Digital platforms capture India's cricket fandom beyond live matches

Even as live rights remain concentrated with broadcasters and streaming platforms such as JioStar, digital platforms are increasingly capturing the conversation around the sport both alongside and beyond the live match.Platforms such as YouTube and Snapchat are positioning themselves as arenas where fans watch highlights, follow creators and react to match moments during and after live games. The shift is opening new opportunities for brands as live cricket advertising becomes increasingly expensive.The tr ...