iWorld
VOOT’s “Asli Fans – Bigg Boss Edition” shines light on the Digital success story of the national reality phenomenon
The age of #AsliFans are here – Fans who don’t just watch a show but live the experience. They follow every move of their favorite stars and binge on happenings behind the scenes. They are fearless in sharing their views and influence the masses. Bigg Boss Season 13 with an unprecedented 40 million watchers on VOOT unraveled the mighty prowess of #AsliFans. With the next season of the landmark category defining show in the horizon, VOOT has curated an insight driven report – #AsliFans: Bigg Boss Edition that showcases the power of #AsliFans, their intent, loyalty and content preferences. The insights throw light on the continuously transforming yet unifying fan-platform connect and the content consumption habits across the length and breadth of our country for India’s most loved show- Bigg Boss.
On releasing a report on Bigg Boss and its #AsliFans, Gourav Rakshit, COO – Viacom18 Digital Ventures said, "Bigg Boss is more than just a show for its fans across India. It is a way of life. Bigg Boss’ fans are committed and dedicated and are also ambassadors of the show in some form or another, online as well as offline. The fans are a testimony to the success of Bigg Boss beyond TV. The playbook gives advertisers and brand owners an insight and deeper understanding into the behavior of these unique Bigg Boss fans on the digital platform which is extremely interesting and intriguing from a brand and advertising standpoint."
The Bigg Boss Playbook unearths five distinct behavior-shaping trends of #AsliFans that gives us a glimpse into the rulebooks of entertainment:
Unmatched scale: At unmatched scale, tens of millions #AsliFans flocked to VOOT to shatter records and make Bigg Boss the #1 digital entertainment property by clocking 1.5+ billion views and 20+ billion minutes of watch-time on Season 13. This is 1.5X the number of online food deliveries in India last year, and equivalent to the time required to walk around the globe 40,160 times respectively!
Know it All: FOMO-struck, #AsliFans want to know it all. VOOT satiates this relentless desire through a robust suite of VOOT Exclusives such as Unseen Undekha, Cutless, Bigg Buzz etc. With 3000+ exclusive content pieces that contribute to 30%+ viewership, VOOT Exclusives consumption has been on a meteoric rise with 2 out 3 viewers now watching both full episodes and VOOT Exclusives.
Love to Express: #AsliFans love to express and made themselves heard and counted in every way possible through a myriad of interactivity formats. VOOT made 300+ million interactions possible between the fans and Bigg Boss through Voting, Video Vichaar, Pulse Meter, etc.
Vocal on Social: #AsliFans go vocal on social where VOOT is the preferred destination for conversations on everything Bigg Boss. We hit a billion not just in our Views counter, but also on social media with touching a billion impressions on social campaign.
Love for brand partners: #AsliFans extend their love beyond content to brand partners, who find innovative avenues to engage with them and drive brand stories. With eight digital sponsors and a plethora of inventory advertisers on S13, #AsliFans overwhelmingly embraced the brands in their fandom.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
