Cricket fever goes beyond the match: Glance’s ‘Decoding Indian Cricket Fans’ report reveals exclusive consumer behavior insights

Bangalore, 18th March, 2025: As cricket fever grips the nation, millions of Indian cricket fans are not just watching the game – they’re engaging with it like never before. Glance, the world’s leading smart lock screen platform, unveiled the report ‘Decoding Indian Cricket Fans: Consumer Insights and Seasonal Marketing Strategies for 2025’ in partnership with InMobi Advertising, a leading provider of marketing and monetization technologies that help businesses fuel growth, and AppsFlyer, the global leader in mobile measurement, attribution, and data analytics.

Based on insights from the 2024 cricket season, the report highlights how fans are embracing second-screen experiences on AI-powered smart surfaces, and mobile-first engagement, offering brands a strategic playbook for this high-energy period. During IPL season last year, arguably India’s biggest cricket tournament, over 120 million users engaged with Glance smart lock screen, preferring interactive, one-tap content over passive match-watching. This second-screen behavior is growing, with users having spent 44% more time on cricket-related content overall, driving 314 billion glances and 433 million taps. They also explored news, entertainment, food, and health content, while quick commerce and gaming saw a surge in engagement.

Cricket fans consumed content in multiple languages, with English dominating at around 81%, given its widespread appeal among urban and digital-first audiences. Regional languages made up approximately 19% of the consumption, with Hindi (36.22%), Tamil (25.31%), Kannada (15.35%), Marathi (12.13%), and Telugu (10.99%) gaining traction, reflecting the local connection to the game.

Beyond second screens and smart surfaces, apps maintained a lead during the cricket season. AppsFlyer data shows a significant spike in app installs, and in-app purchases, particularly in OTT, streaming, shopping, food and drinks, investment, and travel. Engagement skyrocketed, with gaming apps seeing 6x higher CTRs, home entertainment 5.6x higher, and music 3.5x higher. Cricket fans were more active than ever, with 9.4% more in-app clicks, 21x higher video ad engagement, and full-screen interstitials delivering 13x better performance than industry benchmarks.

Bikash Chowdhury, Chief Marketing Officer, InMobi and Glance expressed, “At Glance, we’re reimagining how consumers interact with their daily devices such as mobile lock screens and connected TVs, transforming them into more engaging screens and smarter surfaces. For brands, Glance allows them to reach consumers directly on their lock screens and ambient screens of connected TVs. With InMobi Exchange, brands can extend their campaigns beyond the smart lock screen into the app environment as well. This cricket season, we’re excited to partner with AppsFlyer to bring marketers deep app-based insights, driving impactful and effective campaigns.”

“The intersection of cricket and digital engagement has never been more powerful. The insights from this collaborative report highlight a shift in how fans interact with content, with mobile emerging as the true second screen. Our findings show a 35% rise in Android app installs and a 28% surge in iOS installs from pre-IPL to peak season in 2024. This is a prime opportunity for brands—not just to reach audiences but to engage them meaningfully at high-intent moments. With deep measurement and attribution, marketers can drive data-led acquisition, retention, and engagement during IPL and beyond. Together with InMobi Advertising and Glance, we help brands navigate this evolving landscape, making every interaction count in the dynamic world of mobile marketing,” commented Sanjay Trisal, General Manager, INSEA/ANZ, AppsFlyer.

To read the entire report, visit: https://glance.com/advertising/insights/cricket-season-marketing-trends-2025/

About Glance

Founded in 2019, Glance is a consumer technology company that operates some of the most disruptive digital platforms including Glance, Roposo, and Nostra. Glance has redefined the way internet is consumed on the lock screen, removing the need for searching and downloading apps. Over 400 million smartphones now come enabled with Glance’s next-generation internet experience. Roposo has revolutionized commerce by launching a destination for creator-led live entertainment commerce. Headquartered in Singapore, Glance is an unconsolidated subsidiary of InMobi Group and is funded by Jio Platforms, Google, and Mithril Capital. For more information visit glance.com, roposo.com and inmobi.com

About InMobi Advertising

InMobi Advertising is a leading global platform connecting advertisers and publishers with their mobile audiences. Their goal is to drive customer growth by helping businesses understand, engage, and acquire consumers effectively. For marketers, InMobi offers data-driven media solutions, powered by advanced analytics to create impactful ad experiences. For publishers, they provide a comprehensive suite of tools for monetization, consent management, and user engagement that help fuel app business growth.

InMobi Advertising is part of InMobi, a consumer technology company that is transforming the way consumers discover and interact with content through its innovative AI platforms. Emanating out of Bangalore, InMobi also maintains corporate offices in Singapore and San Mateo, California. To learn more about InMobi Advertising visit https://advertising.inmobi.com/

About AppsFlyer

AppsFlyer helps brands make good choices for their business and their customers with its advanced measurement, data analytics, deep linking, engagement, fraud protection, data clean room, and privacy-preserving technologies. Built on the idea that brands can increase customer privacy while providing exceptional experiences, AppsFlyer empowers thousands of creators and thousands of technology partners to create better, more meaningful customer relationships. To learn more, visit www.appsflyer.com.