Adani or algorithm? NDTV’s digital views continue to shrink

The new management has ostensibly tried new approaches but nothing seems to help brand NDTV restore its views to pre-Adani levels.

WrittenBy:Avdhesh Kumar
Illustration of Gautam Adani's broken bogie named NDTV on a roller coaster ride of 'viewership'.

Nearly one year since the Adani acquisition of NDTV, the network’s digital viewership continues to shrink despite a management rejig, new anchors, and some ostensible tweaks in content strategy.

Towards the end of November last year, the signs of a newsroom exodus seemed imminent at the network, beginning with the resignations of the Roys and senior journalist Ravish Kumar – a series of exits, including star anchors and senior management, followed in the latter months. 

As the Adani takeover was complete in December, views at NDTV India decreased to 45 million as compared to the 98 million a month before – a sharp slide of over 54 percent. A similar trend, meanwhile, was seen at the network’s English offering NDTV 24x7, where digital views shrunk by 20 percent, or 5 million, totalling 20 million views in December.

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