Gen Z's IPL Experience: A Convergence of Cricket, Commerce, and Connected Screens

The Indian Premier League (IPL) has evolved into a multi-layered consumption cycle for India's Gen Z, combining entertainment, peer interaction, gaming, and commerce. Cricket remains the main attraction, with 85% of Gen Z following the tournament. Fantasy sports platforms like Dream11 and MPL have become core to the IPL experience, with 63% of Gen Z respondents engaged in fantasy sports, often for the thrill of winning money. Second screening behavior, where viewers use another device while watching the IPL, has shifted advertising from recall to action.

Webtoon Entertainment, the leading online comics platform, is diversifying its content strategy by venturing into vertical video. This move is aimed at capturing a larger share of the Gen Z audience, which increasingly prefers video content over traditional media formats. The platform has announced plans to adapt 14 English-language comics into episodic videos, with more titles expected to be rolled out throughout the year [1].

The shift towards vertical video aligns with the trends identified in Deloitte's 2025 Digital Media Trends survey, which highlights Gen Z's preference for short, vertical videos over traditional TV and movies. Yongsoo Kim, Webtoon's chief strategy officer, believes that this format can extend the user base and appeal to video-centric Gen Zers, who often prefer to listen or watch content rather than read it [1].

Webtoon's foray into vertical video is not without its strategic considerations. The platform is using real actors for voice-overs and sound effects, ensuring that the adaptations maintain a balance between image-based and fully animated content. Creators retain ownership of their IP while sharing revenue from the video adaptations with Webtoon. Initially, the video stories will be ad-free but are expected to include advertising over time [1].

This move follows the broader trend of media companies adapting their content to vertical video platforms like TikTok or exploring mini-drama formats. While AI is increasingly being used in animation, Webtoon has chosen to respect creators' preferences and avoid using AI for its video adaptations [1].

The Indian Premier League (IPL) provides a parallel example of how Gen Z is engaging with entertainment, peer interaction, gaming, and commerce through multi-layered consumption cycles. Fantasy sports platforms like Dream11 and MPL have become integral to the IPL experience, with 63% of Gen Z respondents engaged in fantasy sports. This highlights the potential for Webtoon's vertical video strategy to tap into similar engagement dynamics [2].

Webtoon's expansion into vertical video marks a significant shift in its content strategy, positioning the company to capture a larger share of the Gen Z audience. The platform's focus on real actors and respect for creators' IP underscores its commitment to quality and authenticity. As the platform continues to grow, it will be interesting to see how it integrates advertising and whether it can replicate the success of its fantasy sports counterparts in the IPL ecosystem.

References:
[1] https://www.businessinsider.com/webtoon-comics-vertical-video-bet-chase-gen-z-audience-2025-8
[2] [Provide specific source for IPL and Gen Z engagement if available]