Why reality TV is having its biggest moment in India

Reality television is back in the spotlight, not as a passing programming phase but as a calculated response to how audiences watch and how advertisers spend today.

Across television and digital platforms, unscripted formats are multiplying in scale, frequency and prominence. The renewed momentum is not being fuelled by a sudden creative renaissance alone, but by a convergence of economics, audience behaviour and the growing need for mass cultural moments in an increasingly fragmented media environment.

Scale & Relevance 

Akshay Agrawal, Head, Linear Ad Sales at Sony Pictures Networks India, describes the rise of reality as fundamental rather than cyclical.

“The rise of reality is structural. In a fragmented media ecosystem, very few genres can still deliver scale, simultaneity, and cultural conversation. Reality and non-fiction remain among the last formats capable of creating shared national moments outside of live sport.” 

He adds that the genre aligns closely with contemporary audience behaviour. “Audiences no longer want passive viewing, they seek participation, relatability, and aspiration. Reality formats are built on real people, real stakes, and progressive journeys, making them inherently engaging and habit-forming.”

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According to Agrawal, enduring properties are built on cultural relevance, scalability and adaptability, with franchises such as Indian Idol and KBC sustaining by continuously refreshing their experience while retaining a strong core.

A similar view is echoed by JioStar, which has been one of the most aggressive investors in large-format non-fiction across languages. According to a JioStar spokesperson, “Reality shows are seeing renewed momentum because they align perfectly with how audiences consume and engage with content today. They are built on real emotion, high stakes, and unscripted moments, which makes them instantly relatable and widely appealing across markets and demographics.”

The spokesperson points to formats such as Bigg Boss across languages, Laughter Chefs, MTV Roadies and MTV Splitsvilla as examples of shows that feel authentic while offering scale, participation and community-led engagement.

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Evolution in formats & inventory

Agrawal also points to the genre’s adaptability across markets and screens. “Importantly, these formats are culturally portable. The core structure travels, but the emotional context localises; through language, stories, and lived experiences. This makes reality highly scalable across Hindi and regional markets, and equally adaptable for television, OTT, and connected screens.” 

From a monetisation perspective, he notes that reality has evolved beyond conventional ad inventory. “Reality formats today operate as brand ecosystems, not just ad inventory,” enabling deeper integrations, pricing premiums and long-term advertiser relationships. On sustainability, Agrawal is clear: “The risk is not with the genre, but with lack of evolution.” 

Broadcasters’ Budget wishlist

The strength of reality, the JioStar executive notes, is equally visible in regional markets.

“Non-fiction shows such as Cooku with Comali, Super Singer, Star Singer, Start Music, Jodi Are You Ready? and Cooku with Jathiratnalu continue to deliver massive reach and deep cultural connect in the South, while newer large-format concepts like The 50 reflect the shift towards immersive environments designed to spark sustained viewer involvement,” the JioStar spokesperson said.

The Revenue Game

On revenue, the spokesperson said, “Reality formats deliver a rare combination of scale, consistency, and premium engagement, which makes them extremely attractive for advertisers.” Addressing concerns of fatigue, the network maintains, “Longevity for us has never been about repetition, but about keeping stories culturally alive and constantly evolving,” adding that audiences are discerning rather than being tired of the genre.

Below the network strategies lies a hard economic logic. According to industry insiders, the surge in reality shows across television and OTT is being driven less by creative momentum and more by economics.

Broadcasters today operate in two parallel viewing economies: loyal, habitual audiences that deliver steady GRPs through fiction, and what insiders call “purple GRPs”—fleeting viewers who do not regularly consume a channel or platform but tune in for a specific, high-impact reality format. Reality is effective at aggregating these purple GRPs because ratings are influenced not just by time spent but also by frequency. While fiction depends on the same viewers watching repeatedly, reality draws a much wider pool of viewers who may watch fewer episodes, but in significantly larger numbers.

This makes reality especially attractive to advertisers. Unlike fiction, which allows limited brand integration, reality formats enable narrative-led sponsorships, celebrity endorsements and deeper brand embedding, driving stronger brand salience and positive predisposition.

Industry estimates suggest average CPRPs for fiction hover around ₹50,000, while marquee non-fiction properties command Rs 3–4 lakh.

For broadcasters facing audience fragmentation and migration to digital, big-ticket reality shows offer a fast way to shore up GRP share. However, this reliance is often seen as extractive rather than sustainable, with most successes anchored in long-running franchises and limited fresh format innovation.

Anil Solanki, Director, DentsuX, contextualises this balance between scale and risk.

“The surge in reality formats across Hindi and regional markets is being driven by a mix of economics and engagement. Reality shows deliver appointment viewing, strong audience stickiness, and multiple monetisation avenues—spot ads, sponsorships, and integrations—making them a safer bet than high-risk fiction or long-gestation originals.” He adds that regional markets benefit in particular because reality formats localise well and scale faster.

At the same time, Solanki cautions, “That said, sustainability will depend on innovation. Reality as a genre isn’t the problem—repetition is.”

Thumbs up from advertisers

From the broadcaster’s lens, advertiser demand is also a powerful accelerant. Kailash Adhikari, Business Head, Sri Adhikari Brothers Network, believes reality formats attract higher-value sponsorships, marquee advertisers and celebrities across both TV and digital. Advertisers increasingly favour event-led properties over routine spends, prompting broadcasters to lean more heavily on non-fiction. According to him, “sustainability is ultimately performance-driven; formats that work continue for multiple seasons, while those that do not naturally fade away.”

Viewer participation plays a critical role in this momentum, particularly beyond metros.

Broadcast expert Rajiv Khattar said, “The reality shows are liked by viewers as they give them a connection, the tier 2 and tier 3 cities have much higher pull as people can participate in it and this pulls the locals to watch the shows.” However, he warns that continuous evolution is essential, noting that clones and repetitive formats inevitably lead to audience and advertiser fatigue.

The data underlines why reality has become such a dominant pillar. From early formats like Bournvita Quiz Contest in the 1970s and Sa Re Ga Ma Pa in the 1990s, to the early 2000s inflection point with Kaun Banega Crorepati and Indian Idol, the genre has consistently delivered appointment viewing and franchise value.

In 2025, reality content saw a sharp resurgence across television and digital, with shows such as Bigg Boss 19, Shark Tank India, Indian Idol Season 15, Sa Re Ga Ma Pa 2025, KBC Season 16, Khatron Ke Khiladi Season 15 and Roadies Double Cross underscoring how broadcasters and streamers doubled down on unscripted programming.

India’s OTT audience has reached 601 million, with 148 million active paid subscriptions, according to Ormax Media’s 2025 report. Overall OTT growth slowed to 10%, but Connected TV users surged 87% to 129.2 million, with 35–40 million Connected TV homes. The report also examines viewing time, preferred languages, content formats, and media habits, offering insights for platforms, advertisers, and content creators.

With India’s OTT universe reaching a base of 600 million users and connected TV adoption accelerating, reality shows now sustain engagement over months rather than peaking only at launch. From an advertiser standpoint, they have become premium inventory, offering predictable reach, high time spent and organic integration opportunities across categories such as fintech, e-commerce, smartphones, food and beverages and personal care.

The current reality boom is undeniably profitable and culturally resonant. Whether it endures as a long-term growth engine will depend not on how much reality content is produced, but on how intelligently the genre continues to evolve, innovate and stay rooted in audience insight.