YouGov Indian Cricket Fandom Report 2026: Cricket, fandom and brand influence
New research from YouGov explores fan behaviour, media consumption, sponsorship engagement and support for women's sport
Published: Jun 15, 2026 2:33 PM | 2 min read | Advertorial
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- The YouGov Indian Cricket Fandom Report 2026 reveals insights into the evolving demographics and engagement of cricket fans in India, highlighting a resilient followership with 55% of urban Indians still actively following the sport.
- The report indicates that cricket is integral to fans' identities, with 61% stating their love for the sport is a core part of who they are, and over half (54%) support teams by purchasing sponsor products.
- Streaming has enhanced accessibility for fans, with 76% noting it has made following teams and leagues easier, indicating a shift in media consumption habits.
- There is a growing demand for women's sports, as 72% of cricket fans advocate for increased media coverage and investment, reflecting changing expectations for representation in sports.
India's relationship with cricket is often described as unwavering. Yet beneath the headlines, the fan frenzy and the tournaments lie a more nuanced story: who today's fans are, how they engage with the sport, and what that means for brands seeking to connect with them.
The newly released YouGov Indian cricket fandom report 2026 explores these shifts through the lens of data. Drawing on insights from YouGov Profiles and YouGov Global Fan Profiles, the report examines cricket fandom across demographics, media consumption, sponsorship engagement and brand consideration.
The findings suggest cricket's dominance remains remarkably resilient. While followership for several other sports has softened in recent years, cricket has held steady, with 55% of urban Indians continuing to follow the sport. The sport's influence extends well beyond match days, with 61% of cricket fans saying their love for sports is core part of their personal identity.
The report also highlights how fandom increasingly shapes consumer behaviour. More than half (54%) of cricket fans say they like supporting teams by buying products from their sponsors, while 76% say streaming has made it easier to follow the teams and leagues they support. Together, these findings point to an audience that is both highly engaged and increasingly accessible across digital channels.
The data also signals growing support for women's sport, with 72% of cricket fans believing women's sports deserve greater media coverage and investment, highlighting growing demand for broader representation across the sporting ecosystem and a clear indicator of shifting expectations for broadcasters, sponsors and media owners.
Inside the report:
- How cricket fandom has evolved over the past three years
- Who today's cricket fans are, by age and gender
- Attitudes towards women's cricket and sports sponsorships
- How fans consume sports content across TV, streaming and digital platforms
- Which sponsorship formats generate the strongest visibility
- The IPL teams, players and brands resonating most strongly with fans
Download the YouGov Indian cricket fandom report 2026 for a deeper understanding of India's cricket audience and the opportunities it presents for marketers, sponsors and media owners.
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