How OTT platforms are leveraging niche rights and low-cost technology to scale non-IPL sports

The economics of sports broadcasting in India have largely been shaped by premium properties such as the Indian Premier League (IPL), where media rights command enormous valuations and broadcasters compete for access to mass audiences. Beyond these marquee competitions, however, a different market is taking shape; one driven by regional leagues, grassroots tournaments and sports that have traditionally struggled to secure mainstream coverage.

Digital platforms such as FanCode and SportVot are tapping into this long tail of sports through distinct business models, combining content distribution, technology-led production and flexible monetisation strategies.

For SportVot, the opportunity lies in making sports production more accessible. The company provides broadcasting and streaming infrastructure to tournament organisers, sports bodies, schools and clubs. Its services range from camera installation and live production to graphics, commentary, highlights and content distribution.

In an interview with Inc42, SportVot co-founder Siddhant Agarwal outlined the cost barriers that have historically prevented smaller competitions from accessing professional broadcasting.

"The biggest challenge for any sports organiser is to be able to capture video of your sports tournament. Earlier, broadcast, video production, or streaming was very elite. The cost structure never made it a viable option for an average tournament organiser even to consider. What we do is simplify video capture through automation and reduce its cost," he said.

SportVot uses a combination of automated cameras, remote production and cloud-based infrastructure to reduce dependence on large on-site production teams. Organisers can access equipment rental, production and software through per-game or competition-based packages, with longer-term subscriptions also available.

Its business model extends beyond acquiring and reselling media rights. SportVot primarily generates revenue by charging organisers for production and streaming services, while also exploring monetisation through pay-per-view, subscriptions and brand partnerships. The company has reported streaming more than 500,000 matches across over 30 countries, highlighting the demand for coverage beyond elite professional sport.

FanCode, meanwhile, follows a different approach, focusing on acquiring and distributing sports content through digital media rights, subscriptions and advertising. Its portfolio has included domestic competitions such as the Maharaja Trophy KSCA T20 and Pro Panja League, alongside international sporting properties.

FanCode co-founder Yannick Colaco has previously described the platform's business model as a combination of subscriptions and advertising. It has also introduced match passes and tournament-specific subscriptions, allowing viewers to access individual competitions without committing to longer-term plans.

The two approaches illustrate different ways of building a business around underserved sporting properties: SportVot focuses on making production and distribution infrastructure accessible to organisers, while FanCode packages sports content for digital audiences.

Advertising offers another potential revenue stream. Regional competitions can give brands access to geographically concentrated audiences, local communities and specific sporting interests. For businesses targeting particular states, cities or consumer segments, such inventory could offer a more focused association than a national campaign built around a major tournament.

However, smaller audiences do not automatically translate into better advertising returns. Platforms and advertisers must establish the value of their reach through reliable viewership data, audience engagement, campaign performance and conversions. Production costs, rights fees, audience retention and the ability to attract sponsors will ultimately determine whether these properties can generate sustainable returns.

The challenge, therefore, is not simply to stream more matches but to make each broadcast commercially viable. Lower production costs can improve the economics, but infrastructure gaps, inconsistent internet connectivity and fragmented audiences remain significant obstacles.

As digital coverage expands across more competitions, the long-tail sports market could become an important segment of India's sports media ecosystem. Its commercial success, however, will depend on how effectively platforms balance affordable production, content acquisition, audience growth and advertising revenue.