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Mr Z

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Medial • 1m

Why Test Cricket Outshines T20 in Engagement Test cricket, often seen as lengthy and traditional, surprisingly outperformed the shorter, high-energy T20 format in 2023. During the India-Australia Border-Gavaskar Trophy, Test matches garnered an impressive 5 million average minute viewers, compared to T20's 1-2 million. This success lies in Test cricket’s ability to build narratives over time—offering strategy, resilience, and drama that captivate audiences deeply. It reflects the value of longevity and substance over fleeting thrills, even in a fast-paced world. For businesses, the lesson is clear: sustainable, engaging storytelling and delivering long-term value can create a loyal and invested audience, no matter how competitive the market may seem.

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