Tamasha Scores Big with Digital Streaming Rights for ICC Cricket Tournaments in 2024 and 2025
VEON announced that its digital platform Tamasha has secured digital streaming rights for all major ICC tournaments in 2024 and 2025. Tamasha, Pakistan’s largest OTT platform, will broadcast events like the ICC Men's T20 World Cup 2024 and ICC Champions Trophy 2025. This follows Tamasha's success during the 2023 ICC Men's Cricket World Cup, where it reached over 21 million monthly active users and peaked at 8.5 million daily active users. More than 50 advertisers have partnered with Tamasha, reflecting the shift to digital streaming in Pakistan.
- Tamasha secured digital streaming rights for major ICC tournaments in 2024 and 2025.
- Platform reached over 21 million monthly active users during the 2023 ICC Men's Cricket World Cup.
- Peaked at 8.5 million daily active users during the same tournament.
- Ranked top on both Apple App Store and Google Play Store.
- Attracted over 50 international and local advertisers.
- Reflects a shift in Pakistani viewership from traditional TV to digital streaming.
- No significant negative aspects were highlighted in the PR.
Insights
The acquisition of digital streaming rights for ICC cricket tournaments by Tamasha signifies a substantial strategic move in the evolving digital entertainment landscape of Pakistan. With cricket being immensely popular in Pakistan, this move is likely to drive significant user engagement and further entrench Tamasha as a leading OTT platform.
From a market perspective, the ability to stream high-profile cricket tournaments such as the ICC Men’s T20 World Cup and ICC Champions Trophy will likely attract a large number of users, amplifying Tamasha's reach and influence. The platform's previous success during the 2023 ICC Men's Cricket World Cup, reaching up to 8.5 million daily active users, is indicative of the potential surge in user activity that can be anticipated. This positions Tamasha to leverage increased user engagement for higher advertising revenues, thereby improving its market positioning and revenue streams.
Furthermore, this move reflects a broader shift in consumer behavior in Pakistan, with viewers increasingly transitioning from traditional TV to digital streaming services. This demographic shift benefits platforms like Tamasha, which can offer more personalized and accessible content. For retail investors, this trend indicates potential for sustained growth in digital advertising revenues and market share.
The strategic acquisition of ICC cricket tournament streaming rights by Tamasha can have significant financial implications for VEON Ltd. Given the previous user engagement metrics, such as 21 million monthly active users during major cricket events, there is a clear potential for incremental revenue growth from both subscription fees and advertising. The platform’s ability to attract over 50 international and local advertisers underscores its attractiveness as an advertising medium.
Additionally, the increase in daily active users and ranking on app stores during major cricket events can translate into higher user retention and subscription rates. For VEON, enhanced engagement on Tamasha supports its broader strategy to diversify revenue streams beyond traditional mobile services. This could positively impact VEON's financial performance, driving higher ARPU (Average Revenue Per User) and boosting overall company revenue.
On the flip side, the cost implications of securing such streaming rights should be considered. While the investment may yield robust returns, the exact financial terms of the deal are important to assess its overall impact on profitability. Retail investors should monitor VEON’s financial disclosures for detailed impacts on its balance sheet and profit margins.
Amsterdam and Islamabad, 14 May 2024: VEON Ltd. (NASDAQ: VEON, Euronext Amsterdam: VEON), a global digital operator that provides converged connectivity and online services, announces that Tamasha, its leading digital entertainment platform in Pakistan, has secured digital streaming rights for all major International Cricket Council’s (ICC) tournaments throughout 2024 and 2025.
Tamasha, Pakistan’s largest homegrown OTT platform with more than 60 million unique viewers over the past year, will digitally broadcast the highly anticipated ICC Men's T20 World Cup 2024, ICC Champions Trophy 2025, ICC Men’s Test Championship, and all Women ICC events on its Android and iOS apps and website.
“Cricket is a national passion in Pakistan, and we're delighted to bring the ICC tournaments digitally to fans across the country," says Aamer Ejaz, Chief Digital Officer at Jazz. "Our ambition is to engage with our customers for the entire 1,440 minutes that make up each day. Tamasha, Pakistan’s most user-friendly streaming platform which delivers exceptional content is a key part of that strategy. We'll ensure Pakistani fans don't miss a single moment of cricket's biggest events.”
This landmark deal builds on Tamasha's previous success in reaching and engaging cricket fans. During the 2023 ICC Men's Cricket World Cup, the platform served over 21 million monthly active users, reaching the top spot on both the Apple App Store and Google Play Store. It also saw a surge in user engagement, peaking at 8.5 million daily active users during the tournament. “Tamasha” was the second most searched word in tech category in Pakistan as per Google’s “2023 Year in Search” report.
Fueled by this reach and engagement, leading brands in Pakistan are increasingly partnering with Tamasha for their advertising strategy. Tamasha has attracted over 50 international and local advertisers over the past year, positioning it as a top choice for brand partnerships in the country’s local OTT space. This shift also reflects the changing landscape of Pakistani viewership, as the audience is increasingly moving away from traditional TV and adopting digital streaming.
Launched by VEON Group's digital operator Jazz in November 2021, Tamasha is accessible to every mobile broadband user in Pakistan. Through its digital operators, VEON Group offers a variety of digital products and initiatives across entertainment, financial services, digital health and education. As of March 2024, VEON serves more than 110 million total monthly active users across its proprietary digital products and services such as Toffee, Tamasha, BeeTV, KyivstarTV, SIMOSA, myBL, JazzCash, Simply, Izi, BeeCloud and Helsi.
About Tamasha
Tamasha is the largest homegrown video streaming platform in Pakistan where users go to enjoy a wide range of on-demand content comprising of both foreign and local movies, dramas, web series, live TV channels, and widely popular Tamasha Originals. Tamasha can be downloaded via Google Play, the Apple App Store, or via Tamasha’s website.
About VEON
VEON is a digital operator that provides converged connectivity and digital services to nearly 160 million customers. Operating across six countries that are home to more than
Disclaimer
This release contains “forward-looking statements”, as the phrase is defined in Section 27A of the U.S. Securities Act of 1933, as amended, and Section 21E of the U.S. Securities Exchange Act of 1934, as amended. Forward-looking statements are not historical facts, and include statements relating to, among other things, VEON’s digital products, commercial plans and business partnerships. Forward-looking statements are inherently subject to risks and uncertainties, many of which VEON cannot predict with accuracy and some of which VEON might not even anticipate. The forward-looking statements contained in this release speak only as of the date of this release. VEON does not undertake to publicly update, except as required by U.S. federal securities laws, any forward-looking statement to reflect events or circumstances after such dates or to reflect the occurrence of unanticipated events.
Contact Information
VEON
Hande Asik
Group Director of Communication
pr@veon.com
TUVA Partners
Julian Tanner
Julian.tanner@tuvapartners.com
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FAQ
What major ICC events will Tamasha stream in 2024 and 2025?
How many monthly active users did Tamasha reach during the 2023 ICC Men's Cricket World Cup?
What peak daily active users did Tamasha achieve during the 2023 ICC Men's Cricket World Cup?
How many advertisers partnered with Tamasha over the past year?
What platforms is Tamasha available on?
