Season 4 of Prime Volleyball League records high viewership across TV and digital platforms

Season 4 of the RR Kabel Prime Volleyball League, powered by Scapia and held in Hyderabad in October 2025, recorded 239 million views across live TV and YouTube broadcasts. Beyond live consumption, the league also garnered a total of 1.1 billion views across platforms, driven by broadcast and digital engagement across content IPs and short-form videos, etc. The season featured a first-of-its-kind partnership with YouTube for an Indian sports league and demonstrated a strategic shift toward engaging younger audiences through short-form storytelling on platforms like Snapchat. Volleyball-focused creators were formally recognised as league ambassadors, extending the sport’s reach beyond traditional matchday coverage.

This approach delivered strong returns across platforms, with YouTube emerging as a central engagement driver with over 500 hours of live broadcast across six Sony Sports Network channels and in six languages.

Cumulative live TV viewership for the fourth season marked a 7% increase compared to the previous season. The television audience was nearly evenly split across gender, with 57 per cent male and 43 per cent female viewership.


For the first time, PVL also streamed its live matches on YouTube across six languages: Hindi, English, Tamil, Malayalam, Telugu and Kannada, generating over 151 million cumulative views during Season 4, where 80 percent of the digital audience were aged between 18 and 44 years, underlining the league’s strong connect among young mobile-first viewers.

Commenting on the season, Joy Bhattacharjya, CEO, Prime Volleyball League, said, “PVL has always looked to innovate, whether it’s in how the sport is presented or how fans consume content around it. As an emerging league, we’ve consistently explored newer formats and platforms, and Season 4 showed how strongly that approach resonates with today’s digital-first audiences.”

Overall social engagement also saw a sharp rise, with the league generating 105 million engagements during the season, nearly 30 times higher than the previous year. Creator-led content played a significant role in this growth, delivering over 48 million views across 353 videos, despite only a limited increase in content volume compared to Season 3.

“Season 4 was about putting digital at the centre of the league’s growth. By partnering closely with platforms and giving creators a meaningful role in the PVL ecosystem, we were able to grow the volleyball audience in a way that feels authentic and sustainable,” Tuhin Mishra, MD and Co-Founder, Baseline Ventures, PVL’s exclusive marketing partner, added.

With unprecedented digital growth, rising broadcast and streaming viewership, and a rapidly expanding youth fan base, PVL Season 4 has established a new benchmark for how emerging sports leagues in India can build scale, relevance and fandom through a digital-first ecosystem.

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