How ‘Hate-Watching’ fueled Nadaaniyan’s unexpected success on Netflix

Nadaaniyan, a much-criticized Netflix release starring Ibrahim Ali Khan and Khushi Kapoor, has defied expectations to become one of the most-watched films on the platform. Despite facing widespread backlash over its lackluster performances, uninspired storytelling, and weak dialogue, the film has reportedly amassed over 8 million views, surpassing titles like Bhool Bhulaiyaa 3 and Emergency. Social media discourse suggests the primary driver behind this surge in viewership is ‘hate-watching’—a phenomenon where audiences tune in not out of genuine interest but to critique or mock the content.

Nadaaniyan Ranks Among Netflix’s Most-Watched Films

Since its release on March 7, Nadaaniyan has received overwhelmingly negative feedback. Critics and audiences alike have pointed out its lack of substance, with the only praise directed towards veteran actors such as Mahima Choudhary, Jugal Hansraj, Suniel Shetty, and Dia Mirza—whose roles were minimal. At a press event, even the film’s producer pleaded for a more lenient reception, acknowledging the harsh criticism aimed at the lead actors.

Yet, in an unexpected turn, Nadaaniyan secured a spot among Netflix’s top three most-watched movies of 2025, trailing behind Dhoom Dhaam and Pushpa 2. Reports indicate that its 8 million views have outperformed titles such as Daaku Maharaaj and Emergency. The stark contrast between critical reception and viewership numbers has fueled speculation that the film’s popularity stems largely from viewers engaging with it ironically.

The Role of Hate-Watching in Nadaaniyan’s Viewership Surge

The concept of ‘hate-watching’—watching content primarily to ridicule or critique it—is not new. Social media has played a significant role in amplifying such trends, with past examples including series like 13 Reasons Why, The Bachelorette, Emily in Paris, and Elite. The phenomenon is often driven by curiosity, social engagement, and even a sense of irony, as viewers seek to understand or participate in ongoing discussions about a widely criticized work.

In Nadaaniyan’s case, the film’s association with nepotism further fueled negative discourse. The casting of Ibrahim Ali Khan and Khushi Kapoor reignited debates about star kids receiving high-profile opportunities despite alleged lack of talent. This backlash, rather than deterring audiences, seemingly drew more viewers to the film—many of whom may have watched it with the intent of critiquing it online.

Can Hate-Watching Translate Into Genuine Success?

While hate-watching can inflate viewership numbers, it does not necessarily equate to long-term success. In the case of Nadaaniyan, the film’s position on Netflix’s charts is driven more by controversy than acclaim. Similar instances in the past have shown that projects benefiting from ironic engagement often struggle to convert that attention into a sustainable fanbase or critical redemption.

As streaming platforms continue to rely on engagement metrics to gauge content success, hate-watching presents an interesting paradox—where negative reception can sometimes fuel higher visibility. Whether Nadaaniyan’s unexpected popularity will lead to more opportunities for its cast and creators remains uncertain, but for now, the film has carved out an unconventional success story in the streaming world.