As hundreds of millions of people turn their attention to the ongoing ICC Cricket World Cup tournament, many of them are using an Indian streaming service to follow the ins and outs of the game.

More than 100 million users tuned in to Hotstar, an on-demand streaming service owned by Disney, on June 16, the day India and Pakistan played a league match against each other. That’s the highest engagement the four-year-old service has clocked on its platform to date, it said in a statement today.

Hotstar said about 66% of its viewers came from outside of big metro cities, an equally remarkable feat that illustrates the growing adoption of the streaming service in smaller cities and towns that remain sporadic consumers — if at

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