Cricket viewing is becoming increasingly regional, with Kannada, Telugu and Tamil feeds recording strong growth during TATA IPL 2026 as audiences increasingly chose to watch the tournament in languages beyond Hindi and English, JioHotstar said Tuesday.

On JioHotstar, reach of the Kannada feed rose 30% year-on-year during the season, while Telugu and Tamil feeds grew 23% and 12%, respectively, JioStar said. Telugu also recorded a 30% increase in its share of digital watch time, the highest growth among the three regional languages.

Against this backdrop, JioStar on Tuesday launched ‘Beyond Boundaries’, an initiative that will allow advertisers to partner with regional-language live cricket feeds and pre- and post-match programming.

Across digital, regional-language watch-time share increased 33% during the season. Connected TV reach grew 22%, while digital video views reached 25 billion, up 8% from the previous year, according to JioStar.

The growth comes as regional-language feeds increasingly draw audiences through local commentary and programming built around teams and fan bases in different markets.

During IPL 2026, JioStar's regional feeds featured more than 160 commentators across 12 languages. The Telugu feed included former India players Hanuma Vihari and MSK Prasad, while the Kannada panel featured Vinay Kumar and Veda Krishnamurthy. The Tamil feed included former India players Murali Vijay and L Balaji, former Sri Lanka cricketer Russel Arnold and RJ Balaji.

The regional feeds also developed market-specific programming around the tournament. The Telugu feed featured Cricket with Chai and Orange O Rangu, while the Kannada feed had Kempu Sainya and Inside RCB. The Tamil feed built match-day content around the “Ini Singapathai” narrative.

“The growth of regional-language cricket reflects how cricket consumption in India is evolving. Audiences aren’t just watching in greater numbers; they’re choosing to experience the game in languages and environments that feel familiar to them,” Anup Govindan, Head of Sales - Sports, JioStar, said.

“For brands, that matters because it opens up a deeper way to participate in cricket across markets. The real opportunity is in understanding what makes each audience and market distinct and building around those nuances rather than viewing regional consumption purely through the lens of scale,” he said.

The regional-language coverage was built around market-specific voices rather than a single national commentary team, with former players and regional experts leading coverage across the different feeds.