HBL PSL Season 10 has rewritten the rulebook for digital broadcasting. Within just the first three matches, the league’s digital viewership soared past 103 million total views, engaging more than 24 million unique users. This extraordinary start signals a new era where sports fans are turning to digital platforms for their fix of cricket, and brands are rushing to meet them there.
The broadcast’s massive digital reach is powered by five major OTT platforms—Tamasha, Myco, Daraz, Tapmad, and Begin—each playing a vital role in bringing high-definition, on-demand cricket action to audiences across Pakistan and abroad. This unprecedented scale of engagement has already positioned PSL Season 10 as one of the most digitally consumed sports events in the region’s history.
But the success story doesn’t stop at audience numbers. The surge in digital traffic has translated directly into commercial impact, as brands across diverse sectors have responded with record-breaking enthusiasm. First-day advertising confirmations hit new highs, with heavyweights from Telecom, FMCG, Automotive, Pharma, and Consumer Electronics sectors taking the lead. Household names like Pepsi, Zong, Syngenta, Ufone, Boom Boom, Panadol, MG Motors, and many more quickly secured their digital presence, recognising the immense value and immediacy offered by digital channels.Commenting on this surge, Ahsan Tahir, the CEO of Walee Technologies, emphasized that advertisers are no longer treating digital as a secondary option.
“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.”
This tectonic shift is backed by performance data that paints a compelling picture of digital’s rising dominance. With gripping matchups such as the high-octane 236-run thriller between Karachi Kings and Multan Sultans, audiences flocked to their screens—smartphones, tablets, and smart TVs alike—breaking the mold of traditional broadcast behavior. Bilal Chughtai, CIO of BDigital, revealed that digital viewership has now surpassed traditional TV ratings for each game this season.
“Combined digital reach per match now averages 12 million, compared to PTV Sports’ 6.3 million and A Sports’ 2.8 million. It’s safe to say that digital has surpassed television by about 30 per cent in live broadcast this season.”
The digital transformation of PSL broadcasts has been years in the making, shaped and guided by industry pioneers like BDigital and Walee Technologies. Mehvish Mumtaz, COO at BDigital, reflected on this evolution:
“What began with just three million digital viewers in 2017 has grown to 38 million by season nine. The current season is already set to break past those figures.”
Financial metrics back this assertion. The revenue per minute (RPM) for PSL’s digital broadcast has surged from Rs30,000 in 2017 to Rs750,000 in 2025. As a result, digital has become an indispensable channel not only for engagement but also for advertisers seeking performance, efficiency, and scalability. Yet, challenges remain in shifting the mindset of brand teams still tethered to legacy media habits. Zohaib Hisam, Chief Commercial Consultant at Walee and Chief Digital Operations at BDigital, addressed this reality candidly.
“It’s an open secret that the top media powerhouses are struggling with the entrenched TV channel lobbies. For many advertisers, traditional media has been about maximizing exposure and incentives for intermediaries, often at the expense of actual ROI.”
However, Hisam remains optimistic:
“With these numbers and ROI, it’s only a matter of time before the ecosystem tilts towards digital transparency. Walee and BDigital are proud to be the changemakers. We aim to bring full transparency to the industry—down to the last two decimal places.”
“With 30% more reach and one-third of the investment, digital is now the dominant medium for sports broadcasting in Pakistan. If a brand isn’t on digital, they risk being left behind.”
As PSL Season 10 progresses, all signs point toward digital not only being the future of sports entertainment in Pakistan—but its present. With data-driven performance, unmatched engagement, and undeniable economic value, the digital revolution in sports broadcasting is no longer coming. It’s already here.
