Bigg Boss Malayalam hits record ratings as Kerala tunes in en masse

MUMBAI: Bigg Boss Malayalam has tightened its stranglehold on Kerala’s eyeballs. The seventh season of the reality juggernaut, which wrapped on 3 August 2025, emerged as the franchise’s most successful edition yet—doubling digital viewership, posting the highest-ever grand finale ratings, and reaching an estimated 84 per cent of the state’s population via television.

The numbers tell a story of appointment viewing at industrial scale. JioHotstar recorded video views nearly twice those of season six on finale day, whilst total watch time surged 137 per cent. Across the entire season, digital video views climbed 65 per cent and watch time rose 36 per cent compared to the previous edition. On Asianet, the show pulled in 7.37 million viewers, cementing its status as unmissable family entertainment.

Connected television viewing accounted for a quarter of total watch time—evidence that Kerala families are increasingly gathering around large screens to watch contestants squabble, strategise and occasionally weep. The shift suggests Bigg Boss Malayalam has become genuine communal viewing in a fragmented media landscape.

The franchise generated 6.2 billion social media interactions, whilst Mohanlal’s refreshed on-screen appearance sparked considerable online chatter.

Advertisers took notice. 17 national and regional brands—from Maruti to Swiggy to Patanjali—bought space across television and digital platforms, betting that Kerala’s Bigg Boss obsession translates into purchasing power.

The format’s staying power owes much to its populist appeal. This season featured a commoner as second runner-up, reinforcing the show’s everyman credentials. In a media market where audiences are splintering across platforms, Bigg Boss Malayalam has managed the rare trick of growing bigger. Kerala, it seems, cannot look away.