Cricket live streaming and promotion of betting Apps: influence on Audience

Abstract

This paper addresses the role of the live streaming of cricketing and advertisement of betting applications in determining audience behavior through a mixed-method research process. The online survey was used to gather quantitative data, involving the frequent viewers of cricket, and qualitative data were obtained by conducting semi-structured interviews to gain an understanding of the perceptions, motivations, and behavioral patterns. The analysis investigated the impact of the in-stream ads, real-time betting odds, pop-up prompts, and influencer endorsements on the audience engagement and risk-taking behavior. This discussion has brought out that ongoing exposure to betting advertisements when watching cricket streams naturalize gambling, enhances emotional engagement and impulsivity in decision making particularly when there is a lot of pressure in a match situation. Promotional cues were more prone among young adults as they spend most of their time on their mobile phones and are not aware of the dangers involved in gambling. The results show a high correlation between the conditions of live streaming and the intentions to bet. The research highlights tightening the advertising regulations, digital literacy programme and ethical standards of promotion to protect the vulnerable audiences.

Keywords; Cricket, live streaming Batting Apps, Influence Audience