Kyunki Saas Bhi Kabhi Bahu Thi Breaks Records with 1.6 Billion Minutes Watch Time in Launch Week
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The iconic show Kyunki Saas Bhi Kabhi Bahu Thi achieves over 1.6 billion minutes watch time during launch week on Star Plus and JioHotstar, setting new records.
The iconic Indian television show “Kyunki Saas Bhi Kabhi Bahu Thi” made a spectacular comeback on July 29, garnering an unprecedented 1.659 billion minutes of watch time during its launch week across Star Plus and the streaming platform JioHotstar. This remarkable achievement marks the biggest launch for a GEC (General Entertainment Channel) fiction series in the last five years, breaking viewership records on both traditional and digital platforms.
Within the first four days, Star Plus attracted 31.1 million viewers to the show, with the premiere episode alone watched by 15.4 million viewers. The show’s revival successfully bridged generations by blending nostalgic storytelling with a contemporary narrative and viewing experience that resonates powerfully with today’s audiences.
Sumanta Bose, Head of Cluster for Entertainment at Star Plus and JioStar, highlighted that “the launch demonstrated the timeless appeal of compelling storytelling and the strategic combination of television’s mass reach with the personalized engagement of a streaming platform. The series also created significant buzz online, generating 17,300 organic social media mentions, with a strong positive sentiment rate of 86%, fueled by nostalgia, cast interactions, and fan enthusiasm.“
Advertisers showed strong confidence in the show, with Tide+, Kalyan Jewellers, and Maruti Suzuki India as co-presenting sponsors on television, supported by brands like Fortune Soyabean Oil and Colgate among others. On JioHotstar, several big names including Kalyan Jewellers and Maruti Suzuki partnered as well, alongside additional sponsors such as Tata Consumer Products and Mankind Pharma.
By successfully merging traditional appointment viewing with modern digital consumption habits, “Kyunki Saas Bhi Kabhi Bahu Thi” has set a new benchmark for Indian fiction programming and demonstrated the enduring power of great storytelling for audiences across platforms.
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