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Premier League Audience in India Grows 2.4-Fold in Five Years to 144.5 Million, Nielsen Study Shows

The Premier League’s audience footprint in India has expanded 2.4-fold over the past five years across linear television and digital platforms, bringing its domestic fanbase to 144.5 million, according to a recent study conducted by Nielsen.

What Happened

The report, titled The Beautiful Game’s Indian Decade, evaluated viewing patterns using Broadcast Audience Research Council (BARC) data and Nielsen consumer research across the JioStar broadcast and streaming network during the 2025/26 season. Indian audiences consumed 9.04 billion minutes of Premier League coverage across television and digital services during the season.

According to the findings, linear television watch-time for the English top flight was three times higher than that recorded for the UEFA Champions League. Nielsen audience measurement lead for India, Hemant Kewalya, stated that football currently ranks as India’s second-most popular sport among adults, behind cricket.

Key Highlights

  • Viewership Volume: Indian supporters recorded 9.04 billion minutes of Premier League watch-time during the 2025/26 season across JioStar platforms.
  • Regional Expansion: Viewership contribution from Rajasthan, Uttar Pradesh, and Bihar/Jharkhand grew by over 200%, rising from roughly 12% five years ago to nearly 25%.
  • Digital Penetration: Cities and towns with populations exceeding one million represent approximately 55% of web and mobile consumption, and around 63% of Connected TV viewing.
  • World Cup Catalyst: Following the 2022 FIFA World Cup in Qatar, Premier League viewership in India climbed by 58% in the subsequent season, maintaining double-digit growth in later years.
  • Late-Night Viewing Habit: Approximately 27% of total Premier League watch-time in India takes place between midnight and 3:00 am.
  • Consumer Profile: Among fans surveyed, 87% subscribe to paid OTT, music, or sports platforms, 70% pay monthly credit card bills surpassing ₹40,000, and 67% hold a CIBIL score of 751 or higher.

Why This Matters

The metrics demonstrate a geographical transition from traditional metropolitan pockets to broader regional and Tier-2 markets. Viewership from Rajasthan, Bihar, Jharkhand, and Uttar Pradesh now accounts for a quarter of total consumption, highlighting football’s growing adoption across non-metro areas.

Furthermore, consumer metrics show high digital and economic engagement among Indian followers, making the audience a commercial segment of interest for broadcasters, advertisers, and digital streaming networks.

What to Watch Next

Broadcaster JioStar and the Premier League have indicated plans to continue collaborating on match experiences across television, Connected TV, mobile, and digital formats to engage viewers across both metropolitan and regional Indian markets.

Frequently Asked Questions

How many Premier League fans are there in India?

According to the Nielsen study, the Premier League’s Indian fanbase has reached 144.5 million followers across linear television and digital platforms.

How much Premier League football was watched in India during the 2025/26 season?

Indian viewers consumed 9.04 billion minutes of Premier League football across JioStar’s television and digital network during the 2025/26 season.

When do Indian fans watch Premier League matches?

The study found that late-night viewing is a consistent routine, with 27% of total watch-time occurring between midnight and 3:00 am.

Source: Business Standard / Nielsen report titled ‘The Beautiful Game\’s Indian Decade’