Smriti Irani has returned to her most iconic role as Tulsi after 25 years with Kyunki Saas Bhi Kabhi Bahu Thi 2.0. At a recent event, Irani opened up about the show’s surprising success in the digital space and how it continues to resonate with viewers across generations.
Smriti Irani celebrates OTT success of Kyunki Saas Bhi Kabhi Bahu Thi 2.0: “Average time spent is 104 minutes a week”
Speaking about its performance, Irani noted how the series has defied expectations on OTT. “When we began 25 years ago, there was no digital medium of communication or creative thought that came under the guise of a saas-bahu show. I was most intrigued to see if it would perform on OTT. I am grateful for the compliments for its television performance. We have a monthly viewership of nearly 5 crore, a daily viewership of about 1.5 crore, and a weekly viewership of around 2 to 2.5 crore.”
Highlighting a significant milestone, she compared audience engagement for the show against other digital dramas. “On OTT, the average time spent on similar shows is around 20 to 28 minutes individually, while on our show the time spent is 104 minutes a week. The fact that a concept steeped in old-school drama has found resonance on a platform mostly associated with youth is quite intriguing,” she said.
Irani also spoke about the show’s contemporary approach in adapting to modern issues. “We have included progressive concepts in this drama in 2025. We have fictionalised today’s issues, like body shaming, ageing, and more, within the narrative. That makes it relatable for modern audiences,” she explained.
For Irani, the revival of Kyunki Saas Bhi Kabhi Bahu Thi is more than nostalgia—it is proof that storytelling rooted in tradition can still evolve with the times. By blending familiar family drama with relevant social themes, the series aims at attracting the new generation across both television and OTT platforms.
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