In an exciting start to the HBL PSL 10 season, 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 recognize the scale and impact of digital as a communication medium.
Ahsan Tahir, Founder & CEO of Walee Technologies, commented:
“The uptake has been phenomenal. Advertisers are increasingly recognizing 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, 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—an unprecedented milestone.
Digital reach numbers for our 5 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- digital has surpassed TV by about 30% in live broadcast this season.”
A Transformative Journey: From 3 Million to 38 Million and Beyond
Having been part of PSL’s digital evolution since Season 2, the teams at BDigital and Walee have witnessed — and driven — its exponential growth.
Mehvish Mumtaz, COO of BDigital, remarked:
“What began with 3 million digital viewers in 2017 has grown to 38 million by Season 9, and the current season is set to go even further. The economics also speak for themselves — minute-for-minute, digital now delivers over 3x efficiency versus traditional media.”
Regarding the HBL PSL Digital Broadcast journey, Mehvish Mumtaz, COO BDigital 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 2, all the way till season 10 (Season 7 and 8 being the Daraz hiatus). It’s growth from a base set of 3 million viewers in 2017 to 38 million in season 9 (2024), is a gargantuan achievement. RPMs have also been growing steadily, PKR 30,000/min in season 2 to PKR 750,000/- in season 10, and is still 3 times more effective than any TV channel from 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 (Chief Commercial Consultant Walee /CDO BDigital), responded:
“It’s an open secret – 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 maximizing 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 favors 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 30% more reach and 1/3rd 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.”
HBL PSL 10 live data link: https://psl.walee.pk/pslx
