broadcasting rights are sold individually or in blocks by host boards, leading to different platforms acquiring the streaming rights for home, away, and neutral series based on competitive bidding. The upcoming white-ball series between India and New Zealand will be streamed exclusively on Amazon Prime Video.
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