Premier League viewership in India has reached a major new milestone, with total watch-time crossing 9.04 billion minutes across the JioStar network during the 2025/26 season. The figures highlight the growing popularity of English football among Indian audiences.
A joint study by JioStar and Nielsen, titled “The Beautiful Game’s Indian Decade,” used BARC data to examine how football consumption has changed in India. According to the report, the Premier League’s combined linear television and digital reach has expanded 2.4 times over the past five years.
Premier League reaches 144.5 million followers in India
The report found that the Premier League now has 144.5 million followers across India. Television continues to play a significant role, with the league generating three times the linear television watch-time of the UEFA Champions League.
The figures underline the Premier League’s growing position within India’s sports entertainment market, where football continues to expand beyond its traditional metropolitan audience.
Regional India drives Premier League audience growth
One of the biggest changes highlighted by the study is the growing contribution from India’s regional and non-metro markets.
Rajasthan, Bihar, Jharkhand and Uttar Pradesh accounted for around 12 per cent of Premier League views five years ago. Their combined share has now increased to nearly 25 per cent, with audience growth exceeding 200 per cent.
The rise demonstrates how football consumption is increasingly spreading into markets beyond India’s biggest cities.
Non-metro cities become important football markets
Non-metro centres with populations of more than one million are also contributing significantly to Premier League consumption. According to the report, these locations account for 55 per cent of mobile and web views and 63 per cent of Connected TV viewing.
This shift could become increasingly important for broadcasters and football rights holders as digital access makes live sports more accessible to audiences across smaller cities and towns.
Young and diverse audiences driving the next growth phase
JioStar’s Head of Sales, Sports, Anup Govindan, said the Premier League has become part of the daily routine of millions of Indian fans.
He highlighted audience growth across metro and non-metro markets and suggested that younger viewers will be an important part of the competition’s next phase of expansion in India.
The changing audience profile also indicates that Premier League fans represent an increasingly engaged and commercially attractive segment for brands and streaming platforms.
Premier League viewers show strong digital engagement
The study also examined the spending and subscription habits of Premier League viewers. It found that 70 per cent of surveyed viewers pay monthly credit card bills exceeding ₹40,000, while 67 per cent have CIBIL scores of 751 or higher.
Additionally, 87 per cent of viewers hold paid subscriptions to streaming services, highlighting the strong connection between Premier League audiences and India’s wider digital entertainment ecosystem.
Late-night matches remain popular in India
Despite many Premier League matches taking place late at night in India, audience engagement remains strong. Around 27 per cent of total watch-time was recorded between midnight and 3 a.m.
The figure reflects the willingness of Indian supporters to follow live Premier League matches despite the time difference between India and England.
World Cup success also boosts Premier League interest
The report found a link between major international football tournaments and interest in domestic club football. Premier League interest increased by 58 per cent in the season following the 2022 FIFA World Cup.
This suggests that international tournaments can introduce new viewers to football before some of those fans continue following club competitions such as the Premier League.
Premier League sees India as a major growth market
Premier League Chief Media Officer Paul Molnar said the competition is seeing strong growth among Indian supporters, who are increasingly connecting with its clubs and players.
The league also reaffirmed its commitment to working with JioStar to improve the viewing experience for fans across India.
Football continues to grow behind cricket in India
Nielsen’s India audience measurement team noted that football is currently India’s second-most popular sport among adults, behind cricket.
The latest Premier League figures demonstrate the scale of football’s growth in the country. With digital platforms, Connected TV and regional markets contributing increasingly large audiences, the competition’s Indian fan base could continue expanding in the coming seasons.
Premier League viewership in India: Key figures
- 9.04 billion minutes: Total Premier League watch-time across the JioStar network during the 2025/26 season.
- 144.5 million: Total Premier League followers in India.
- 2.4x: Growth in combined linear TV and digital reach over five years.
- 25 per cent: Share of views now coming from Rajasthan, Bihar, Jharkhand and Uttar Pradesh.
- 55 per cent: Share of mobile and web views from non-metro centres with populations above one million.
- 27 per cent: Share of total watch-time recorded between midnight and 3 a.m.
- 58 per cent: Increase in league interest following the 2022 FIFA World Cup season.
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