Mumbai: Homegrown video streaming platform, ZEE5, has reported a significant rise in viewership trends between July 2023 and July 2024, highlighting a shift towards regional language content, increased consumption in non-metro cities, and a growing preference for high-quality streaming options. The platform’s data reveals a dramatic surge in 4K streaming, particularly in South and North India, as well as a continued growth in time spent per user.
Key insights from the report include a 278% increase in 4K viewership in South India and a 310% increase in North India, with Uttar Pradesh and Delhi leading the way. The data also reveals that 40% of ZEE5’s audience now comes from Tier 2 and 3 cities, with metro cities like Hyderabad, Mumbai, Bengaluru, and Delhi at the forefront of content consumption. Moreover, ZEE5 has observed a 25% annual growth in time spent per user, further underscoring the platform’s increasing engagement.
Regional languages, including Tamil, Telugu, and Kannada, are driving a significant portion of viewership, contributing to 50% of the total consumption on ZEE5. The report also highlights a preference for drama and romance genres, which together account for 105 million watch-time hours. South Indian audiences, in particular, have driven a notable rise in drama content, with Malayalam, Telugu, Tamil, and Kannada viewers showing exponential growth in their watch-time for this genre.
Rise in Connected TV Streaming
A key trend emerging from the data is the rapid adoption of connected TV devices, especially in metro cities. ZEE5 reports that 65% of users in urban areas are now watching movies on connected devices, indicating a shift towards larger-screen experiences in home entertainment.
Commenting on the trends observed, Manish Kalra, Chief Business Officer at ZEE5 stated, “In the last one year, we have released several titles within our post-theatrical and original content library. The audience has spent a total of 85 billion minutes from July 2023 – July 2024 on the platform, with viewership coming in from multiple audience cohorts and geographies. With the vision of being the portal of choice for billions of viewers, we will continue to bring diverse and engaging content, with a prime focus on quality storytelling. It has been a good year for us. Our titles have received great reception from audiences not just in India but also from the global diaspora. Staying true to our commitment to bring best-in-class entertainment to our viewers, ZEE5 will continue to partner with the best talents in the creative ecosystem, enhance viewing experience further, and bring forth stories that delight, engage, and entertain.”
Chart-Topping Content
The report also reveals the most-watched content on ZEE5 over the past year. The film Sirf Ek Bandaa Kaafi Hai topped the charts in direct-to-digital movie viewership, while the original series Taj emerged as the most-watched series of the year.
ZEE5 continues to be a key player in India’s competitive streaming landscape, with a strong focus on regional content, technological innovation, and a user-centric approach to storytelling.
As ZEE5 looks ahead, it plans to expand its partnerships with top creative talents and further enhance the viewing experience, continuing its mission to be the platform of choice for billions of viewers worldwide.
Here are the key highlights of the data from July 2023 – July 2024:
- ZEE5 Streaming on Connected Devices Soars in Indian Metros with 65% of users watching movies on connected devices
- 2024 sees significant rise in 4k streaming; ZEE5 reports 278% surge in South India and 310% in North India, with Uttar Pradesh and Delhi leading the race
- ZEE5 recorded a 25% annual growth in time spent per user
- Drama and Romance lead with 105M Watch-Time Hours, followed by Action and Thriller’s 32M Watch-Time Hours
- Tier 2 cities prefer a mix of Romance and Drama, while 6 Out of 9 Indian Metros cited Dramas as their preferred genre
- South Indian viewers contribute most significantly to Drama’s popularity: Malayalam, Telugu, Tamil, and Kannada Viewers see exponential watch-time increase for the genre on ZEE5
