Ajay Chhangani on the rise of sports streaming and advertising potential

Ajay Chhangani, Co-Founder and CEO – ONE7 Sports, shares insights on the evolution of live sports streaming in India, advertising opportunities, and the future of sports sponsorship. In this interview, he discusses how One7Live.com is revolutionizing digital sports consumption and brand engagement.

Evolution of the Live Sports Streaming Market in India & Advertising Opportunities

The live sports streaming landscape in India is rapidly evolving, fuelled by digital adoption, affordable mobile data, and the dominance of platforms like JioCinema and Disney+ Hotstar.

Key Market Trends

• Digital Viewership Surpassing TV: The IPL’s free streaming success on JioCinema highlights digital platforms as the primary mode of consumption.
• AVOD & Hybrid Monetization Models: Free, ad-supported models (AVOD) are driving mass viewership, while premium subscriptions (SVOD) cater to niche, high-value audiences.
• Regional & Local Sports Growth: Tier-2 and Tier-3 city audiences are embracing regional leagues, expanding market opportunities beyond IPL.

Opportunities for Advertisers

1. Hyper-Targeted Digital Ads: OTT enables advertisers to customize campaigns based on user location, language, and behaviour.
2. Interactive & Shoppable Ads: Brands can integrate real-time purchase options, QR-code-based deals, and call-to-action ads during live matches.
3. Social & Second-Screen Engagement: Live engagement through polls, live tweets, fantasy sports tie-ins, and influencer collaborations enhances ad impact.

2. Engaging Niche Audiences Beyond Cricket (Football, Kabaddi, Esports, etc.)
India’s sports ecosystem is diversifying, with growing viewership for football (ISL), kabaddi (PKL), and esports tournaments. One7Live.com is uniquely positioned to help brands engage these loyal, highly engaged communities.

How Brands Can Leverage These Audiences

• Localized & Regionalized Content: Customized messaging (e.g., Tamil commentary for kabaddi, Hindi for football) enhances audience connection.
• Gamification & Interactive Elements: Esports and kabaddi fans thrive on engagement—live trivia, fantasy sports integrations, and real-time chats boost brand recall.
• Influencer-Driven Content: Collaborating with local sports influencers, former players, and gaming streamers amplifies brand presence authentically.
• Micro-Sponsorships & Emerging Athletes: Unlike IPL, where sponsorship is expensive, niche sports offer affordable sponsorships with exclusive audience access.

3. Future of Sports Sponsorship: AI, AR/VR & Cutting-Edge Innovations

As live sports streaming continues to grow, brands must leverage emerging technologies to enhance fan engagement and maximize ROI.
Next-Gen Sponsorship Models

• AI-Driven Dynamic Ads: Machine learning predicts user behaviour, delivering context-based ads (e.g., energy drink ads after a crucial wicket).
• Augmented Reality (AR) Experiences: Features like 3D holographic player stats, interactive replays, and virtual meet-and-greets with athletes enhance engagement.
• Metaverse Watch Parties & Virtual Lounges: Brands can host VR-powered exclusive screenings, immersing fans in a stadium-like experience.
• NFTs & Digital Collectibles: Exclusive match moments, player-signed digital merchandise, and blockchain-powered loyalty rewards drive engagement.
• Voice-Activated & Interactive Ads: AI assistants like Alexa and Google Assistant enable voice-activated brand interactions during live games.

Final Thoughts: How One7Live.com Can Disrupt the Market

• Empowering Local Sports: Establishing itself as the go-to OTT platform for grassroots talent and emerging sports.
• Brand Integration Beyond Traditional Ads: Sponsorships leveraging AI-driven engagement models and shoppable content.
• Multi-Sport Expansion: Diversifying into kabaddi, esports, and regional leagues to reach non-cricket audiences.
• Bringing Sports into the Metaverse: Using VR-powered live matches, immersive player interactions, and digital collectibles to elevate fan engagement.