How the Caribbean Premier League increased YouTube views by 118%

The Caribbean Premier League wanted to sustain and accelerate growth on the official YouTube channel for its annual T20 cricket tournament.

Tournament periods create intense but short-lived audience demand, so the challenge was to maximise interest while matches were taking place while also creating a content ecosystem capable of building a larger global fanbase.

CPL needed a YouTube channel and audience development strategy spanning content optimisation, community engagement and digital rights management.

Brave Bison created a bespoke YouTube content strategy spanning highlights, extended highlights, full matches, best moments, compilations, livestreams and YouTube Shorts.

Each format played a different role in attracting and retaining CPL’s global audience. Publishing and metadata were continually optimised to improve discoverability, while community management supported deeper fan engagement.

Our channel management and rights management teams also ensured content was protected and distributed in a way that maximised its long-term value. The strategy increased YouTube views by 118% year on year, watch time by 57% and subscribers by 38%.