Zee Entertainment’s OTT platform ZEE5 said it is shooting for a 25-30 per cent subscription growth this year and a reach of around 350 million individuals across key digital touchpoints, led by the recent decision of providing seven language-focused content packages.
Subscriber experience
As part of a new brand identity strategy, Z relaunched its OTT platform. Speaking to businessline, the company stated that nearly 50 per cent of ZEE5’s total consumption comes from non-Hindi languages, sparking the idea of language-specific content.
“The data validates our focus on culturally rooted narratives. This model gives users the power to choose, whether they want full access or prefer to engage deeply with content in their own language,” said Raghavendra Hunsur, Chief Content Officer, ZEEL, adding that the company has enhanced investment in regional content as well.
Further, current ZEE5 subscribers will not be affected by the Saturday announced and use their existing All-Access subscription until expiration. The newly launched language-specific plans are intended for new users or for existing users at the time of renewal, said the company.
Live regional content
Kartik Mahadev, Chief Marketing Officer, Zee Entertainment Enterprises Ltd., told businessline the company also plans to provide live regional content for new users.
“We did a first of its kind Sa Re Ga Ma Pa grand finale live event in the Kannada market. It was a big event, and we are looking to do more of those. We also brought Jallikattu to those who want to experience it but can’t really be there. We can look at an entire cultural calendar of such events. We look at them as community marketing initiatives as well, where local content, which is not getting as much visibility, gets representation,” said Mahadev.
However, even with such regional content, Ajimon Francis, Managing Director at Brand Finance India, said it will take time for such moves to have a real-time effect. He pointed out that events like Jallikattu are already available for free on YouTube, Facebook and other platforms.
“Making packs is only a tool and live-streaming is an old, outdated phenomenon. The content is going to be the key. The question is, do they have the content? Currently at least, ZEE5 has not been very proactive in acquiring content assets like others,” said Francis.
To ZEE5’s merit, the platform’s Sankranthiki Vasthunam in Telugu clocked 100 million streaming minutes within 12 hours of launch, surpassing initial records set by RRR and HanuMan, while Mrs. crossed 250 million streaming minutes in its first few days, sparking widespread social conversations around patriarchy and marital expectations.
ZEE5 is set to double its content offerings in FY26 with over 130 titles lined up across seven languages, spanning originals, films, non-fiction, and mini-series. The platform is also updating its slate with content tailored for specific audience segments, including micro-dramas via the soon-to-be-launched Bullet app on ZEE5. The platform will also have major releases like the Diljit Dosanjh-starrer Detective Sherdil premiering on June 20.