India possesses the largest online sports audience in the Asia-Pacific region: Comscore

• The younger population in India is pushing up the number of total online sports audience.
• India accounts for the largest online sports audience in the Asia-Pacific region, with nearly 468 million unique visitors in March 2021, according to latest data from Comscore.

India possesses the largest online sports audience in the Asia-Pacific region, with nearly 468 million unique visitors in March 2021, according to latest data from Comscore.

In its blog titled Comscore Snapshots, the media measurement and analytics company included statistics for India, Indonesia, Malaysia, and other countries in the Asia-Pacific region.

According to the data, India is followed by Indonesia, with over 122 million unique visitors, and Japan, with nearly 89 million. In relative terms, Australia stands out with over half (54%) of its digital population consuming sports-related content in the first quarter of 2021. The blog also stated that in most countries, the proportion of audience that did so has remained relatively stable since 2018.


In India, it is the younger population that is watching more sports online. Around 34% of India’s digital population between the age of 15-24 accessed online sports content, compared with 22% for the segment aged 35+. When it comes to the gender demographics, 33% of the male digital population in India accessed sports content, compared to 19% for the female digital population.


In India, the top sports entity is Cricbuzz.