ZEE5, the popular streaming platform from Zee Entertainment, is honing its strategy on family-friendly content, advanced technology, and cost-efficiency to fuel growth while reducing losses, according to Chief Business Officer Manish Kalra. This approach has enabled the platform to increase both advertising and subscription revenues while effectively cutting operational costs, as reported by The Economic Times.

In the quarter ending June 2024, ZEE5 demonstrated its commitment to sustainable growth, reducing its operating loss by 48% to Rs. 177 crore, while revenue grew by 16% to Rs. 223 crore. Kalra emphasized that ZEE5 is focused on enhancing productivity and efficiency without compromising the quality of its content. The platform aims to continue delivering best-in-class content while avoiding overspending, unlike some industry competitors.

ZEE5 has identified Hindi, Bangla, Tamil, and Telugu as key markets for original shows and movie acquisitions. To further expand its reach, the platform plans to introduce original content in Kannada, Malayalam, and Marathi, building on its success with regional movie acquisitions. Notably, regional content already accounts for more than 50% of ZEE5’s total watch time, with nearly 40% of subscriptions coming from cities outside the top 20, making this a critical area for audience growth.

With an eye on efficiency, ZEE5 is leveraging advanced technology to streamline operations and reduce costs, while also doubling down on family-oriented content to appeal to a broader audience. This strategy has helped the platform sustain its growth trajectory, even as it seeks to expand its footprint in regional markets and tier-2 and tier-3 cities, where demand for localized content is on the rise.

Key Highlights:

• ZEE5 reduces operating losses by 48% while growing revenue by 16% in the June quarter.
• The platform focuses on cost efficiency and family-friendly content to drive growth.
• Key regional markets include Hindi, Bangla, Tamil, and Telugu, with plans to expand in Kannada, Malayalam, and Marathi.
• Regional content makes up over 50% of ZEE5’s watch time, with 40% of subscriptions from cities outside the top 20.