Increase in Non-Hindi Viewership on ZEE5 Predicted for 2025
In a move to better serve the diverse linguistic preferences of its target audience, ZEE5, the popular Indian streaming platform, is introducing language-based subscription plans in the US. This strategy is crucial for ZEE5's growth in the multicultural US market, which boasts a large and diverse South Asian diaspora speaking multiple languages such as Hindi, Tamil, Telugu, and others.
The language-based subscription plans allow ZEE5 to offer more personalized and localized content, improving user retention by providing relevant entertainment experiences aligned with language and cultural nuances. The pricing for these plans varies, ranging from $10 to $25 depending on the number of languages included.
This approach is designed to make content more accessible, potentially attracting a broader subscriber base. As competition grows in the OTT (over-the-top) streaming landscape, tailored plans like these help ZEE5 gain market share among South Asian immigrants in the US.
ZEE5's belief in the importance of language extends beyond just offering content in multiple languages; it sees language as a reflection of identity, culture, and belonging. Amit Goenka, President of Digital Businesses and Platforms at Zee Entertainment Enterprises Ltd, has stated that ZEE5 introduced a subscription plan based on language interests.
The language-led commissioning approach at ZEE5 allows them to greenlight projects tailored to the cultural and emotional contexts of their specific audiences. This approach is reshaping the commission, development, and production of content, almost like operating seven different studios for the seven key languages.
The transformation at ZEE5 goes beyond content curation, with plans for a major user interface/user experience revamp later this year that will bring in much stronger AI-led recommendation and personalization. The language content consumption is growing rapidly in international markets, and ZEE5 may evaluate the opportunity to launch similar language-led propositions in international markets as well.
The development at ZEE5 is already showing results. Almost 50% of ZEE5's total viewership comes from content in non-Hindi languages, with an even more pronounced pattern among international diaspora audiences. Strong performers on the platform include Identity (Malayalam), Kudumbasthan (Tamil), Max (Kannada), and Hanu-Man (Telugu). Sankranthiki Vasthunam and Ayyana Mane rank on top among standout performers on the platform this year so far for the Telugu language.
The ZEE5 app customizes language as per location, defaulting to Tamil if someone logs in from Chennai, with an option to choose the language as well. The language-specific subscription plans are currently live exclusively in India, but Goenka asserts they are soon bringing it to the US markets.
As ZEE5 continues to evolve, it is poised to become a leading player in the global streaming market, catering to the diverse linguistic preferences of viewers around the world.
- Amit Goenka, the President of ZEE5, discussed the introduction of language-based subscription plans in an interview, emphasizing that this strategy is critical for catering to the diverse financial, technological, and entertainment needs of the South Asian diaspora in the multicultural US market.
- As part of its commitment to language and identity, ZEE5's commissioning approach involves greenlighting projects tailored to the cultural and emotional contexts of specific audiences, utilizing technology to create customized user experiences and personalized content recommendations for each language group.
