SonyLIV’s exclusive streaming of Shark Tank India Season 4 has resulted in impressive OTT growth, including a 40% surge in Connected TV (CTV) viewership and a 22% increase in the user base compared to the previous season. Audience engagement also rose by 27%, showcasing strong interest in the show’s unique entrepreneurial pitches. The season also saw remarkable user growth in Tier 2 markets, with a 100% increase, expanding the show’s reach beyond major cities. However, despite these positive numbers, there are concerns about the potential decline in overall viewership due to SonyLIV’s limited reach compared to traditional television.

Madhv Kasturia, Founder and CEO of Zippee, voiced concerns about the OTT-exclusive approach on LinkedIn, pointing out that SonyLIV’s paid subscriber base of 30 million reaches a much smaller audience compared to the company’s television network, which boasts over 700 million viewers. Kasturia criticized the user experience on the SonyLIV app, particularly the excessive advertisements, even for paying subscribers. Additionally, he highlighted the absence of YouTube clips from previous seasons, which had significantly helped expand Shark Tank India’s reach and made startup stories viral. Many startups, such as Paradyes and FlexifyMe, experienced significant growth after their appearances on the show.

Kasturia suggested that SonyLIV should consider bringing Shark Tank India back to television, improve the OTT user experience, and restore the use of YouTube clips to maximize the show’s reach and impact. Despite these challenges, Shark Tank India remains a popular reality TV show where entrepreneurs pitch business ideas to a panel of investors, with prominent figures like Aman Gupta and Namita Thapar. The show’s adaptation in numerous countries highlights its global appeal.