The Indian Premier League’s (IPL) ongoing 2026 season has recorded a clear decline in television viewership and advertiser participation, pointing to softer audience engagement in the opening phase of the tournament.
Data for the first 15 matches shows that TV ratings fell from 4.57 in 2025 to 3.71 in 2026, reflecting a decline of nearly 19 percent. Average minute audience also dropped from 10.6 million to 7.84 million, marking a sharper fall of around 26 percent.
Total reach also slipped during the same period, going from 123.96 million last year to 113.61 million this season, an 8.3 percent decrease.
While some social media posts have claimed the league suffered a 62 percent drop, the available figures do not support that number. The actual decline is significant, but far lower than that headline figure.
Advertiser participation has also fallen noticeably. The number of brands associated with the tournament has reportedly dropped from more than 65 last season to around 45 this year, a decline of roughly 31 percent.
The slowdown has been linked to multiple factors, including restrictions on fantasy sports advertising and a broader shift in viewing habits, with more audiences moving towards digital and OTT platforms instead of traditional television.
IPL sees a major drop of 62% in TV viewership and advertiser participation
Is the Indian Premier League losing its charm?@AadhyaJunejaa gets you this report pic.twitter.com/31MsnPq8pR
— WION (@WIONews) May 12, 2026
There is also growing criticism around the on-field product, with some viewers complaining about batting-friendly pitches and signs of format fatigue, which may be affecting overall interest.
Although the IPL remains one of the biggest cricket properties in the world, the early numbers suggest the 2026 season has not matched the same television momentum seen a year earlier.
