In an exciting start to the HBL Pakistan Super League (PSL) season 10, the digital broadcast has achieved a remarkable milestone, crossing 103 million total views and engaging over 24 million unique viewers in just the first three matches. Powered by five major OTT platforms — Tamasha, Myco, Daraz, Tapmad and Begin, this unprecedented reach marks a new chapter in Pakistan’s sports entertainment landscape.

Brand participation reaches new heights

This surge in viewership has translated directly into brand momentum, with record-breaking first-day confirmations from across sectors including Telecom, FMCG, CSD, Automotive and Pharma. Leading names like Pepsi, Syngenta, Zong, Ufone, Zyn, Boom Boom, Opus, Oppo, Sheikhoo Steels, Transworld, Sensodyne, Panadol and MG Motors, among others, were quick to recognise the scale and impact of digital as a communication medium.

Ahsan Tahir, the founder and chief executive officer (CEO) of Walee Technologies, commented, “The uptake has been phenomenal. Advertisers are increasingly recognising the unmatched value and transparency digital offers. From global brands to local enterprises and even public sector entities, the shift is clear: digital is now a core channel, not just a complement. Our goal is to make digital the premier broadcast medium for PSL in the coming years.”

Viewership that rivals and surpasses traditional channels

With thrilling matchups and high-scoring chases such as the 236-run nail-biter between Karachi Kings and Multan Sultans, audiences across Pakistan tuned in across devices, breaking conventional patterns.

Bilal Chughtai, the chief investment officer (CIO) of BDigital, shared, “The excitement around this season is tangible. With strong fixtures and seamless digital access, we’ve seen digital viewership surpass even leading TV channel ratings for the same matches which is an unprecedented milestone. Digital reach numbers for our five digital partners combined generated greater reach and viewership numbers than any of the two TV channels, for every single match. Combined Digital reach numbers per match are at 12 million average, PTV Sports stands at 6.3 million, while A Sports Stands at 2.8 million (9.1 million combined - SEC A-E 18-45, Urban – Kantar). Safe to say that digital has surpassed television by about 30 per cent in live broadcast this season.”

From three million to 38 million and beyond

Having been part of PSL’s digital evolution since season two, the teams at BDigital and Walee have witnessed and driven its exponential growth.

Mehvish Mumtaz, the chief operating officer (COO) of BDigital, remarked, “What began with three million digital viewers in 2017 has grown to 38 million by season nine and the current season is set to go even further. The economics also speak for themselves; minute-for-minute, digital now delivers over three times the efficiency versus traditional media.”

Regarding the HBL PSL Digital Broadcast journey, Mumtaz commented, “As a commercial venture, the HBL PSL broadcast has been a diamond discovery, for PCB, advertisers and broadcasters alike. We are proud to have been associated with this product since season two, all the way till season 10 (Season seven and eight being the Daraz hiatus). Its growth from a base set of three million viewers in 2017 to 38 million in season nine in 2024 is a gargantuan achievement. RPMs have also been growing steadily from Rs30,000 per minute in season two to Rs750,000 in season 10. It is still three times more effective than any TV channel from a unit economics perspective. We have no doubts that we will be the dominant broadcast this season, all mediums combined.”

Regarding the future of digital broadcast and key hurdles faced in the transition of advertisers from conventional to digital broadcast, Zohaib Hisam, the chief commercial consultant (CCO) at Walee and the chief digital operations (CDO) at BDigital, responded, “It’s an open secret that the top media powerhouses of Pakistan are struggling with the market’s pre-disposition and entrenchment of the TV channel lobbies within brands. When it comes to TV, ROI for the advertiser sometimes becomes a secondary concern, for TV it’s always been about maximising exposure and increasing rebates for middle men, some of whom try to form direct alliances with brand teams, pun implied. But with these numbers and ROI, it’s only a matter of time before the ecosystem favours digital transparency.”

“Walee and BDigital are proud of being the changemakers in this regard, and we intend to bring full transparency to the industry, down to the last two decimal places. With 30pc more reach and one-third of the investment, Digital is now the dominant medium for sports broadcast. If a brand is not on digital, they will lose market share. The ball is now in the court of brand teams - to evolve past TV or get left behind,” he further emphasised.

HBL PSL 10 live data link: https://psl.walee.pk/pslx

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