According to the industry, Bigg Boss OTT 2 will bring in more viewers, more companies, and more income

Bigg Boss OTT, the digital-only version of the popular reality show, is likely to have a bigger attraction among marketers with higher income choices for its streaming platform Jio Cinema in its second season.

According to industry observers, the free-to-air Salman Khan-hosted show will garner more attention this season, attracting more brands. The show has already entered its fourth week. Last season, the show was restricted to Voot subscribers only.

"Definitely expecting higher revenues for Jio this season as compared to last season given the host, already popular controversies, and free viewership, incentivizing advertisers to want to come on the show," said Vedang Jain, Prachar's Director of Digital Media.

Vishal Chinchankar, CEO of Madison Digital and Madison Media Alpha, expressed a similar sentiment to exchange4media, saying, "I would love to believe that revenues would be up by at least 40% compared to last year."

"BB, as a content, is one of the most influential properties." Switching from TV to OTT has been extremely encouraging in terms of viewership over time. "Considering that all BB content is free to all Jio Cinema users, I would estimate its viewership to be at least 30% higher than last year on OTT," Chinchankar remarked.

He also stated that, with Jio Cinema in play, ad rates were 10-12% lower than last year, which was quite encouraging for businesses.

Regarding Bigg Boss OTT 2 being free on Jio Cinema and its influence on the platform's subscriber base, he stated, "It may not happen for Jio Cinema because only English content is SVOD (subscription video on demand)." With Voot, I believe premium subscribers will eventually be connected with Jio Cinema."

Jain, on the other hand, stated that there was clearly a sense of excitement because this OTT season was hosted by the original presenter Salman Khan, rather than Karan Johar, as was the case previous season.

"However, the number of sponsors has increased since last year, with the main sponsor Vimal remaining." We're seeing partner sponsor fees in the range of Rs 70-75 lakh. "It's worth noting that, despite the fact that this is BB OTT and not the main BB, sponsorship packages are almost on par with what Voot was quoting last year for BB," Jain said.

He went on to say that Jio's platform saw a significant increase during the IPL season, and that having BBOTT2 shortly after the IPL was a fantastic strategic decision to keep those new members.

"However, I'm looking forward to seeing the final report on BBOTT2's viewership because I believe that not having the show on television may keep the viewership lower than BBH, which is available on both TV and digital."

Another analyst, who requested anonymity, stated that maintaining a marquee show like Bigg Boss open to all viewers is a crucial driver of subscribers for Jio Cinema, as opposed to Voot, which would only be interested in paying to watch BB OTT.

According to Jio Cinema, Bigg Boss OTT 2 has become the most-streamed entertainment property in India in just over two weeks since its June 17 launch, with over 400 million (40 crore) video views.

Bigg Boss OTT 2 features businesses such as Vimal Elaichi as the presenting sponsor, powered by Too Yumm, as well as special partners such as Vicco Vajradanti Sugar Free Paste, Paytm, Silver Coin Chakki Atta, Lenskart, and Ching's Schezwan Chutney.