Wednesday's semi-final clash between India and New Zealand, for instance, saw peak concurrency hit 53 million viewers on Disney+ Hotstar, a global first for any cricket match streamed on any digital platform, official broadcaster Disney Star said on Thursday.
It was also the fourth time Disney+ Hotstar, which is streaming the tournament for free, broke its own concurrency record.
While the International Cricket Council and Disney Star have been over the moon with the record viewership and engagement, some advertisers have opted to give the World Cup a miss, citing prohibitive costs and alternate platforms such as general entertainment and movie channels available for reach.
Brands such as Procter & Gamble, Godrej, Airtel, PepsiCo, Britannia, Xiaomi, Samsung, LG, Hyundai and Flipkart are among notable absentees during the World Cup, while others such as Maruti and Parle Products have a limited presence on the quadrennial sporting and Flipkart are among notable absentees during the World Cup, while others such as Maruti and Parle Products have a limited presence on the quadrennial sporting event. Vodafone, another big advertiser which has been running ad campaigns during the World Cup this year, has opted not to take up sponsorship of the tournament.
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