ZEE5 Global Aims To Bring Indian Content Under One Roof In The US, Forges Partnerships With 6 OTTs

ZEE5 Global is planning to integrate various South Asian streaming platforms through the introduction of Add-ons in the United States, a new offering on the streaming service.

The platform announced partnership with streaming platforms offering content across languages like Simply South (content in South Indian languages), Oho (content in Gujarati), Chaupal (content in Punjabi, Bhojpuri and Haryanvi), NammaFlix (offering content in Kannada), EPIC ON (Hindi) and iStream (Malayalam). Under its add-on feature, ZEE5 Global plans to add at least six more streaming platforms.

“Add-ons will bring the best of South Asian content from multiple streaming platforms within ZEE5 Global for the diaspora in the US and soon globally, and at the best possible value,” said Archana Anand, chief business officer of ZEE5 Global.

ZEE5 Global’s Add-ons aim to simplify the streaming experience for US users with one app, one login, and unified billing. Anand added that the new offering will help address challenges such as content and consumer fragmentation.

ZEE5 Global introduces Add-ons starting from $1.49.

The strategic move comes as the US market currently ranks as the second-largest market for ZEE5, after India, making it the largest contributor to the platform’s international subscription revenue and viewership. It recorded a 35 percent year-on-year (YoY) increase in viewership in 2023.

“As digital entertainment consumption and delivery models evolve in the global landscape, addressing the growing consumer demand for engaging content and a seamless, personalised experience that combines accessibility and affordability is the need of the hour. With the launch of our aggregator platform ZEE5 Add-ons, we aim to unite the entertainment ecosystem for the discerning viewer to build a robust monetisation opportunity for multiple players in the global markets,” Amit Goenka, president – Digital Businesses and Platforms, ZEE Entertainment Enterprises Ltd said.

Zee Entertainment Enterprises Ltd reported a 9% rise in consolidated net profit at INR 123 Cr for the quarter ended September 30, 2023. Zee’s total expenses rose 23% due to higher content costs in movies and investment in ZEE5, its streaming platform.

Understanding the significant potential of the Indian diaspora as a global audience, numerous Indian OTT platforms have embarked on expanding their reach internationally. In the overseas markets, OTT apps have shifted to a subscription-based model, contrasting with the freemium model that they typically offer in India.

Sony Pictures Networks India’s OTT platform SonyLIV recently expanded its services to South Africa, Mauritius, Jamaica, Guyana, and Trinidad and Tobago in a bid to widen its user base to connect with the Indian diaspora in these nations, as well as with new audiences and communities globally.