ET World Leaders Forum: Cricket is a great investment but rights costs have run out of control, says JioStar's Uday Shankar
Source: The Times of India· ET Bureau· August 23, 2026
SynaBot summary
JioStar's Uday Shankar highlighted cricket's success in building a massive digital user base. However, he warned that escalating media rights costs are making sports investments unsustainable for companies.
Key takeaways
- Cricket drives massive digital audience growth for JioStar.
- Rising media rights costs threaten sports investment viability.
- Audience aggregation is a key benefit of sports content.
- Sustainability challenges loom for sports media ventures.
Why it matters
This signals potential shifts in how major sports content is delivered and monetized. AI tool users might see changes in access to live sports data and analysis platforms as costs fluctuate.
This story was reported by The Times of India. Read the full original article:
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