Kyunki Saas Bhi Kabhi Bahu Thi has made its return to Indian television and digital platforms, recording over 1.659 billion minutes of watch time across Star Plus and JioHotstar in its launch week. The show has registered 31.1 million viewers on Star Plus in the first four days and has become the most viewed show in launch week for 2025 on the channel.
On digital, the show has set a new benchmark, becoming the biggest fiction launch on a Hindi General Entertainment Channel (GEC) in the streaming space. The premiere episode alone has garnered 15.4 million viewers on television, the highest for any fiction show in recent years.
The show has also seen significant online traction, with 17,300 social media mentions and 86% positive sentiment in its launch week.
The return has attracted notable advertiser interest. On television, sponsors have included Tide, Kalyan Jewellers, Maruti Suzuki India, Fortune Soyabean Oil, Colgate, SMART Bazaar, White Tone Face Cream, and Good Knight.
On JioHotstar, the show has featured Kalyan Jewellers and Maruti Suzuki as co-presenting sponsors, with Colgate, Fortune Chakki Fresh Atta, UTI Mutual Fund, Tata Consumer Products, SMART Bazaar, and Mankind Pharma – Prega News as co-powered and special partners.
“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.
