While the Coronavirus lockdown has pushed the Indian film industry into the doldrums, it has proved to be a blessing in disguise for streaming TV. With content on OTT platforms such as ZEE5, AltBalaji, Netflix, Amazon Prime, MX Player, among others, the only source of entertainment for deprived viewers amidst the Coronavirus lockdown, almost every streaming platform in India has registered an exponential increase in subscribers and average hours people spent watching content on that particular platform. Yet, there is one platform that has outperformed every other platform out there, raking in viewers, subscriptions and appreciation. It’s ZEE5 we’re talking about.
As per Tarun Katial, CEO of ZEE5, the homegrown platform has registered an eye-popping 200% growth in viewership numbers during the lockdown period. ZEE5 now has around 50 million monthly active users and 4 million daily active users in its kitty. Not only that, it is the only pan Indian streamer to have made deep inroads into Tier II and Tier III towns.
While Netflix and Amazon Prime Video have more currency in urban markets, ZEE5 has endeared itself to semi-urban viewers. Affordable price points, relatable content that is rooted in Indian ethos, and a commendable choice of regional languages on the ZEE5 streaming app are the primary reasons for the above.
Another reason that may have contributed to drawing viewers to ZEE5 is its strategy of choosing positive, optimistic and uplifting content for its platform. Chintu Ka Birthday, Atkan Chatkan Pareeksha, Mee Raqsam etc all give out a strong message of hope and success for those that stick it out till the end. It also has a considerable library of original shows, both upcoming and the already-released.
All said and done, this late entrant into the streaming space has carved out a sizeable chunk for itself from the Indian streaming pie. Let’s see whether ZEE5 is able to sustain the momentum after things go back to normal post Coronavirus. Until then, ZEE5 will certainly maintain its position as the undisputed leader of homegrown streaming platforms.
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