SET India

About SET India

SET India (@setindia) is the YouTube channel for Sony Entertainment Television, one of India's leading Hindi-language general entertainment broadcasters. The channel has accumulated 189 million subscribers and 188.3 billion total views across 170,737 published videos. Sony Entertainment Television launched in October 1995 and has established itself as a major producer of Indian television content spanning drama, reality competition, crime procedurals, and game shows. The channel's programming portfolio includes flagship titles such as The Kapil Sharma Show, Shark Tank India, Kaun Banega Crorepati (the Indian adaptation of Who Wants to Be a Millionaire), Indian Idol, Bade Achhe Lagte Hain, Adaalat, CID, Crime Patrol, and Super Dancer. This mix of fiction, non-fiction, movie premieres, and reality formats reflects the channel's strategy of serving diverse audience preferences within the Hindi entertainment market. SET India's YouTube presence functions as a distribution and archival platform for broadcast content, making full episodes and clips available to digital audiences. The channel operates within India's competitive entertainment streaming ecosystem, where traditional broadcasters have increasingly prioritized YouTube as a primary digital channel.

SET India's estimated sponsorship rates

SET India's estimated cost for a single integrated video placement ranges from $163,296 (low) to $408,240 (high), with a typical rate of $272,160. This pricing reflects the creator's high audience tier classification and positions it among the premium-rate channels in the entertainment category. The rate estimate is derived algorithmically from subscriber count, niche CPM benchmarks, and platform-specific multipliers; see the methodology page for the full calculation framework. SET India's pricing sits in the upper range of entertainment creators, comparable to YouTube Movies (197 million subscribers) and notably higher than mid-tier entertainment channels such as Alejo Igoa (115 million subscribers) or Goldmines (109 million subscribers). The premium reflects both the absolute scale of the audience—189 million subscribers—and the niche CPM typical of Hindi-language general entertainment content in India. Advertiser demand for placements on established broadcast-to-digital channels tends to be strong, particularly from consumer goods, financial services, and e-commerce brands targeting Indian audiences. Rates of this magnitude typically apply to full-episode integrations or branded content segments rather than brief pre-roll or mid-roll placements.

Who should partner with SET India?

SET India reaches 189 million subscribers, the vast majority of whom are based in India and consume Hindi-language entertainment content. The audience composition reflects the channel's broadcast heritage: viewers span multiple age groups and household income levels, though the core demographic skews toward middle-income and aspirational households in urban and semi-urban India. The channel's programming mix—encompassing game shows, drama series, reality competition, and crime procedurals—attracts both casual viewers seeking entertainment and dedicated fans of specific franchises. Brand categories with demonstrated interest in SET India placements include consumer packaged goods (FMCG), telecommunications, financial services, e-commerce platforms, and automotive brands targeting the Indian mass market. The channel's association with established broadcast formats such as Kaun Banega Crorepati and Indian Idol provides advertiser confidence in audience reach and engagement. Compared to peers like Sony SAB (105 million subscribers), which focuses on comedy and family drama, SET India's broader genre range and primetime positioning command higher advertiser premiums. The audience tier classification reflects both subscriber volume and the demonstrated commercial value of Hindi-language entertainment audiences in India's digital advertising market.

SET India's growth and performance

SET India's subscriber count was recorded at 189 million on May 11, 2026, with no change observed over the one-day tracking span available. This single snapshot provides insufficient data to characterize growth trajectory or seasonal patterns. Historical view-count data for the past 30 days is not yet available in our database. To assess subscriber growth trends, audience engagement velocity, or content performance patterns, longer-term tracking data would be required.

How our pricing estimate works for SET India

SET India's estimated rates are calculated algorithmically using subscriber count (189 million), niche-specific CPM benchmarks for Hindi-language entertainment content, and platform and format multipliers for YouTube video integrations. The estimate does not incorporate direct rate-card data or historical negotiation records; instead, it synthesizes publicly available channel metrics against industry CPM ranges. The high-tier classification reflects the channel's subscriber volume and the commercial demand for placements on established Indian entertainment properties. For a detailed explanation of the CPM calibration, multiplier methodology, and confidence intervals, see the /methodology page. Rates may vary based on content category, integration type, seasonality, and direct negotiation with the creator.