IPL originator Lalit Modi believes the cash-rich T20 league is set to grow to double its current size within the next three years, while also insisting that the biggest shift in cricket consumption is happening on digital screens rather than conventional TV. Speaking on the IPL’s future direction, Modi pointed to how viewing habits are changing as smartphone use and OTT platforms reshape the way fans follow matches.
Modi’s big call: “Double in three years”
Lalit Modi said the tournament will expand rapidly in the coming cycle, summarising his outlook with a clear prediction: “Double in three years.” He linked that growth to the IPL’s evolution since its launch in 2008—an era that has seen major gains in audience size, commercial value and global visibility.
From TV boom to OTT-first viewing
Modi noted that the IPL’s debut attracted millions of television viewers across India, but that the league’s sustained rise has come from a wider mix of factors over time, including expanded broadcast reach, star-heavy squads, competitive franchise cricket and the fast acceleration of digital streaming.
He added that the surge has been amplified by the widespread adoption of smartphones and OTT services, giving supporters the option to watch while travelling and on the move. In his view, the league now draws hundreds of millions of viewers each season when combining traditional television and digital platforms, helping it become one of the world’s most valuable and widely followed cricket properties.
- IPL growth since 2008 has been driven by increased broadcast footprint, marquee players, competitive franchises and digital streaming expansion.
- Smartphones and OTT adoption have enabled fans to follow matches on the go.
- The tournament currently attracts hundreds of millions of viewers across TV and digital channels each season.
Why TV ratings look weaker, in Modi’s view
Asked about reports suggesting a drop in television viewership, Modi argued the pattern is better explained by changing audience behaviour than by any fading interest in the IPL. He said viewers are increasingly moving to OTT platforms.
“It’s going down on television. Yeah, Television is a dumb box. Everything is on your vertical. Everything is moving to OTT. And I always said it would. We are the fastest-growing OTT country. We have a billion people who are interested in cricket. They are watching it on the go,” Modi said.
He also suggested that current audience measurement methods do not fully reflect OTT scale. Modi argued that OTT viewing data should be captured more accurately, saying there is currently no rating-style information for OTT and that systems need to provide real insight into who is watching and when.
“The data is much better. There is no rating information on OTT right now. That needs to come out. And you’re looking at somebody putting on a box and the signal going through it. And you don’t know whether somebody is watching. Now you get real data on who is watching when. And nobody’s going to watch the whole match. I’m globally travelling,” he added.
IPL everywhere Modi goes, and the latest final result in Ahmedabad
Modi further claimed the IPL continues to dominate conversations across the world whenever he travels. When asked whether people frequently bring up the tournament with him, he replied: “That’s all they talk about. Everybody. That’s all they talk about. They don’t talk about the Modi family business. They don’t talk about any other businesses of ours. And everybody just wants to talk about the IPL.”
He also said the league’s position as one of the most influential sporting brands globally remains firm, citing continuing momentum in fan engagement, sponsorship and digital consumption.
On the field, the IPL 2026 final in Ahmedabad ended with Royal Challengers Bengaluru defending their title successfully. RCB beat Gujarat Titans to retain the championship crown, completing back-to-back triumphs and joining an exclusive group of sides that have won consecutive IPL titles.
- IPL 2026 final: Royal Challengers Bengaluru defeated Gujarat Titans in Ahmedabad.
- RCB successfully defended their championship crown after retaining the title.
- RCB chased a target of 156 runs, completing the win with a strong batting effort.
- The back-to-back title achievement places RCB in the same elite category as Chennai Super Kings and Mumbai Indians.
- Chennai Super Kings and Mumbai Indians were referenced as five-time champions in that elite list context.
