ILT20 Season 4 draws 397 million viewers; sees 7.49 percent year-on-year growth

The International League T20 (ILT20) has reported a rise in global viewership for its fourth season, underlining the tournament’s continued push to establish itself among cricket’s leading T20 competitions.According to data commissioned by the league and compiled by research agency GSIQ, ILT20 Season 4 — which concluded on January 4 with the Desert Vipers winning their maiden title — reached 397 million unique viewers across television and streaming platforms. The figure represents a 7.49% increase from Season 3.

League officials attributed the growth partly to expanded broadcast distribution, particularly through the Zee Network in India and wider syndication across international markets.Digital engagement also saw a sharp uptick, with ILT20 claiming over 2.5 billion video views across its social media platforms, including YouTube, Instagram, Facebook, X and TikTok. More than 350 posts crossed the one-million-views mark, indicating a strong push towards short-form and behind-the-scenes content.ILT20 CEO David White described the season as a “resounding success”, highlighting both competitive cricket and increased global reach as key drivers.

GSIQ’s managing partner Joseph Eapen termed the league a “standout success story” among emerging cricket properties, citing its rapid growth despite being a relatively new entrant.

Season 4 of the ILT20 featured a roster of high-profile international players, including Sam Curran, who was named Player of the Tournament, alongside Andre Russell, Nicholas Pooran, Moeen Ali and Sunil Narine, among others.For ILT20, the next challenge lies in sustaining this growth and converting digital traction into long-term fan loyalty, particularly as it prepares to announce dates for its fifth season.