Twitter is betting on cricket in the Indian market with new features and new content formats


Twitter announced on Tuesday that it would test a Cricket tab on its Explore page, rolling out the experience to select people in India who use Twitter on Android. The tab will be a one-stop landing point that will serve as a conduit for discovering what’s happening in cricket as well as relevant content on Twitter.

According to the micrologging platform, 75% of people on Twitter in India identify as cricket fans and 58% play the sport. Meanwhile, between January 2021 and January 2022, 4.4 million Indians on Twitter shared 96.2 million tweets about cricket. The company also said that users can now post on Twitter in 11 Indian languages ​​and that 50% of all tweets in the country are local. languages.

Speaking from the experience, Shirish Andhare, Product Manager for Twitter India, said, “Twitter is a megaphone for millions of people in the country who are already ‘making India a reality’ on Twitter. We learn from the conversations constantly happening on the service and they motivate us to create more for our audience here.

“With our new cricket experience providing an immersive experience]we want to make it easier for Indian cricket fans to find relevant and engaging content, as well as encourage conversations and find the latest updates, including the score, in one place,” he added.

People with access to the tab will be able to view content in a variety of formats including – an events page where fans can follow the latest tweets and updates from the field, live scoreboards, interactive team widgets that will allow fans to access content widgets like top players and team rankings.

As things heat up on the pitch, these widgets will provide fans with the latest scoop on what their favorites are up to, in real time. There will also be a feature to display the best video content to provide an immersive experience for fans. To do this, Twitter will partner with broadcast and creative partners to offer users personalized video content, including match moments.

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