Shark Tank India Sees 40% Surge in CTV Viewership

HIGHLIGHTS:

• Shark Tank India Season 4 saw a 40% surge in CTV viewership and a 22% increase in user engagement compared to the previous season.
• SonyLIV reported a 27% boost in overall engagement and 100% growth in user base across 42 Tier 2 cities.
• The show became a digital-first sensation, surpassing expectations in reach and impact, especially with its exclusive SonyLIV streaming.
• The growth of CTV households in India is projected to exceed 65 million by the end of 2025, highlighting a key platform shift.

According to Sony Pictures Networks India (SPNI), the streaming of Season 4 of Shark Tank India on its online portal, SonyLIV has accelerated viewership numbers and increased engagement amongst the public.

The latest season of the business reality show that premiered on January 6 saw a 40% increase in Connected TV (CTV) viewership and a 22% rise in user engagement from the past season, which was again on Hindi GEC Sony Entertainment Television (SET).

The internet television set (CTV) is emerging as a fast-growing key platform for streaming platforms. According to GroupM's This Year, Next Year 2025 report, the number of CTV households in India is expected to go beyond 65 million at the end of this year.

SonyLIV also reported a 27% increase in overall engagement, with Shark Tank India experiencing a 100% growth in user base across 42 Tier 2 cities.

Danish Khan, Business Head of Sony LIV & Studio Next, stated, "This season, Shark Tank India went SonyLIV-exclusive, and the results have been phenomenal. The show has cemented itself as a digital-first sensation, surpassing all expectations in reach and impact."

"But its success isn’t just about the numbers; it’s about the bold, diverse entrepreneurs who have showcased groundbreaking ideas, redefining traditional business models. This shift has unlocked new opportunities for today’s youth, empowering them to turn ambition into action," he added.

Shark Tank India's Season Four has brought together Acko, PokerBaazi, and Swiggy Instamart as co-presenting sponsors, while Adani and Jaguar have come on board as co-powered-by sponsors. Partners for the show include sponsors Rayzon Solar, ICICI Direct, Lenskart, and Sofy.

SPNI acquired the rights to adapt the global giant business reality show for Indian audiences in 2021. The production for the show is by StudioNEXT. The show aired on the SET and SonyLIV under its first three seasons.

Launched in 2001, Shark Tank is a Japanese-originated show that transformed into the best business reality show globally. In India, the show connects fabulously with one of the fastest-growing startup ecosystems around the world.