Koffee With Karan's Final Season Has Eight Brand Partners and ₹2,000-2,200 CTV Ad Rates

Koffee With Karan returned on 14 October 2026 with a ninth season that is the show's final one. The Week reports that Karan Johar announced the end of the show on 30 September 2026, and the season streams on The Peacock Hub, NBCUniversal's platform, through JioHotstar. The show debuted in 2004, and its eight earlier seasons ran for 161 episodes.

Eight brand partners were reported on 13 October, the day before the premiere. Bollywood Hungama reports the season as a locally produced Indian original and the first Indian-produced show on which NBCUniversal and JioHotstar have worked together. The 2004 debut places the final season 22 years after the show began, and the streaming, sponsorship and ad-rate details reported so far all attach to that season.

How the Show Moved From Television to JioHotstar

The Week reports that the show debuted in 2004 with Shah Rukh Khan and Kajol as its inaugural guests. It began on television, and in 2022 it was revealed that it would move to Disney+ Hotstar as a streaming exclusive. The ninth season launches on JioHotstar, according to The Week.

Indian Television describes the format as celebrity interviews and rapid-fire segments, and credits Karan Johar as the show's creator and host.

Johar's reason for ending the show, as The Week reports it, is that he wants to spend the next decade directing more movies. He described the show as having given him friendships, memories and a fair share of controversy, and said some journeys end when it is time to let them go.

A Streaming Deal Built on a Local Original

The Peacock Hub is distributing Season 9 on JioHotstar. Bollywood Hungama reports that the season is a locally produced Indian original, and describes the arrangement as the first time NBCUniversal and JioHotstar have come together on an Indian-produced show.

Chris Taylor, managing director for Asia-Pacific at NBCUniversal Global TV Distribution, described the collaboration as an expansion into locally produced programming. He said the show's format and its view of the entertainment industry made it a fitting choice.

Alok Jain, head of the Hindi and English entertainment business at JioStar, said Indian intellectual property built with the right ambition can compete and collaborate on a global stage.

Karan Johar said that The Peacock Hub choosing to work with the show for the first time in India was humbling. He added that the show now belongs to a wider world as well.

Eight Brands Across Four Categories

The eight partners fall into four categories. Jaquar Bath + Light and Visa are co-presenting partners, and Cadbury Bournville is the co-powered-by partner. Airbnb, FabriCare by D'decor, Parle Hide & Seek Caffe Mocha Cookies and Tata Coffee Gold are special partners, and Pantaloons is the associate sponsor. Storyboard18 gives the coffee brand's name as Tata Gold Coffee.

JioStar's head of entertainment sales, digital, described its brand integrations as delivering real enterprise value across diverse categories. JioStar said the associations would include brand integrations on the streaming platform.

Indian Television quotes Bhaskar Ramesh, JioStar's head of entertainment sales for digital, saying the lineup of marquee brands speaks to the enduring pull of high-engagement premium storytelling.

The coverage gives no financial terms, viewership targets or integration methods, so the value of each partnership cannot be determined from it.

Connected TV Rates and What They Buy

Storyboard18 reports connected TV, or CTV, rates for the season, dated 14 October 2026. The format lets advertisers buy digital video inventory on television screens. The run-of-schedule rate is ₹2,000 per thousand impressions (CPM), and the L1 category rate is ₹2,200 CPM. Both apply to video ads of up to 20 seconds, and the L1 category carries a 10% premium over run-of-schedule, though the rate card does not say what placement benefits, if any, L1 includes.

At those rates, 100,000 impressions cost ₹2 lakh on run-of-schedule, or ₹2.2 lakh on L1, before applicable taxes, agency fees and negotiated discounts. Because CPM is charged per thousand impressions, the cost of a campaign rises with its impressions.

Bhaskar Ramesh, head of entertainment sales for digital at JioStar, says in the same report that the show is a shared cultural event for Indian viewers.

The report cites Ormax, a media consulting firm, for Season 8, which premiered in October 2023 and averaged six million viewers per episode. That figure refers to the previous season, not to this one.

Partnerships bring on-platform brand integrations, while video inventory is priced per thousand impressions.

Where Talk Shows Fit in OTT Advertising

WPP Media's annual forecast, This Year Next Year, published in December 2025, puts total Indian advertising revenue at about ₹2 lakh crore in 2026, up 9.7%. It projects connected TV ad revenue to grow 22% in 2026, to just under USD 1 billion, or about ₹6,800 crore to ₹8,000 crore over the two years. CTV is forecast to take about 17% of TV and professional video ad spend in 2026, a share measured against that pool rather than all advertising.

The same forecast calls streaming a bright spot within TV advertising, growing from smaller bases.

IBEF, in a report last updated in September 2026, puts India's media and entertainment sector at US.08 billion in 2025, up 9.1%, and projects US.65 billion by 2028, a compound growth rate of about 5.8%. It puts digital media at US.13 billion in 2025 and expects it to contribute about 38% of overall advertising, on par with television.

On OTT, IBEF projects platform revenues to grow at a compound rate of 14.9% to ₹35,061 crore by FY28, and video OTT subscriptions in households to rise from 143 million to about 191 million. The same report projects total Indian advertising revenue to grow 9.4% a year to ₹1,58,000 crore by FY28.

The reports describe two forms of sale: brand partnerships with on-platform integrations, and video inventory priced per thousand impressions. The reports cited here give no total for the partnerships, so the split between the two layers cannot be sized.

What the Final Season Means for JioHotstar and Advertisers

The eight brand partners were announced for the show's final season, so the partnerships reported so far relate to this season.

For JioHotstar, the season is the first on which it and NBCUniversal have worked together for an Indian production, and it closes a title that has run since 2004. The coverage says nothing about the title after this season.

For advertisers, the reported terms are four partner categories, on-platform brand integrations and the connected TV rates above. Each of them is tied to a season that is billed as the last.

The CTV rates are the only price figures reported for the season, while the IBEF and WPP Media figures are projections for the wider market.