By Zainab Shafiq 
In a landmark moment for Pakistan’s digital landscape, the digital broadcast of HBL PSL 10 has shattered all previous viewership records, crossing 103 million views and engaging over 24 million viewers within the first three matches. With matches streaming across major OTT platforms — Tamasha, Myco, Daraz, Tapmad, and Begin — this achievement signals a historic shift from traditional TV to digital-first sports consumption.
This monumental surge has not only transformed viewer behavior but has also driven unprecedented brand participation. Leading companies across Telecom, FMCG, Automotive, and Pharma sectors swiftly locked in sponsorships, recognizing digital’s rising dominance. Brands like Pepsi, Zong, Ufone, Oppo, and MG Motors quickly capitalized on the platform’s massive reach.
Industry experts attribute this trend to digital media’s transparency, agility, and cost-effectiveness. Ahsan Tahir, CEO of Walee Technologies, noted that digital is no longer supplementary — it is now the primary medium. “Advertisers are shifting decisively towards digital because it offers unmatched transparency and real-time performance metrics,” he stated.
PSL 10 viewership gains momentum after KK vs MS clash
The early excitement of PSL 10, fueled by high-voltage clashes such as Karachi Kings’ 236-run showdown against Multan Sultans, played a pivotal role in attracting record-breaking audiences. According to Bilal Chughtai, CIO of BDigital, the combined digital reach per match now averages 12 million — outpacing PTV Sports and A Sports by roughly 30% in live viewership.
This marks a dramatic shift from just a few years ago when PSL’s digital journey began modestly. “We’ve seen PSL digital viewership grow from 3 million in 2017 to 38 million by season nine,” shared Mehvish Mumtaz, COO of BDigital. “Today, digital delivers triple the efficiency of traditional media.”
Despite challenges from entrenched TV advertising lobbies, the momentum is firmly with digital broadcasters. Zohaib Hisam, CCO at Walee, emphasized that brands sticking exclusively to TV risk becoming obsolete. “With higher ROI, broader reach, and unmatched transparency, digital is the future. Those who resist the shift will simply be left behind,” he warned.
Also, see:
PSL 2025 Live Streaming Details: Where to Watch Pakistan Super League Live?