Rise of Football Viewership in India: A New Era for the Beautiful Game

India, a nation synonymous with cricket, is witnessing a remarkable rise in football viewership, sparking conversations about the changing landscape of Indian sports culture. With Indian fans avidly following international leagues, a growing domestic league, and expanded digital access, football is carving a significant niche for itself. From cities to smaller towns, the enthusiasm for football is evident, suggesting that the beautiful game could soon rival cricket in terms of viewership and fan engagement.

This article explores the factors behind this rise, the influence of global leagues, the growth of the Indian Super League (ISL), and the role of social media in making football more accessible than ever.

Global Leagues and International Stars Captivate Indian Audiences 

Football’s increasing popularity in India can be largely attributed to the success of international leagues like the English Premier League (EPL), La Liga, Serie A, and the UEFA Champions League. These leagues have captured Indian fans’ attention with their high-quality broadcasts, world-renowned clubs, and star players like Lionel Messi, Cristiano Ronaldo, and Neymar. The EPL, in particular, has become a staple for many Indian sports fans, with weekend matches attracting sizable audiences. According to recent studies, viewership for EPL matches in India has risen by over 40% in the last five years, as fans tune in to watch their favorite clubs and players.

The success of Indian-owned teams in these leagues has also played a part. For instance, Indian businessman Venkatesh Rao's involvement with Blackburn Rovers and Indian investors in clubs like Atletico Madrid have generated Indian interest and pride, further cementing a connection between Indian fans and international football.

The Growth and Influence of the Indian Super League (ISL) 

While international leagues introduced Indian audiences to football, the Indian Super League (ISL), launched in 2014, has given fans a homegrown league to rally behind. Modeled after the IPL, the ISL has brought structured, professional football to India, giving rise to local clubs with loyal fan bases. Franchise teams representing cities like Bengaluru, Kerala, and Goa have fostered a deep sense of pride among fans, leading to packed stadiums and devoted followings.

The ISL has also attracted global football icons like Alessandro Del Piero, David James, and Robert Pires, who have not only elevated the league’s profile but also helped young Indian players learn from world-class athletes. Additionally, the league’s broadcast quality, partnerships with major streaming services, and improved marketing have brought the excitement of live football to households across the country. According to data, the ISL’s television viewership crossed 200 million in 2023, indicating that football’s growth in India is not just limited to metropolitan cities but is reaching smaller towns and rural regions as well.

Digital Revolution: Accessibility and Social Media Engagement 

The digital revolution has played an undeniable role in expanding football’s reach in India. Platforms like YouTube, Instagram, and Facebook have brought football highlights, player interviews, and match updates to fans’ fingertips, creating a 24/7 connection to the sport. Digital streaming platforms like Disney+ Hotstar, SonyLIV, and JioTV have made it easy for fans to watch live games, bypassing traditional cable networks.

This access has cultivated a more knowledgeable fan base that follows the sport religiously, from analyzing game statistics to participating in fantasy leagues and engaging in social media fan pages. These fan pages, many managed by Indian fans, foster discussions, debates, and live commentary, connecting Indian viewers with the global football community. On Twitter, hashtags like #PremierLeagueIndia, #ISLFans, and #IndianFootball trend regularly, showing just how active and vocal Indian football fans are online.

Youth Engagement and Grassroots Development 

A significant factor contributing to football’s popularity in India is the increasing focus on youth engagement and grassroots development programs. The All India Football Federation (AIFF), in partnership with various state associations, has been investing in school and college-level football, with a focus on scouting young talent. Corporate sponsorships and collaborations with football academies have also risen, providing aspiring players with better infrastructure and training.

Initiatives like the Reliance Foundation Young Champs and Tata Football Academy have become nurturing grounds for India’s future football stars. Programs are not only improving the quality of players but are also inspiring youth to watch and learn from the game, thereby building a new generation of dedicated fans. Major clubs in Europe, including Manchester United, Barcelona, and Chelsea, are also conducting football camps and talent hunts in India, aiming to develop a robust footballing culture.

What the Future Holds: A Sport on the Rise 

As football continues to grow in popularity, India is positioning itself as an emerging football market, with many international teams eyeing India for potential fan base expansion and investment. The increasing viewership numbers, engagement from youth, and infrastructural investments signal that football is well on its way to becoming one of India’s mainstream sports.

The rise of football viewership in India marks a new era for Indian sports culture, where cricket no longer dominates as the sole passion. With continued development in domestic leagues, increasing grassroots programs, and deeper engagement with international football, the future of football in India looks promising.