I think it's not increasing because they are trying to be different and so the viewers are not seeing what they are expecting to see and hence not satisfied with what is shown... for instance Antra's truth revelation (not satisfied with the way that was closed), the fact that Alisha was not AJ's daughter (never revealed), the way they handled Guddan's return into Akshat's life esp after all the bad things he said to her and then it seemed like cvs had Guddan running after him and no repentence (or not enough) from him, Viewers were eagerly waiting to see AJ's reaction when he finds out the truth about Antra and that he was wrong about Guddan etc....but in trying to be different the way cvs revealed the truth was not satisfying to the audience. Sometimes you need to stick to the norm. They are showing big twists and drama but in closing the tracks it's always disappointing.