‘Cringe Content’ –India's New Guilty Pleasure

In an era where content consumption is as much about the "escape" as it is about "relatability," shows like Bollywood Wives on Netflix and Tribe on Amazon Prime are emerging as cultural phenomena. Often labeled as “cringe,” this genre has an undeniable appeal, attracting audiences across India who tune in as much to indulge in guilty pleasure as to dissect, critique, and laugh at its outlandish displays. Despite the criticism, this genre has created a space in Indian pop culture, prompting us to explore the surprising cultural insights it brings to light.

The Allure of the Unreal

Shows like Bollywood Wives showcase lives filled with extreme privilege, drama, and conspicuous consumption. Audiences are drawn to the sheer unrelatability, enjoying a peek into lifestyles so exaggerated that they almost feel fictional.

Behavioural Insight: This genre underscores a fascination with the “other” lifestyle, where viewing becomes a form of escapism. It highlights an emerging trend where audiences crave content they can disconnect from, indulging in the drama of others’ exaggerated lives without needing to empathize.

A Safe Space for Social Critique

“Cringe” content invites the viewer to critique and comment, creating a space for communal judgment and humor. This builds an online culture of collective participation where viewers dissect these shows in detail, sharing reactions across social media.

The popularity of “cringe” content illuminates an interesting social phenomenon—Indians are increasingly embracing humor and critique as tools for social connection. In a sense, watching these shows allows for bonding over what not to aspire to, uniting audiences in an ironic stance against hyper-consumerism and exaggerated privilege.

The Thrill of Guilty Pleasure

“Cringe” shows offer a break from responsibility, allowing viewers to experience pleasure without moral stakes. It’s media consumption without the weight of reflection—just pure, unfiltered reaction.

As life becomes busier and personal expectations rise, Indians are finding guilty pleasures in content that offers simple entertainment without needing to be profound. This trend speaks to a rising need for low-stakes content in a high-stakes world, providing a mental escape that is both entertaining and lightweight.

While these shows often receive flak for their lack of substance, they remain popular because they offer a unique blend of entertainment, escape, and social commentary.

The ongoing conversations around these shows indicate their relevance in Indian pop culture, proving that sometimes, the “unrelatable” offers the most universal enjoyment. “Cringe” content taps into the modern Indian’s need for humor, escapism, and social critique—all in one binge-worthy package.