Test cricket is thriving in a T20 dominated world – believe it or not! While T20s deliver quick bursts of excitement, Test cricket’s lengthy format might seem less appealing. However, the astonishing fact is that the 2023 India-Australia Border-Gavaskar Trophy (BGT) attracted an average of 5 million viewers per minute, compared to T20s, which managed only 1-2 million.
Contrary to predictions of its decline, Test cricket is holding strong. The recent BGT became the most-watched series in Australia, boasting a 54% increase in viewership from the 2018-19 series, even in the presence of stars like Vurat Kohli and Rohit Sharma.
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So, what’s keeping Test cricket in the game?
It’s all about the audience. While many enjoy the quick thrills of T20s, others seek the depth and strategy that Test matches provide. The slower pace allows fans to truly appreciate the technical aspects of the sport.
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In an age where content is consumed either passively or with full engagement, Test cricket fits seamlessly into the passive viewing category. It’s akin to binge-watching a long Netflic series – slow, immersive, and enjoyable without the frantic pace.
Test cricket caters to a discerning audience, much like fine wine. It’s not merely about speed or excitement; it’s about the elegance and strategy inherent in the game. Those who appreciate it are dedicated and loyal, forming a niche audience it are dedicated and loyal, forming a niche audience that values the slow-paced beauty of Test matches.
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Countries like Australia and England have perfected the art of making Test cricket feel exclusive. They’ve transformed it into a premium event, something to eagerly anticipate. In India, however, Test cricket is still marketed to smaller citices, which diminishes its allure and prestige.
For Test cricket to truly thrive, it must be perceived as a premium experience. Similar to Wimbledon, it could offer a curated, high-quality product that attracts sponsors, premium experiences, and more dedicated fans. While ODI cricket may wane, Test cricket remains resilient.
