MUMBAI: Koffee with Karan’s latest season that premiered on 21st October has moved from strength to strength, garnering an unprecedented viewership of 6.2Mn in Week 1, across TV & Hotstar, up 114% from last year. The television viewership on Star World and Star World HD stood at 3.1 Mn viewers (BARC 2+ U+R).

On Hotstar the viewership has grown by 134% to 3.1 Mn viewers in week 1, with audiences engaging deeply with the show on the platform, spending 38 mins on an average watching the first episode.

Koffee with Karan has always been uniquely positioned to reach the most discerning of audiences, with NCCS A contributing 74% of the viewership and cities Mumbai and Delhi drawing 62% of the viewership on the show. It remains the most-watched show in the English Entertainment category (BARC NCCS AB, 15+, 1Mn +) with the first episode leading by a 39.7% margin[1] across October.

In a first for the category in India, Star World is partnering with global social media platform, Snapchat to create ‘Koffee Filters’. Leaving an enormous digital footprint, the campaign garnered over 1.2 billion impressions in the build up to the launch on Twitter, with hashtags that trended pan India for two days leading up to the premiere of the season.

Star Spokesperson: “Our strength as a network across TV and Digital has been key to the growth in consumption for this show. Anchored by good conversations, the show has become a property that its fans look forward to on Sunday evenings. Equally, there are more and more audiences discovering the show and watching it on their personal screens. In fact, the most avid fans can watch the show before broadcast through a Hotstar Premium subscription. And while we’ve kept the essence of the show intact, the new gaming segment has added to the freshness of the show and has been well received by fans”