Archana Anand on ZEE5 Global’s gameplan to be primary destination for South Asian content

ZEE5 Global, a leading streaming service for South Asian content, has announced a groundbreaking move to aggregate various South Asian streaming platforms within its platform through the launch of Add-ons in the US. This strategic initiative offers US subscribers a seamless experience, providing access to diverse South Asian entertainment platforms directly on the ZEE5 Global platform, with Add-ons pricing starting from just $1.49.

ZEE5 Global Add-ons include content from platforms like Simply South, Oho Gujarati, Chaupal, NammaFlix, EPIC ON, and iStream, with more platforms set to join. This marks the first time that Gujarati content will be available on ZEE5 Global.

During a media round table, Archana Anand, Chief Business Officer, ZEE5 Global, shared with the media about the new launch, their expansion plans, viewership metrics, and much more.

Archana Anand shared insights into ZEE5’s global viewership metrics, emphasising its presence in 197 countries. The United States stands out as the leading market, commanding an impressive 57% market share. Other significant markets include the Middle East, the UK, Australia, Singapore, and regions with a notable South Asian presence.

Anand disclosed that ZEE5 Global had reached 240,000 active users in October, with a particular emphasis on the South Asian diaspora in the United States. She expressed a vision to extend the platform’s reach beyond Indian audiences, citing instances of South Asian movies like ‘RRR’ gaining popularity among a diverse audience, including American teenagers.

She highlighted the impact of blockbuster movies like ‘RRR’ on ZEE5’s global viewership. She noted that while marketing originals globally can be challenging, strategic targeting through partnerships and understanding regional nuances has contributed to the platform’s success.

Addressing the question of free streaming, Anand highlighted the platform’s conscious decision to adopt a subscription-based model in the US due to the strong affordability within the South Asian demographic. She emphasised the success of this approach and the platform’s strategic marketing campaigns.

Looking ahead, Archana Anand expressed the goal of doubling ZEE5’s subscriber base and becoming the primary destination for South Asian content. The platform’s extensive language offerings, covering twelve languages, position it uniquely to understand and cater to the diverse preferences of South Asian audiences.