The playlist: YouTubers taking KKR to Japan, making IPL a Pakistani pastime


There are Knight Riders in Japan too. Mumbai-born Vinay Nair selected the Kawasaki Knight Riders title for his less-than-a-year-old cricket membership merely for the initials.

“Everybody here who follows cricket suddenly jumped up.’ How did KKR come to Japan?” laughs Nair, the president-captain of the Tokyo-based membership.

“It attracts people. We don’t have a social media team yet. But the YouTube channel that uploads our matches puts ‘KKR’ in the title. Our videos get more views than any other team in our division.”


Call it bandwagon-hopping, jostling for a slice of the pie or having a finger on the thumping pulse of sports activities. YouTube channels worldwide are hooked to Indian cricket, particularly the Indian Premier League (IPL), importing team-by-team breakdowns, previews and analyses – all within the hopes of Indian viewers flocking in droves.

Take ‘Cricket for Americans’ for example, an offshoot of the favored ‘Boring Reviews’ YouTube channel that has two Americans overview (principally) Indian movies and films.

“…we have built a substantial audience from people from India. Pakistan, New Zealand, Australia. In that journey, we have learnt about cricket,” the host defined the brand new cricket-only channel final April. In a 12 months, Cricket for Americans has uploaded 377 movies: almost half of {the catalogue} is about Indian cricket and one third about IPL completely. In a 12 months, the host, too, has turn out to be a die-hard Mumbai Indians fan whereas the co-host helps CSK and “hates MI with a passion”.

On Tuesday, the channel celebrated reaching 10,000 subscribers. The thought is to introduce cricket to Americans, however the predominant viewership could be gauged by the ‘Baseball explained’ movies they’ve added to their repertoire.

Then there are channels which can be placing their very own twist on the components.

Daniel ‘Dan’ Jadzevics, a 31-year-old from West Sussex, runs the WeCricket channel and the Golden Ducks podcast with Kieran ‘Kez’ Hornsby. The two “mates for ages”, identified for hilarious banter and interesting content material, are busy getting ready for the upcoming IPL season. The eight ‘team breakdown’ and prediction movies are out, podcast concepts have been listed and a stay ‘watch along’ session with followers on streaming web site Twitch is deliberate.

“It’s been quite manic,” says Dan. “The last few months, coming straight off the back of Australia versus India, England in Sri Lanka, straight on to India versus England. And now IPL. I don’t think this year we’re in a position to watch all the games, unfortunately. Any of those we do watch, we will review them at the end of the game.”

The WeCricket channel, which started as ‘WeCoachCricket’ aimed toward cricket teaching, is at 272,000 subscribers presently. Last July, Kez left his job as a educating assistant at a major college. Dan, a marketing consultant on a pension fund, will quickly be a part of his associate in going full-time for the channel.

“Ever since the start of the Australia and India series, the views from India have been massive. The viewership from India is well over 50 per cent. The podcast is somewhere between 70 and 80 per cent Indian fans, which has been absolutely amazing,” Dan explains. “When we have the ‘India v England’, ‘Australia v India’ backyard matches, the views from India go through the roof.”

In addition to their tongue-in-cheek discussions and evaluation, Dan and Kez are identified for his or her ‘backyard matches’, the place the pair would don respective jerseys and play out video games between nations or IPL sides. The IPL movies are sometimes titled ‘Better than the real thing’.

There’s additionally a well-known video titled ‘Why we HATE the IPL’, the remark part of which is stuffed with aggrieved Indians.

“It is clickbait at the end of the day, there’s no real secret to it. We would rather make a video titled ‘The 10 reasons why we absolutely love the IPL.’ But we tried them in the past, they just don’t get the interaction than what it would do if you put a controversial or an edgy title,” says Dan. “We do try and pride ourselves in for those that are able to look past the eight words in the title. Because we do think it provides what we hope is actually an honest, impartial and fun analysis.”

Dan is aware of his viewers. ‘The Ashes’ content material in fact fares properly. But an ‘India’ reference within the title or thumbnail is all the time higher. WeCricket’s most considered yard match was the ‘India v Pakistan 2019 World Cup clash’.

“That’s the biggest one that we’ve had by some distance. I think it’s getting on for about 800k views now,” says Dan. “It would be fair to say that if we do make content that includes the Indian teams and their fans and players, then they will probably do better than what they would do if we were doing things like England versus New Zealand and Pakistan versus South Africa or something like that.”


Last September, Sawera Pasha — a broadcast journalist in Pakistan who has a YouTube channel with 155,000 subscribers — posted a video titled “Why am I COVERING IPL?”

“Everybody is riding the bandwagon of views. But this is not the first time for me, covering IPL is nothing new to me,” Pasha says in a video directed at these questioning her IPL protection.

“Everyone has a right to say what they feel,” Pasha tells The Indian Express. “I covered the initial seasons of IPL for Geo TV. I also look at all Pakistan matches. If IPL is on and there’s no cricket, why wouldn’t I talk about it? You also focus on what the YouTube algorithm says. People say, ‘why aren’t you covering Sri Lanka vs South Africa, or England vs New Zealand?’ My content is in Urdu and Hindi, why would a New Zealander listen to me?”

Pasha says about 75 per cent of her viewership is from India — “The amount of love and respect I get from India, it’s heartening because ‘cricket without borders’ is the slogan I go with” — however believes the mushrooming YouTube channels trying to faucet the Indian demographic don’t go far.

Aap channels dekhe jo khaali-peeli sirf tareef kiya ja rahe hain, they don’t get views. Because you can’t keep going ‘wah, wah‘ even for bad performances,” says Pasha. “They fizzle out. Firstly, a cricket fan would see through it and get bored. Secondly, people don’t realise that this is harder in some ways than going to the studio. You create content, you edit it, upload and think of other ideas. YouTube is not easy.”

Pasha believes the connection between IPL and YouTubers is a symbiotic one.

“People who aren’t able to watch it, or miss matches can simply go to their favourite YouTube channels and get the news and analysis rather than search for highlights,” says Pasha. “Across the world, such channels are taking IPL to their viewers. If the YouTuber is benefitting from IPL then the tournament is benefitting too.”

Dan is blunter in his evaluation.

“The content creators need the IPL more than the IPL need the content creators,” he says, “because it’s such a massive tournament with the best players in the world that it completely sells itself.”


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