ZEE5 has maintained a perfect balance in the two halves of India. The platform focuses not only on Hindi audiences but brings a lot on Tamil and Telugu originals. Lately, they have also stepped into Malayalam content with Manorathangal. And thankfully, the platform is getting a very warm response. Looking at the data, almost half of the audience of ZEE5 comes from the regions where Tamil, Telugu, Kannada and Malayalam are spoken.
Languages like Tamil, Telugu, and Kannada are leading this trend, now making up about 50% of the total content watched on the platform. This strong demand for regional content shows how ZEE5 is connecting with audiences across India, especially in South and North India. Interestingly, viewers are also moving towards high-quality streaming, with a large surge in 4K streaming in these regions.
When it comes to genres, drama and romance are big favourites. Together, they account for a whopping 105 million hours of watch-time, with South Indian audiences particularly driving up drama viewership. Languages like Malayalam, Telugu, Tamil, and Kannada have seen a sharp rise in hours spent watching drama series.
Overall, ZEE5’s growth in regional and high-quality streaming shows that more viewers are coming online for diverse content that resonates with them in their own languages. And the platforms that still ignore the massive potential down south have a lot to lose.