Times Internet has acquired digital entertainment platform Instant Bollywood, according to sources familiar with the development. The financial terms of the transaction could not be immediately ascertained. Queries sent to Times Internet remained unanswered at the time of publication.
The acquisition strengthens Times Internet’s presence in the fast-growing creator and social media-led entertainment ecosystem, adding one of India’s largest entertainment-focused social publishing brands to its portfolio.
Founded more than 14 years ago by Mandeep Singh, Instant Bollywood has built a substantial audience by delivering celebrity news, entertainment updates, viral content, lifestyle stories and pop culture coverage across social media platforms. The company operates as a social-first, platform-native media brand, with Instagram serving as its primary distribution channel.
According to company figures, Instant Bollywood recorded 11.5 billion monthly views on Instagram in April, supported by more than 355 million user interactions and the addition of nearly 1.2 million new followers during the month. The platform claims to reach more than 75 million users globally across social media platforms, including 37.3 million followers on Instagram.
The brand has also emerged as a dominant player in the Bollywood-focused social media segment. Based on Comscore data for the last three months, Instant Bollywood accounted for 57% of social engagement actions across leading Bollywood social media brands on Facebook, Instagram and X.
Recent Comscore rankings also placed Instant Bollywood among India’s top five social media brands by engagement, alongside major sports properties and broadcasters such as the Indian Premier League (IPL), Royal Challengers Bengaluru (RCB), Chennai Super Kings (CSK) and Star Sports.
The platform has consistently featured in Comscore’s digital media rankings and recently topped industry engagement charts in India’s Top Brands of the Week ranking, underlining its scale and influence in the entertainment content category.
The acquisition comes at a time when digital publishers are increasingly looking to strengthen their social media reach and direct audience relationships as content consumption shifts toward short-form video and creator-led platforms.
It remains unclear whether Instant Bollywood will continue to operate as an independent brand under its existing management structure or be integrated into Times Internet’s broader digital media portfolio.