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With 76.4 mn MAUs in June 2019, ZEE5 continues its strong run

ZEE5, the digital business of Zee Entertainment Enterprises Ltd (ZEEL), reported 76.4 million global monthly active users (MAUs) and 6.6 million daily active users (DAUs) in the month of June. 

With an expanding line-up of exclusive content and tie-ups with partners in the digital eco-system, ZEE5 continued to strengthen its position as the go-to platform for on-demand entertainment. 

ZEE5 has just got on board Essence, the global data and measurement-driven media agency from GroupM, as its integrated media agency of record. The key media mandate includes the subscription video on demand (SVOD) business, covering both the digital brand and performance mandates, as well as offline media and search engine optimisation duties for ZEE5 India. 

In its financial performance statement for the first quarter ended June 30, 2019, ZEEL stated that In June 2019, ZEE5 had 76.4 million MAUs globally, while the platform had a global DAU base of 6.6 million in June 2019. It was also stated that ZEE5 users spent an average of 33 minutes per day on the platform. 

Earlier, in his address to shareholders, Punit Goenka, Managing Director and CEO, ZEEL, had said, “I am pleased to see ZEE5 emerge as one of the fastest growing OTT platforms in a crowded Indian market, reaching 61 million monthly users within a year of launch.” 

Strong line-up of Original content  

ZEE5 continues to expand its catalogue of digital exclusive content to cater to its diverse consumer base. During the quarter, ZEE5 launched 18 Original shows and movies, of which 7 were in regional languages. The platform is building it content library on the 3 Rs – Real, Relevant, and Resonant, and continues to experiment with new genres and concepts. 

Also read: Amit Goenka charts out ZEE5 growth & content strategy; 70 Originals on the anvil 

With shows like ‘Kaafir’ and ‘Bombers’ (Hindi), ‘Water Bottle’ (Bengali), ‘Thiravam’ and ‘Postman’ (Tamil) and movies like ‘Badnaam Gali’ (Hindi), ‘Onek Diner Pore’ (Bengali), ZEE5 aims to push the content boundaries across languages. To enable access to a wider consumer base, every original content is dubbed in six languages along with English subtitles. With a growing catalogue of original content and premium movies, ZEE5 has established itself as the destination for consumers looking for differentiated content. 

Partnerships across the value chain 

In its endeavour to reach a wider consumer base, ZEE5 is entering into partnerships with players across the digital eco-system. ZEE5 is already integrated with all the major telecom networks and connected devices, driving higher reach and engagement. During the quarter, ZEE5 entered into partnership with Hathway and ACT Fibernet to offer bundled package to consumers. To expand its footprint, ZEE5 has tied up with players in the online eco-system like Myntra, Qwikcilver, Netmeds and Gaana.com. 

To improve the consumer experience, ZEE5 is collaborating with some of the leading OTT technology companies. ZEE5 recently announced a strategic partnership with Israel-based Optimove to bolster the performance of the platform based on a suite of services backed by insight, engagement and optimisation. It also announced a collaboration with Applicaster, one of the leading global cloud platforms for media app development and management in the media space. 

ZEE5’s expanding presence in international markets 

Following the launch in priority APAC markets, ZEE5 commenced marketing activities in the neighbouring countries to leverage its language and content affinity. After #sharethelove and #dilsedesi campaigns saw great traction, ZEE5’s ‘Extreme Emotion’ campaign introduced ZEE5 to mainstream audiences who love Indian content. ZEE5 is entering into partnerships across the region with several distribution platforms. To tap into the existing demand for Indian content in several markets, it also soft-launched dubbed content in 5 international languages. The roll-out in APAC will be followed by MENA, Europe, Canada and Caribbean markets. 

Also read: ZEEL Q1 FY20 revenues up 13.3%; domestic ad revenues slow down to 4.2%

Commenting on ZEE5’s performance, Punit Goenka said, “ZEE5 continues its strong run and is working towards achieving its aim of becoming India’s #1 digital entertainment platform. In the international markets, it has seen an encouraging response in the initial phase. I am confident that with its strong content line-up and partnerships with leading players in the digital eco-system, value proposition of the platform and engagement with the consumers will continue to improve.”

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