Without SnackVideo, should advertisers consider Walee’s PSL package?
Within a week of Walee acquiring digital streaming rights for the Pakistan Super League (PSL), the creator economy ecosystem also took over Pakistani operations from SnackVideo, the short-form online video platform owned by Singaporean internet company Joyo Technology Pte. Ltd.
This was reflected in the offer made to Pakistani advertisers for PSL 9 in 2024. In the deck, Walee promised advertisers that it would reach 30 million unique users, with 200 million total views across SnackVideo, Jazz Tamasha, and MyCo. According to Walee’s advertising pitch deck for PSL X, the actual numbers for PSL 9 2024 were that they achieved 37 million unique users and delivered 455 million total views, representing 23% and 227% over target.
In Walee’s advertising offer for PSL 2025, SnackVideo is missing because the creator ecosystem is no longer managing the app. The reach gained last year while using SnackVideo is however being cited in Walee’s advertising offer for PSL 2025.
The company claims to have reached 37.7 million unique viewers, with a total 455 million views, at an average watch time of under 20 minutes. Given the 75 million number in a few sponsored press releases this week, it is worth adding that unlike the numbers of TV channels being verified by Kantar, these numbers from Walee have not been verified by a third-party source.
PSL 2025 will be digitally streamed on Tapmad, Jazz Tamasha, and MyCo. A new platform has also been added into the mix, called Walee Sports. The company claims that this year they will reach 42 million digital viewers, with a total 550 million views. Along with sponsorship packages as high as USD 350k, they plan to offer a studio show.
As covered in our Ramadan 2025 Playbook, Ramadan overlapped with the PSL in 2023 and in 2024, which helped with ratings. This year, PSL 2025 is happening after Ramadan and at a time where the Pakistan cricket team is seeing a trust deficit.
For advertisers that prioritised Ramadan for H1 2025, it may be difficult to justify allocating more AdEx to Walee.
