ZEE5 Global, the streaming platform for South Asian content, has reported over 150 pc increase in its connected TV user base in the United States and a 75 pc jump in viewership over the 2022. According to the platform, this has been driven by 4K content launches and an increasingly personalised and improved user interface.
The platform recently shared a look into viewership trends of South Asians and South Asian content in the US, pointing to a 35 pc y-o-y increase in content consumption over 2022 and a 46 pc growth in watch time of original content.
Driving the Connected TV growth are Smart TVs, Google TVs, and Amazon Fire TV, among which the Amazon Fire TV registered the highest growth in consumption in the last year, closely followed by Smart TVs.
ZEE5 Originals like Maya Bazar – For Sale, Vyavastha, and Abar Proloy, as well as blockbuster movies like Sirf Ek Bandaa Kaafi Hai, Kisi Ki Bhai Kisi Ka Jaan, and Tarla were the most-watched titles in their respective categories. More than 83 pc of the viewership of movies is seen on connected devices, the data reveals.
TV also constitute a significant share of content watched on connected TVs, with the category witnessing 3x y-o-y increase in viewership, informed a platform statement. Hindi, Telugu, Bangla, and Marathi TV shows were the most watched with viewership peaking on weekdays, particularly on Thursdays and Wednesdays. Legacy titles, such as “Kundali Bhagya,” “Bhagya Lakshmi,” and “Kumkum Bhagya” account for a significant portion of the content watched.
Leading these trends was the city of San Jose. ZEE5 data reveals the city to be the highest consumer of content on connected devices in the US, with close to a 2x increase in users.
Archana Anand, Chief Business Officer, ZEE5 Global, said, “We are thrilled to see the rapid growth in viewership in the US and how well our content has resonated with a diverse South Asian audience. Connected TVs have seen the highest increase in viewership in the last year especially on the back of our 4K content launches, becoming the preferred choice for viewers who seek a larger-than-life content experience while watching our rich library and blockbuster movies. We are committed to meeting the evolving preferences of our viewers by bringing them a seamless and enriching entertainment experience on the devices of their choice.”
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