ZEE5, one in every of India’s main streaming platforms, noticed notable progress in 2024 with a deal with regional languages and family-oriented content material. Regional consumption now represents practically 50 per cent of its viewing, whereas there was a marked improve in viewers engagement. This 12 months, the platform reported a 25 per cent rise in time spent per person, indicating a constructive reception to its deal with relatable and various content material for Indian viewers. Moreover, ZEE5’s efforts to succeed in non-metro areas have paid off, with nearly 40 per cent of its viewership now coming from Tier II and Tier III cities. This shift displays an growing demand for content material that appeals to different linguistic and cultural audiences in India.
Regional Success and Larger 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 partly to the growing enchantment of ZEE5’s regional choices, particularly in non-Hindi languages like Tamil, Telugu, Kannada, and Bangla. In response to ZEEL’s Chief Enterprise Officer, Manish Kalra, a big portion of ZEE5’s subscriber base is searching for culturally wealthy tales which might be related and reflective of Indian life. The 12 months additionally noticed elevated 4K streaming, significantly in South India and North India, led by states like Delhi and Uttar Pradesh.
Deal with Household-Pleasant Content material
As household viewing features traction on the platform, Kalra defined ZEE5’s distinctive deal with family-friendly narratives. Whereas many OTT platforms goal particular person experiences, ZEE5 goals to offer content material suited to shared household viewing. With over 70 per cent of premium content material being watched on related TVs, ZEE5 makes certain its productions stay accessible and interesting to audiences of all ages. Kalra famous that cultural preferences in India usually restrict consolation with sure themes in shared settings, prompting ZEE5 to supply high-quality content material with out compromising on household values.
Style Tendencies and Future Content material Plans
Romance, comedy, and drama genres account for 65 per cent of ZEE5’s viewership, indicating a requirement for gentle, participating tales that resonate with Indian households. ZEE5 plans to proceed prioritising family-friendly genres whereas introducing new codecs, together with non-fiction exhibits within the coming 12 months. The platform additionally launched a festive subscription supply at Rs 199, which Kalra says has attracted a big variety of customers.
