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 further investment unsustainable for the business.
Key takeaways
- Cricket's audience reach is a powerful digital growth engine.
- Skyrocketing media rights are straining profitability.
- Future sports content access may change significantly.
- Companies are reassessing high-cost digital content.
Why it matters
This signals potential shifts in how major sporting events are streamed and accessed. Users might face more fragmented platforms or increased subscription fees as companies re-evaluate costly content acquisition.
This story was reported by The Times of India. Read the full original article:
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