InMobi x AppsFlyer Report, AI Discovery and Multi Screen Engagement Fuel Cricket Marketing

As India prepares for another high energy cricket season, new research suggests that the sport is becoming a powerful catalyst for digital commerce and cross channel engagement. A joint report from InMobi and AppsFlyer highlights how AI led discovery and multi screen behavior are reshaping how brands connect with cricket fans and drive measurable growth during the tournament period.

The findings come from the second edition of the Decoding Indian Cricket Fans report, based on a survey conducted among Android and iOS users in January 2026. According to the study, cricket viewership in India has evolved beyond passive entertainment into a multi device, AI influenced experience where fans consume content, interact with brands, and shop simultaneously.

One of the most significant trends identified in the report is the emergence of AI driven agentic shopping. Approximately one in five shoppers are actively seeking AI powered product recommendations, indicating a shift toward guided discovery where technology helps consumers move from inspiration to purchase more quickly. In this environment, artificial intelligence is not just delivering advertisements but actively influencing purchasing decisions throughout the consumer journey.

This evolution is happening alongside a strong multi screen consumption pattern. The report shows that eight out of ten fans watch cricket matches on television while 90 percent simultaneously use smartphones during games. The so called idle screen has also become a key engagement point, with half of fans exploring content through smartphone lock screens or ambient TV screens while matches are underway.

Cricket fans also remain highly active across digital platforms during live games. Around 85 percent browse social media while watching matches, 57 percent order food online, and 30 percent shop during match hours. This constant connectivity creates new opportunities for marketers to reach audiences across multiple touchpoints at moments of peak attention.

Data from the InMobi and Glance ecosystem illustrates the scale of engagement during cricket season. Lock screen interactions on Glance increase by 140 percent during the tournament period, with users spending 44 percent more time viewing content cards. Mobile app click through rates rise by 30 percent, while click through rates on Glance Connected TV increase by 100 percent. These trends highlight the growing importance of connected television and mobile devices in delivering synchronized brand messaging.

Beyond engagement, cricket season is also emerging as a major driver of consumer spending. According to the report, nine out of ten fans plan to shop during the season, with one in five expecting to spend more than 25,000 rupees. Popular spending categories include food and beverages, groceries, apparel and team merchandise, travel for stadium visits, and electronics.

“We are witnessing the emergence of ‘Agentic Commerce,’ where AI-driven discovery replaces passive ad consumption by actively guiding fans toward relevant purchases. This shift allows brands to move beyond simple impressions and embed themselves meaningfully within the consumer journey. Through Glance and InMobi, advertisers aren’t just reaching an audience, they are becoming the gateway to the mobile experience, shaping discovery, influencing decisions in real time, and occupying the most immediate, high-attention moment on the screen,” said Gaurav Jain, Head of APAC Revenue at InMobi and Glance.

The report recommends that marketers adopt strategies focused on connecting television storytelling with mobile commerce, maintaining continuous brand presence beyond traditional match time ads, and leveraging AI powered personalization to engage audiences more effectively.

Sanjay Trisal, General Manager – India, SEA and ANZ at AppsFlyer, said, “AppsFlyer is delighted to bring well-rounded cricket season insights to the Indian advertising ecosystem in partnership with InMobi Advertising and Glance for the second year in a row. Together, we have explored ways marketers can combine creative innovation and strategic execution to turn the seasonal spike into a long-term compounding advantage.”

The research underscores how AI led discovery and multi screen engagement are transforming cricket season into a major commerce moment. As digital consumption habits evolve, brands that align marketing strategies with real time fan behavior and intelligent discovery tools may gain a competitive edge in capturing attention and driving conversions.