ZEE5, one in all India’s main streaming platforms, noticed notable progress in 2024 with a concentrate on regional languages and family-oriented content material. Regional consumption now represents practically 50 per cent of its viewing, whereas there was a marked enhance in viewers engagement. This yr, the platform reported a 25 per cent rise in time spent per consumer, indicating a optimistic reception to its concentrate on relatable and numerous content material for Indian viewers. Moreover, ZEE5’s efforts to achieve non-metro areas have paid off, with virtually 40 per cent of its viewership now coming from Tier II and Tier III cities. This shift displays an rising demand for content material that appeals to assorted linguistic and cultural audiences in India.
Regional Success and Increased Engagement
Within the second quarter of FY25, Zee Leisure Enterprises Restricted (ZEEL) noticed its subscription income develop by 9.25 per cent, reaching Rs 969.9 crore. This progress is due partially to the rising attraction of ZEE5’s regional choices, particularly in non-Hindi languages like Tamil, Telugu, Kannada, and Bangla. Based on ZEEL’s Chief Enterprise Officer, Manish Kalra, a big portion of ZEE5’s subscriber base is in search of culturally wealthy tales which might be related and reflective of Indian life. The yr additionally noticed elevated 4K streaming, notably in South India and North India, led by states like Delhi and Uttar Pradesh.
Concentrate on Household-Pleasant Content material
As household viewing features traction on the platform, Kalra defined ZEE5’s distinctive concentrate on family-friendly narratives. Whereas many OTT platforms goal particular person experiences, ZEE5 goals to supply content material suited to shared household viewing. With over 70 per cent of premium content material being watched on linked TVs, ZEE5 makes positive its productions stay accessible and interesting to audiences of all ages. Kalra famous that cultural preferences in India typically restrict consolation with sure themes in shared settings, prompting ZEE5 to supply high-quality content material with out compromising on household values.
Style Developments and Future Content material Plans
Romance, comedy, and drama genres account for 65 per cent of ZEE5’s viewership, indicating a requirement for mild, partaking tales that resonate with Indian households. ZEE5 plans to proceed prioritising family-friendly genres whereas introducing new codecs, together with non-fiction reveals within the coming yr. The platform additionally launched a festive subscription provide at Rs 199, which Kalra says has attracted a big variety of customers.
