Bengaluru, 03 March 2026: As India gears up for yet another high-octane cricket season, InMobi and AppsFlyer have released the second edition of their ‘Decoding Indian Cricket Fans’ report. The findings, which is based on a survey conducted among Android and iOS users in January this year), suggest that cricket has evolved beyond passive viewing into a multi-screen, AI-influenced, and commerce-led event.
The most transformative shift in 2026 is the rise of AI-led agentic shopping. According to the survey, 1 out of 5 shoppers are actively seeking AI-powered recommendations, signalling a move from passive consumption to guided discovery. In this new paradigm, AI doesn’t just serve ads, it actively shortens the journey from inspiration to purchase. This shift requires brands to pivot from short-term ‘burst’ advertising towards a strategy of sustained, ‘agentic’ discovery to effectively reach the modern fans.
This shift is taking place within a firmly established multi-screen reality. 8 in 10 fans watch matches on TV, while 90% simultaneously use their smartphones. Further, the idle screen has emerged as a powerful touchpoint, with 50% of fans actively seeking content on smartphone lock screens and ambient TV screens. The cricket fan today is hyper-connected, seamlessly browsing social media (85%), ordering food (57%), and shopping (30%) even during match hours.
Engagement across the InMobi and Glance ecosystem clearly reflects this change in consumer behaviour. During the cricket season, Glance lock screen engagement increases by 140%, with users spending 44% more time per card. Mobile app click-through rates (CTR) rise by 30%, while Glance Connected TV CTRs surge by 100%. This highlights the expanding role of the big screen, particularly in reaching the 50% of fans who actively seek cricket content throughout the day.
Beyond engagement, cricket has also enabled shopping wherein 9 out of 10 fans intend to shop, with 1 in 5 planning to spend over ₹25,000 during the season. Key areas of spend include food and beverages (69%), groceries (43%), apparel and accessories, including team merchandise (42%), tickets and hotels for stadium visits (41%), and electronics (28%). As attention, purchase intent, and AI recommendations come together, cricket is becoming one of India’s biggest opportunities for brands to drive real shopping action.
Gaurav Jain, Head of APAC Revenue, InMobi and Glance, said, “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.”
To win in 2026, InMobi and AppsFlyer suggest a three-pronged strategy for marketers:
- Dual-Screen Continuity: Bridge the gap between TV storytelling and mobile conversion
- Sustained Presence: Move beyond 30-second spots to 24/7 visibility with interactive experiences
- Personalization: Appeal to your audience with AI-powered recommendations
Sanjay Trisal, General Manager – India, SEA and ANZ, AppsFlyer, added, “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.”
By embracing AI-led discovery and multi-screen reality, brands can move beyond simple impressions to become a central part of the fan’s real-time journey. In 2026, winning the cricket season means turning passive viewers into active shoppers through intelligent, always on engagement.
