Talent
KBC 18 viewership on Sony LIV rises 60 per cent in first three weeks
Connected TV drives nearly 60 per cent of consumption as the quiz show returns
MUMBAI: KBC is clearly still asking audiences to stay tuned. Kaun Banega Crorepati Season 18 has recorded a 60 per cent rise in views on Sony LIV during its first three weeks, compared with the corresponding period of the previous season.
Watch time has also climbed 40 per cent, pointing to stronger engagement with the latest edition of the long-running quiz franchise.
One of the biggest takeaways from the early performance is the role of the big screen. Connected TV accounts for nearly 60 per cent of KBC 18 consumption on Sony LIV, suggesting that the show continues to work particularly well as a family-viewing property even as audiences increasingly split their streaming time across phones, televisions and other connected devices.
The season, hosted by Amitabh Bachchan, carries the theme ‘Sochna Padega’, built around the familiar KBC formula of thinking, participating and testing one’s general knowledge. The early numbers indicate that the refreshed positioning is connecting with viewers while retaining the core appeal of the franchise.
The strong start has also translated into advertiser interest. More than 20 brands are associated with KBC 18 on Sony LIV, spanning categories including technology, payments, automobiles, consumer goods, healthcare and retail.
Google Gemini, PhonePe, Malkist, Bharat Petroleum and Maruti Suzuki are the co-presenting sponsors. Director Special Elaichi and Jaquar Lights are the co-powered by sponsors, while Polycab, Colgate, UltraTech, Gowardhan Ghee and Dr Fixit are special partners.
American Pistachios, Clove Dental, Vijay Sales, Kalyan Jewellers, HINT, ReNew, AI NOVA+, CERA, Kapiva and Siyaram’s Suitings & Shirtings are associated with the season as partners.
The latest performance also highlights how established television franchises are adapting to streaming without losing their appointment-viewing character. While KBC continues to air on Sony Entertainment Television, its strong Connected TV consumption on Sony LIV indicates that audiences are also choosing to recreate the traditional family television experience through streaming platforms.
KBC 18 airs on Sony Entertainment Television and streams on Sony LIV from Monday to Friday at 9pm. With views and watch time both ahead of the previous season at the same stage, the franchise has made an early case that its biggest advantage may still be its ability to bring generations together around one screen.
