Unofficial Partner Podcast Inside Edge - Peter Hutton on Cricket, India and the rights market
Aug 12, 2025
Peter Hutton, Chair of the T20 World Cup and former head of sports at Meta, sheds light on cricket's intertwining with television, particularly in India. He discusses the evolution of broadcasting, the financial influence of the Indian market on global cricket, and the challenges of engaging audiences amidst shifting media consumption. Hutton emphasizes the role of innovative marketing strategies and athlete-generated content to foster genuine connections with fans, as well as the impact of tech giants on sports rights and viewership.
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Episode notes
Sports Didn't Boost Meta Engagement
- Meta's A/B tests showed premium sports content did not increase overall time spent; it merely substituted other content.
- That undermined Meta's business case for buying expensive live sports rights.
India Dominates But Other Markets Matter
- India dominates cricket economics but other markets (UK, Australia, US, South Africa, Pakistan, Bangladesh) still contribute meaningful pools.
- Reliance on India creates concentration risk even as global pots add up.
IPL's Star Power Drives Value Growth
- The IPL remains the primary premium product because it holds top Indian stars and delivers advertiser value.
- Even after consolidation (Geo-Star), competitive buyers or new entrants can restore rights inflation.