SonyLIV’s flagship show, Shark Tank India, is struggling to attract advertisers, reportedly due to its high ad rates and a decline in reach. Sony Pictures Networks India’s (SPNI) decision to make this season exclusively available on its OTT platform has sparked criticism, with many questioning the move and its impact on the show’s visibility and appeal.
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This season, which began streaming on January 6, has drawn sponsorship from Acko, PokerBaazi, and Swiggy Instamart as co-presenting sponsors, alongside Adani and Jaquar as co-powered-by sponsors. Partner sponsors include Rayzon Solar, ICICI Direct, Lenskart, and Sofy. While SonyLIV claims to have achieved a 40% rise in Connected TV (CTV) viewership and a 22% increase in users compared to the previous season, industry experts believe the decision to bypass television has hurt the show’s mass appeal.
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The show has broad appeal and could have reached a significantly larger audience via Sony’s television network. While OTT platforms offer convenience, they face challenges like intrusive ads and limited content libraries, which restrict their reach in India. Removing popular YouTube clips from earlier seasons further stifled the show’s organic growth and engagement.”
He pointed out, “India’s entertainment industry lost ₹22,400 crore to piracy in 2023, with 51% of consumers relying on pirated content. Streaming platforms are the largest contributors to this trend, accounting for 63% of piracy. While piracy is less common in metro cities, it’s rampant in tier-two and tier-three markets, driven by the sheer number of OTT options and a perceived lack of quality content.”
Meanwhile, marketers argue that SonyLIV’s high advertising rates are deterring many brands. With a ₹600 Cost Per Mille (CPM) for a 10-second ad on mobile and ₹1,200 for the same on Connected TV, experts feel the pricing is steep, especially given the show’s limited exposure on OTT. Without the broad reach that television offers, Shark Tank India is struggling to maintain its position as a marquee property for SPNI.
