ZEE5’s growth in 2024 led by regional content and family-friendly storytelling
ZEE5, one of India’s leading streaming platforms, witnessed remarkable growth in 2024 with a focus on regional languages and family-oriented content. Regional consumption now represents almost 50 percent of viewing figures, while audience involvement has clearly increased. This year, the platform reported a 25 percent increase in time spent per user, indicating that the focus on relatable and diverse content for Indian viewers was positively received. Moreover, ZEE5’s efforts to reach out to non-metro areas have paid off with nearly 40 percent of its viewers now coming from Tier II and Tier III cities. This shift reflects an increasing demand for content that appeals to diverse linguistic and cultural audiences in India.
Regional success and greater involvement
In the second quarter of FY25, Zee Entertainment Enterprises Limited (ZEEL) saw its subscription revenue grow 9.25 percent to Rs 969.9 crore. This growth is partly due to the increasing appeal of ZEE5’s regional offering, especially in non-Hindi languages such as Tamil, Telugu, Kannada and Bangla. According to ZEEL’s Chief Business Officer, Manish Kalra, a large portion of ZEE5’s subscriber base is looking for culturally rich stories that are relevant and reflective of Indian life. The year also saw an increase in 4K streaming, especially in South India and North India, led by states like Delhi and Uttar Pradesh.
Focus on family-friendly content
With family viewing gaining traction on the platform, Kalra explained ZEE5’s unique focus on family-friendly stories. While many OTT platforms focus on individual experiences, ZEE5 aims to provide content suitable for shared viewing with the entire family. With more than 70 percent of its premium content watched on connected TVs, ZEE5 ensures its productions remain accessible and engaging to audiences of all ages. Kalra noted that cultural preferences in India often limit comfort with certain themes in shared environments, pushing ZEE5 to offer high-quality content without compromising on family values.
Genre trends and future content plans
Romance, comedy and drama account for 65 percent of ZEE5’s viewership, indicating a demand for light, engaging stories that resonate with Indian families. ZEE5 plans to continue prioritizing family-friendly genres and introduce new formats including non-fiction shows in the coming year. The platform also introduced a festive subscription offer of Rs 199, which Kalra says has attracted a significant number of users.
