Why Premier League Viewership Decline Could Be Troubling For Football in India?

The English Premier League is one of the most popular sporting leagues around the world and has amassed a huge following over the years. The league has also built a strong foothold in India, with passionate fanbases for clubs like Manchester United, Manchester City, and Liverpool. However, following the recent Man United vs Liverpool clash, which ended in a thrilling 3-2 win for the Red Devils, fans have started questioning whether the EPL’s popularity is stronger than ever or gradually declining.

A catalyst for this discussion was an observational tweet from former AIFF general secretary Shaji Prabhakaran, who tuned into the matchweek 35 clash at Old Trafford. He pointed out that a ‘top classic match’ was recording unusually low viewership and suggested that this decline could push brands away from football in India.

According to industry estimates cited in recent media reports, the Premier League’s media rights valuation in India has fallen from $145 million in 2013-16 to nearly $65 million in the latest cycle, highlighting a significant drop in the commercial value of one of the best football leagues in the world.

Falling Numbers and Shrinking Value

The measurable decline in audience interest is concerning, especially since the English Premier League has long served as a gateway for Indian fans to engage with global football. However, changing consumption habits, fragmented broadcasting platforms, and competition from other sports, notably cricket, have reduced its reach. As a result, broadcasters are becoming less willing to invest heavily due to lower expected returns from advertising and subscriptions.

Broadcast Uncertainty and Accessibility Issues

Uncertainty around broadcasting rights for major tournaments has also become a growing concern, particularly with the 2026 FIFA World Cup scheduled to be held in the United States, Mexico, and Canada.

Recent reports suggest that the tournament has struggled to secure a broadcaster in India despite being relatively close, raising concerns about accessibility for viewers. If accessibility issues persist, even major tournaments risk losing audience traction. Consistent and widespread coverage remains crucial for building long-term fan engagement in a developing football market like India.

Changing Viewer Behavior

Another key factor behind the decline is the shift in how Indian audiences consume sports content. Traditional television viewership is decreasing, while digital consumption is rising. The younger demographic often relies on highlights, social media clips, or unofficial streams rather than watching full matches. This reduces measurable viewership and directly impacts the commercial value of broadcasting rights.

Additionally, the time difference between India and the United Kingdom makes live Premier League matches less convenient, with several games scheduled late at night, limiting consistent engagement.

Can the English Premier League Survive in India?

Reduced Premier League Viewership impacts sponsorship deals, grassroots interest, and overall investment in the sport. Brands are less likely to invest in football if audience numbers remain uncertain, which in turn can slow the sport’s growth at multiple levels. Moreover, broadcasters may become hesitant to acquire rights for other football properties, further limiting exposure for fans.

While these challenges persist, there is still room for recovery. Improving accessibility, strengthening digital distribution, and aligning match timings better with Indian audiences could help revive interest. Ensuring that major tournaments like the FIFA World Cup 2026 are easily accessible to viewers will also play a crucial role in boosting the sport’s popularity. Consistent and affordable access to top-level football remains key to sustaining long-term fan engagement.