Indian video streaming giant Hotstar, owned by Disney, today set a new global benchmark for the number of people an OTT service can draw to a live event.

Some 18.6 million users simultaneously tuned into Hotstars website and app to watch the deciding game of the 12th edition of the Indian Premier League (IPL) cricket tournament. The streaming giant, which competes with Netflix and Amazon in India, broke its own global best10.3 million concurrent views milestone that it had set last year.

Hotstar topped the 10 million concurrent viewership mark a number of times during this years 51-day IPL season. More than 12.7 million viewers huddled to watch an earlier game in the tournament (betweenRoyal Challengers Bangalore and Mumbai Indians), a spokesperson for the four-year-old service said. In mid-April, Hotstar said that the cricket series had already garnered 267 million overall viewership, creating a new record for the streamer. (Last years IPL had clocked 202 million over viewership.)

Fans of Mumbai Indians celebrate their teams victory against Chennai Super Kings in IPL cricket tournament in India.

These figures coming out of India, the fastest growing internet market, are astounding, to say the least. In comparison, a 2012 live-stream of skydiver Felix Baumgartner jumping from near-space to the Earths surface, remains the most concurrently viewed video on YouTube. It amassed about 8 million concurrent viewers. The live viewership of the royal wedding between Prince Harry and Meghan Markle was also a blip in comparison.

As Netflix and Amazon scramble to find the right content strategy to lure Indians, Hotstar and its local parent firm Star India have aggressively focused on securing broadcast and streaming rights to various cricket series. Cricket is almost followed like a religion in India.

In 2017, Star India, then owned by 21st Century Fox, secured rights to broadcast and stream IPL cricket tournament for five years for a sum of roughly $2.5 billion. Facebook had also participated in the bidding, offering north of $600 million for streaming. (Star India was part of 21st Century Foxs business that Disney acquired for $71.3 billion earlier this year.)

That bet has largely paid off. Hotstar said last month that its service has amassed 300 million monthly active users, up from 150 million it had reported last year. In comparison, both Netflix and Amazon Prime Video have less than 30 million subscribers in India, according to industry estimates.

In the last two years, Hotstar has expanded to three international markets the U.S., Canada, and most recently, the UK to chase new audiences. The streaming service is hoping to attract Indians living overseas and anyone else who is interested in Bollywood movies and cricket,Ipsita Dasgupta, president of Hotstars international operations, told TechCrunch in an interview.

The streaming service plans to enter Sri Lanka, Pakistan, Nepal, Middle East, Australia, and New Zealand in the next few quarters, Dasgupta said.

Thats not to say that Hotstar has a clear path ahead. According to several estimates, the streaming service typically sees a sharp decline in its user base after the conclusion of an IPL season. Despite the massive engagement it generates, it remains operationally unprofitable, people familiar with Hotstars finances said.

The ad-supported streaming service offers about 80 percent of its content catalog which includes titles produced by Star India, and shows and movies syndicated from international partners HBO, ABC, and Showtime among others for no cost to users. One of the most watched international shows on the platform, Game of Thrones, will be ending soon, too.

The upcoming World Cup cricket tournament, which Hotstar will stream in India, should help it avoid the major headache for sometime. In the meanwhile, the service is aggressively expanding its original shows slate in the nation. One of the shows is a remake of BBC/NBCs popular The Office.