New
Delhi, 13 January 2026 : Season 4 of the RR Kabel Prime Volleyball League powered
by Scapia, held in Hyderabad, in October 2025, delivered a landmark performance
recording 239 million views across live TV & YouTube broadcast.
Season
4 witnessed massive 1.1 billion views across content categories & platforms
with an unprecedented one-of-a-kind partnership with YouTube, a first for
Indian sports leagues. The season marked a clear shift in how PVL engaged with
younger audiences. Through collaborations with platforms such as Snapchat, the
league focused on short-form storytelling to reach young millennial fans.
Volleyball-focused creators were also formally recognised as league
ambassadors, helping extend the sport beyond 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 stood at 88.2 million, marking a 7%
percent increase compared to the previous season. The television audience was
nearly evenly split across gender, with 57 percent male and 43 percent 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 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.
About
RR Kabel Prime Volleyball League powered by Scapia:
RR
Kabel Prime Volleyball League powered by Scapia is India’s first professional
volleyball league with 10 teams, co-owned & exclusively marketed by India’s
leading sports marketing firm, Baseline Ventures. The league successfully
completed four seasons in October 2025. Prime Volleyball League works closely
with the global body of Volleyball (Fédération Internationale de Volley Ball,
FIVB). The league has top players from India and worldwide where the
international players come through FIVB’s international transfer procedure.
