Amazon MX Player’s hit series ‘Aashram’ has set a new benchmark in Indian streaming, attracting over 250 million viewers across the country, the streamer has said.

The latest installment, ‘Aashram S3 Part 2’, has dominated Ormax Media’s most-watched streaming originals list for four consecutive weeks, cementing its status as India’s most successful OTT franchise.

The success of ‘Aashram’ has shattered multiple myths about crime dramas and their audiences. Contrary to the belief that the genre mainly appeals to male viewers, over 20 percent of the show’s audience comprises women. The series has also resonated across different age groups, engaging young adults and viewers aged 25+ alike, the statement said, quoting data from Ormax Media’s analysis.

Additionally, while Hindi remains the dominant language, ‘Aashram’ has seen impressive traction in its dubbed versions across Bengali, Tamil and Telugu, proving its pan-India appeal. The show has attracted significant viewership not just in metros and tier1 cities but also in tier 2 and tier 3 regions, making it a truly national phenomenon.

Amazon MX Player’s marketing strategy for Aashram has been nothing short of extraordinary. The trailer trended on YouTube for 23 days, racking up 24 million views, and the campaign was amplified through TV, digital, outdoor and social media promotions, the streamer added.

A unique collaboration with Indian cricketer Yuzvendra Chahal, where Baba Nirala “granted” his wish to become an opening batsman, garnered 6.3 million views and 850,000 engagements, further fuelling the buzz.

Lead actor Bobby Deol, who plays the enigmatic and controversial Baba Nirala, expressed gratitude for the overwhelming response, stating, “‘Aashram’ has been a defining journey for me, and the love it continues to receive is truly humbling. This season, the stakes are higher, the drama is deeper, and the impact is greater than ever before.”

National Award-winning director Prakash Jha also shared his excitement, “The journey of Baba Nirala continues to enthrall Indians. Every season, we push boundaries to make ‘Aashram’ more intense, compelling, and relevant.”

Karan Bedi, Director and Head of Amazon MX Player, highlighted the platform’s commitment to delivering high-quality entertainment by stating, “The series’ success reaffirms our commitment to bringing free, premium content to Indian audiences. The response to S3 Part 2 has been extraordinary, driven by its gripping storytelling and stellar performances.”

Amazon MX Player, according to the press release, continues to dominate India’s AVOD (advertising-based video-on-demand) streaming landscape, drawing in over 250 million unique users per month. With 1.4 billion downloads on Google Play Store, it remains one of India’s most widely used apps.