Study: Mumbai Indians’ Most Engaged Sports Team on YouTube

  • Mumbai Indians edge second-placed Liverpool by 16m April commitments
  • The IPL franchise has over 30 million fans worldwide

Indian Premier League (IPL) Mumbai Indians ranked as the most popular sports brand in March and April on video-sharing platform YouTube, according to Spanish research agency Deportes & Finanzas.

The cricket franchise recorded 40.7 million and 66.1 million engagements in March and April respectively. The latter figure also puts Mumbai Indians 16 million in commitments ahead of English football giants Liverpool in second place.

Deportes & Finanzas cited a combination of short films and traditional videos leading to exponential consumption on the Mumbai Indians YouTube channel. This included new video themes like “MI Daily”, a quick, unfiltered summary of the team’s daily activities, as well as partnerships with prominent fans who are also creators.

In total, the franchise released around 30-40 individual pieces of content daily across its various social media platforms. According to Deportes & Finanzas, Mumbai Indians have over 30 million fans as a global brand.

The team’s spike in popularity can, unsurprisingly, be attributed to the start of the IPL 2022 season, which kicked off on the 26the March. A Brand Finance study in January 2021 also ranked the Mumbai Indians as the top IPL franchise by brand value at US$70.3 million, a 69% increase since the tournament began in 2009.

On the pitch, Mumbai Indians finished bottom of the IPL in a season that saw Gujarat Titans crowned champions in their debut campaign.