Mumbai: ZEE5 has released its FY25 viewership report, highlighting massive growth in audience engagement, the rise of regional storytelling, and the dominance of Connected TV as a viewing medium.
The platform clocked 105 billion minutes of total watch time in FY25, with drama content leading the charge at 40+ billion minutes, proving that emotionally engaging storytelling remains the backbone of Indian OTT consumption. Smart TVs contributed 64% of premium content watch time, reinforcing the shift towards lean-back, high-intent viewing.
South India continues to drive the 4K adoption wave, contributing 46% of total 4K content consumption. Titles such as Aindham Vedham, Paruvu, Thalaimai Seyalagam, and Vikkatakavi emerged among the region’s most-watched. Southern blockbusters including Sankranthiki Vasthunam, Hanu-Man, and Identity also dominated viewership. Bengali content surged strongly too, placing it among the Top 3 languages across Hindi-speaking markets (HSMs).
One of ZEE5’s standout hits of the year was the original film Mrs., starring Sanya Malhotra, which debuted in February 2025. The film recorded ZEE5’s biggest-ever opening weekend with 150 million streaming minutes, sparking nationwide conversations on gender roles, societal expectations, and women’s agency.
Raghavendra Hunsur, Chief Content Officer, Zee Entertainment Enterprises Ltd., said, “Truly impactful content is the result of deep cultural intelligence and a granular understanding of audience behavior. Our strategy is driven by robust data and consumer insights that reveal not just what people are watching, but why. Across India, viewers consistently seek stories that reflect their lived realities—their language, values, and evolving aspirations. With regional drama and culturally grounded narratives emerging as the strongest drivers of engagement, especially on Connected TV, our platform strategy is well-aligned with how India actually consumes content, and accordingly curating titles that deliver emotional resonance, linguistic authenticity, and high production value.”
Key Findings from ZEE5’s FY25 Report
- Gyaarah Gyaarah (Hindi) was the most-watched web series across India, while Aindham Vedham and Thalaimai Seyalagam dominated the South.
- 64% of premium content watch time came from Connected Devices.
- Prime time bingeing peaked between 7 PM–11 PM, contributing to half of total daily viewership.
- 4K pack adoption doubled in FY26, led by southern markets.
With its language-first strategy and strong focus on culturally rooted storytelling, ZEE5 continues to cement its leadership in India’s rapidly evolving OTT landscape, where audiences increasingly prefer immersive stories in the languages they connect with most.
