[4] The company's CEO Sameer Nair and programming chief Tarun Katial introduced a number of new shows, which helped solidify the channel's position as a large influence in Hindi-language television broadcasting.

[11] On 6 October 2017, Canada's ATN Channel lost rights to Star programming, with viewers directed to the new streaming service Hotstar, which was recently introduced into the Canadian market.

[16] On 14 June 2010, it underwent a rebranding along with a change from the blue rectangular logo to a ruby red star with the tagline "Rishta Wahi, Soch Nayi" (Same Relationship, New Thinking).

[19] On 27 May 2018, it underwent a rebranding with Alia Bhatt as the face of the campaign with the red crystal star with gold swoosh along with the tagline "Rishta Wahi, Baat Nayi" (Same Relationship, New Conversations), and signature song composed by A. R.

[21][22] In 2000, StarPlus was at third position in terms of revenue and viewership after Zee TV and Sony Entertainment Television while none of the series were in top 10.

[36][37][38] During last week of May 2009, it was beaten by Zee TV for the first time in nine years, pushing it to third position and only Yeh Rishta Kya Kehlata Hai has maintained its ratings among Top 10.

[39] After Yeh Rishta Kya Kehlata Hai maintaining its ratings among Top 10, few other shows like Saath Nibhaana Saathiya, Diya Aur Baati Hum, Sapna Babul Ka...Bidaai, Iss Pyaar Ko Kya Naam Doon?, Yeh Hai Mohabbatein and Mann Kee Awaaz Pratigya helped StarPlus to regain their position into Top 10.

[42][failed verification] Post first lockdown, in 2020, a new lineup of shows like Anupamaa, Ghum Hai Kisikey Pyaar Meiin,[43] Saath Nibhaana Saathiya 2,[44] Imlie[45] and Pandya Store[46] helped StarPlus regain their position.