The partnership between JioHotstar and Nielsen for third-party ad measurement during IPL 2025 suggests that the streaming platform may continue offering free cricket content, despite recent subscription model changes.
The move to implement Nielsen’s measurement systems can be seen as a strategic effort to strengthen advertising revenue rather than pivot entirely to a subscription-based model. By providing advertisers with independent verification of ad performance, JioHotstar appears to be doubling down on an advertising-supported streaming strategy.
While JioHotstar has introduced paid tiers starting at Rs 149, the platform’s hybrid model allows for initial free viewing. This approach, combined with the Nielsen partnership, suggests a strategy to monetize through advertising while gradually transitioning heavy users to paid subscriptions.
How does the JioHotstar and Nielsen partnership works
The Nielsen-JioHotstar collaboration centers on establishing a dedicated data pipeline that enables real-time ad measurement during IPL broadcasts. Through the Nielsen ONE dashboard, advertisers will receive comprehensive metrics including impression counts, click-through rates, and viewer engagement patterns.
Nielsen will have direct access to JioHotstar’s first-party data, allowing for independent verification of every ad impression across devices. This sophisticated measurement infrastructure suggests JioHotstar is prioritizing advertising revenue by offering unprecedented transparency to brands.
The system will track user-level interactions with ads, helping advertisers optimize their campaigns mid-tournament. Notably, this marks the first time an Indian streaming platform has implemented third-party ad measurement for live sports, addressing a key concern among digital advertisers about self-reported metrics.
JioStar’s massive reach of 500 million viewers also makes an advertising-centric model more viable in the price-sensitive Indian market. The company’s position as the dominant player, controlling 85% of India’s streaming market, allows it to generate substantial advertising revenue even with partial free access.
However, the platform’s new subscription tiers do indicate a gradual shift toward a mixed revenue model, suggesting that while some IPL content may remain free, premium features and ad-free viewing could increasingly move behind a paywall.