Dentsu's media agency Carat along with ESPNcricinfo have released a report on the evolution of cricket.
90% of the 1,683 respondents featured in the report stated that they are open to consuming content based on brand collaborations. 28% of these respondents revealed they are very likely to consume such content.
The report also revealed that while watching cricket on television, fans use a second screen to follow the sport. Among the features driving usage, fans prefer to use platforms that provide live ball-by-ball commentary, followed by short videos and expert articles.
Indexed scores of features that drive usage of digital cricket content platforms. Score of 5 indicates maximum effect of the feature on platform usage while score of 1 indicates minimum effect on usage
According to this report, when it comes to videos the following work the best:
Which YouTube sports videos work best
- Cricket controversies
- Videos with catchy headlines, masala pictures and interesting conclusions
- Listicles of specials and unique cricketing events or interesting facts
- Videos with narration of the story are preferred
- Player technique analysis videos
Best memes and viral sharable content ideas
- Funny catches, wickets, videos, no balls etc
- Hat-tricks, best catches on the month, heated moments
- Cricket’s party life, glamorous lifestyles and any social initiative created by a player.
- Reels and short-video content of cricketers
- Players field attitude clips, press interaction clips, thug life moments
What social media content is preferred
- Player training videos
- Specific technique practice videos
- New shots and unique strokes by local players
- Local coach tips
- Plenty of automatic, unfiltered content, which has been curated based on their
- likes and dislikes
- Content from reputed handles like Australia Cricket, ICC Council
- A lot of content from local and budding players, local teams, local coaching facilities
- Tweets from players, official handles, cricket influencers and latest trending tweets to know all latest developments in cricket
The report further revealed that YouTube has around 110 million (monthly reach) viewers who follow the IPL passionately and consume content worth around 1 billion hours.
Further, the report also covered the top reasons for using social media according to ESPNcricinfo users.
- 52% keeping in touch with friends
- 49% reading news stories
- 48% following sports
- 44% finding new content
- 43% check latest trends
Finally, when it came to vernacular language preference for digital cricket content, Hindi leads with 62%, followed by Punjabi (11%) and Bengali (7%).
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