What's capturing men's attention and driving brand impact

Entertainment is age and gender agnostic yet when it comes to men, the long-held myth is that they tune in only for tracking scores, analysing stats, and catching breaking headlines. But is that really the full picture? Entertainment is universal, and data reveals that men, across age groups and life stages, are increasingly tuning into fiction for emotional engagement, and connection. It's time to move beyond the clichés and decode what truly holds the attention of the Indian male viewer.

A recent study by the Broadcast Audience Research Council (BARC) reveals a different reality. 81 per cent of TV viewership is leisure-driven, with a significant portion dedicated to general entertainment content. Clearly, everyone loves a good story, and Indian men are no different.

Men watch to feel, not just to be informed! Just like their counterparts, they seek emotional engagement, and today, they’re watching fiction more than ever before. They’re following plotlines, rooting for characters, and returning episode after episode. 

From affluent urban professionals to Gen Z viewers aged 15–30, men are spending more time with fictional content. And JioStar’s Entertainment business is seeing this hidden trend unfold at full throttle.

In 2024, JioStar consistently reached 130+ million viewers through fiction programming alone. Between January and March 2025, over 93 per cent of male TV audiences tuned into JioStar’s Entertainment platforms. During prime time, male viewing minutes were twice that of rival networks, firmly establishing its dominance in male engagement.

For brands, this presents a powerful opportunity. In an era where advertisers scramble to capture the fleeting attention of men during sports telecasts and news breaks, fiction offers a high-engagement alternative. It delivers immersive, story-led ad environments that are emotionally resonant and memorable—prime real estate where the right message can go well beyond a 30-second spot.

A recent study by Unomer on JioStar fiction shows reinforced this shift. It revealed that male audiences watching fiction content exhibit significantly higher brand recognition and purchase intent for brands that advertise on these shows. A leading two-wheeler brand saw a3.39X increase in Brand Recognition by running ads during fiction shows on JioStar. A premium paint brand experienced a 1.49X lift in Brand Recognition, while a fintech brand saw a 1.5X uptick in Awareness.

“Linear fiction entertainment offers a distinct advantage—viewers are deeply engaged and emotionally invested, which translates to stronger brand outcomes,” said Vinay Bapna, Co-Founder & CEO at Unomer. “Across the board, we saw substantially higher awareness and recognition among male viewers exposed to ads on fiction content versus other media.”

Through seamless and contextual integrations, these brands become organic and meaningful, not like interruptions, but like part of the story. Stories that men are already invested in. 

So, forget the stereotypes. The modern Indian male is not one-dimensional, and media strategies need to reflect that. When it comes to fiction, men are not just watching, they are feeling. And brands that join the story will be remembered.