NBCU launches all-reality show streamer Hayu in India

NBCUniversal continues to expand global distribution for its all-reality TV streaming service Hayu with a launch in India Thursday.

According to NBCUniversal, the launch marks its 28th territory in which the subscription-based video on demand platform has launched.

Hayu includes more than 8,000 episodes of reality TV content with well-known titles like “Keeping Up With the Kardashians,” “The Real Housewives,” “Top Chef,” “Million Dollar Listing,” “Below Deck” and “Family Karma.” The service covers a variety of programming genres in the English language including home and design, dating, cooking, fashion and true crime.

Subscribers in India will receive new titles the same day as their U.S. broadcast.

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“Given the immense popularity of reality TV in India we are thrilled to now be launching Hayu,” said Hendrik McDermott, managing director of direct to consumer, global, for NBCUniversal. “Hayu is already the premier destination for must-watch, world-renowned reality TV content and this launch extends the Hayu footprint to 28 territories. We look forward to super-serving Indian subscribers with the best, unscripted content available.”

Hayu will cost subscribers in India 349 rupees for a prepaid three-month subscription ($4.64) or 999 rupees ($13.29) for a prepaid one-year subscription.

The streaming service is available across mobile, tablet, laptop, connected TVs such as Roku, and selected consoles. 

Hayu initially launched in 2016 with 4,000 reality TV episodes in the U.K for £3.99, Ireland for EUR 4.99, and Australia for $5.99. Since then, it’s experienced significant growth and expanded into a new territory every following year to include much of Europe and parts of Southeast Asia. 

The most recent expansion took place during its fifth anniversary in February 2021 with the addition of 11 European countries, which included Spain, Portugal, France, Italy, Switzerland, Lithuania, Estonia, Latvia, Poland, Hungary and the Czech Republic.