Matches from IPL 4, which ended in May, were streamed live by Times Internet Ltd (TIL) in partnership with YouTube, and an online highlights package was also available.
There was an increase in page views of 79% from last season in India, with a total of 43 million compared with 24 million in 2010, according to the Economic Times (part of the wider Times Group).
Unsurprisingly, the final day of the tournament generated the most hits, with over five million page views.
"Our approach to IPL was focused on providing a high quality viewing experience and maximizing audience reach through TIL's network strength and distribution partnerships,” said Rishi Khiani, chief executive officer, TIL. “Our efforts around product innovation and quality continuously paid off with increased audience loyalty, strong value to advertisers and brand associations with the tournament."
Online IPL advertisers are reportedly pleased with the newly released figures, especially in light of the decline in Indian television viewers for IPL 4 compared to the numbers who watched IPL 3.
"We are very happy with our association as presenting sponsors of IPL on Indiatimes.com. After the [ICC Cricket] World Cup we realized that there would be a fatigue element in TV viewership. We also realised that the digital medium would catch the right target group for IPL," Shashank Srivastava, chief general manager of marketing at Maruti Suzuki, told the Economic Times.