New Delhi, April 8 -- Broadcast and video streaming platforms are bracing for the customary drop in viewership during the ongoing season of the Indian Premier League. These services, primarily focused on entertainment programming, anticipate a 20% decline in viewership and engagement for non-sports genres and in most cases, find it wise to defer new big-ticket releases until the end of the cricket tournament.

Some OTT platforms will adopt marketing strategies to maintain user engagement and attract new viewers during the IPL season, which is on from 22 March to 25 May this year. They will continue with niche programming targeted at varied segments in order to lure viewers not interested in cricket or sports as a whole.

"The IPL draws a ...