Kyunki Saas Bhi Kabhi Bahu Thi records over 1.6 billion minutes of watch time in launch week
Kyunki Saas Bhi Kabhi Bahu Thi returned on July 29 and became the biggest Hindi fiction launch in five years, clocking 1.659 billion watch minutes across Star Plus and JioHotstar in its first week. With 31.1 million TV viewers and strong digital engagement, the reboot drew nostalgic and new audiences, sparked advertiser interest, and generated widespread social media buzz.
Agencies Fiction show Kyunki Saas Bhi Kabhi Bahu Thi returned to Indian television on July 29 and received a strong response from viewers, recording 1.659 billion minutes of watch time across Star Plus and JioHotstar in its launch week, reflecting continued audience interest in the long-running drama.
It has become the biggest Hindi GEC (General Entertainment Channel) fiction launch in the last five years across both TV and digital platforms. On television, 31.1 million viewers watched the show on Star Plus in the first four days, making it the most-watched launch-week show on the channel in 2025.
The premiere episode alone reached 15.4 million viewers on Star Plus, making it one of the most-watched fiction premieres in recent times. The launch also performed well on JioHotstar, highlighting the growing viewership for daily fiction content on streaming platforms.'The return of Kyunki Saas Bhi Kabhi Bahu Thi has proven that great storytelling never loses its power. We approached this launch with a two-fold vision: to reignite the deep nostalgia associated with one of India's most iconic shows, while also crafting a contemporary storyline and viewing experience that resonates with today's audiences," said Sumanta Bose, Head of Cluster, Entertainment (Star Plus and Bharat, Bengali, Marathi and Gujarati), JioStar."The record-breaking numbers across Star Plus and JioHotstar reaffirm our belief in the timeless appeal of compelling narratives. This launch is a cultural moment that bridges generations, and we are proud to have delivered it to millions of homes across platforms."
The launch also prompted social media conversations, with 17,300 mentions and 86% of them positive. Viewers responded to the nostalgia, the cast, and the anticipation built up before the premiere.The show has drawn interest from advertisers as well. On television, Tide+, Kalyan Jewellers, and Maruti Suzuki India are co-presenting sponsors. Co-powered sponsors include Fortune Soyabean Oil, Colgate, and SMART Bazaar, with White Tone Face Cream and Good Knight as special partners.On JioHotstar, Kalyan Jewellers and Maruti Suzuki are co-presenting sponsors, alongside Colgate, Fortune Chakki Fresh Atta, UTI Mutual Fund, Tata Consumer Products, SMART Bazaar, and Mankind Pharma's Prega News.
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