As Shark Tank India Season 4 continues to make waves in the OTT space, SonyLIV has announced a new wave of sponsorship deals, adding big names like ACKO, Pokerbaazi, Swiggy Instamart, Adani, and Jaquar to the roster. These partnerships signal the growing commercial appeal of the reality show, yet they come at a time when there are growing concerns about the platform’s limited reach and the show’s potential decline in overall viewership.
While SonyLIV’s move to exclusively stream the show has yielded a 40% surge in Connected TV (CTV) viewership and a 22% increase in its user base, critics argue that this strategy has caused the show to miss out on the vast audience that traditional television offers. With SonyLIV’s paid subscriber base still limited to around 30 million, compared to television’s 700 million viewers, the new sponsorships seem to raise more questions than answers. Why are major brands continuing to invest in a show that’s facing growing visibility concerns?
Despite the impressive engagement numbers, including a 27% rise in overall engagement and notable user growth in Tier 2 markets, Madhav Kasturia, founder and CEO, Zippee, voiced concerns on LinkedIn regarding the reduced reach of the OTT-exclusive model. Kasturia also criticized the user experience on the SonyLIV platform, pointing to the prevalence of ads for paying subscribers and the lack of YouTube clips, which had been crucial in amplifying the show’s audience in previous seasons.
“We’re just a week into the launch of Shark Tank 4, and already, we’re witnessing some incredible products and promising entrepreneurs. This partnership is particularly exciting for us at Swiggy Instamart, as we’re always looking for ways to bring exciting new D2C brands to users and it aligns with our core value of making innovation both reality and easily accessible to consumers. What’s also exciting is that we get to offer these debut products to our customers through Swiggy Instamart, delivering them within minutes giving a great boost to these brands,” Amitesh Jha, chief executive officer, Swiggy Instamart, said.
The influx of new sponsors, while undeniably a sign of Shark Tank India’s continued appeal to businesses, maybe more of a strategic move than a reflection of growth in the show’s viewership. With brands like ACKO, Pokerbaazi, and Swiggy Instamart eager to align themselves with the show’s entrepreneurial energy, it remains to be seen whether this surge in sponsorship will truly translate into greater exposure for the startups and entrepreneurs featured on the show—or if the limited audience on SonyLIV will limit the return on investment.
“ACKO’s association with Shark Tank India has always celebrated change. We want to continue putting a spotlight on changemakers – the entrepreneurs who have the vision to drive positive change in society. Our changemakers have always had bold ideas and creative solutions and used their skills for the betterment of our country. With the Changemaker Wall, we have taken this spotlight to the next level. We worked with talented artists from across the country and asked them to express their interpretation of positive change. These incredible pieces of art, along with the talented entrepreneurs from Shark Tank, come together to showcase our commitment towards positive change. Together, we are championing a future where innovation meets purpose,” Ashish Mishra, CMO, Acko, said.
In light of these concerns, there are mounting calls for SonyLIV to reconsider its OTT-exclusive strategy. Experts suggest that bringing the show back to television, improving the app’s user experience, and leveraging platforms like YouTube to increase the show’s reach could provide more value to sponsors and entrepreneurs alike. For now, the growing list of new sponsors raises a crucial question: are they betting on a winning formula, or simply throwing money at a show that may not reach the vast audience it once did?