Zee5 sharpens regional focus as 50% of viewership comes from non-Hindi content

identity ott release

Zee5’s content strategy is becoming increasingly multilingual — and for good reason. With nearly 50 percent of its total viewership coming from non-Hindi language content, the over-the-top (OTT) platform is ramping up its strategies for regional content.

From Tamil thrillers and Telugu dramas to Malayalam comedies and Bengali originals, Zee5 is betting big on local storytelling to tap into India’s diverse digital audience and stay ahead in the crowded OTT race.

Through its newly launched language packs, the streaming arm of broadcaster Zee Entertainment aims to penetrate deeper into the Indian market.

Subscription plans are now available for individual languages, including Tamil, Telugu, Malayalam, and Kannada, at Rs 120 per month. A Hindi combo pack is priced at Rs 220 per month, while Marathi-Gujarati and Bengali-Odia combo packs are available at Rs 120 per month.

"Each of our 7 language plans is backed by a strong and carefully curated slate of original content. The vision is to deepen penetration in Tier II and III towns and beyond, where language, cultural nuance, and authentic storytelling are key drivers of OTT consumption," said Raghavendra Hunsur, Chief Content Officer, Zee Entertainment Enterprises Ltd.

Some of Zee5's upcoming language titles include Detective Sherdil (Hindi), Chhal Kapat: The Deception (Hindi), Sattamum Neethiyum (Tamil), Mothubaru Love Story (Telugu), Inspection Bungalow (Malayalam), Maarigallu (Kannada), Aata Thambhahya Naay (Marathi) and Vibhishan (Bengali) among others.

Regional bet

The platform's high non-Hindi language viewership is prompting it to double down on regional content.

"Today, non-Hindi language viewership accounts for almost half of ZEE5’s total consumption, clearly signalling a need for sharper personalisation and storytelling that mirrors regional identity," said Kartik Mahadev, Zee Entertainment's Chief Marketing Officer.

Hunsur added that 46 percent of their total 4K content consumption comes from non-Hindi languages, reflecting not just demand but the appetite for high-quality, premium storytelling in local languages.

He added that titles like Sankranthiki Vasthunam and Ayyana Mane recorded the highest-ever opening for a Telugu film on ZEE5. Other major successes include Identity (Malayalam), Kudumbasthan (Tamil), Hanu-Man (Telugu), and Max (Kannada), all of which rank among the platform's most-watched South titles. In Tamil, Demonte Colony 2 and Raghuthatha drew strong traction.

Among original shows, Aindham Vedham (Tamil) has not only been a blockbuster but also made a significant mark in Hindi-speaking markets, crossing 200 million streaming minutes, noted Hunsur. "Vikatakavi from the Telugu market crossed the 100 million mark, underscoring the cross-regional appeal of high-quality, localised content."

According to Hunsur, language-first storytelling drives both deeper engagement and broader reach. "Language content represents one of the most significant growth frontiers for the streaming industry in India."

Last year, the focus on regional content continued across streaming platforms, with 48 percent of total content created in regional languages, according to an Ernst & Young 2025 report.

Consumption of content in subtitled or dubbed formats increased and national platforms had an eight-language strategy around content to ensure that original content was present across key markets.

The financials

During the fourth quarter and FY25 earnings call, Punit Goenka, CEO of Zee Entertainment, had said that Zee5 revenue for the quarter was aided by a revised pricing strategy in language packs driving subscriber growth in addition to a sale of non-exclusive rights of the movie Viduthalai Part 2 in March 2025.

"During the year, Zee5 EBITDA (earnings before interest, taxes, depreciation, and amortization) loss reduced by Rs 5.6 billion (Rs 560 crore) to Rs 5.5 billion (Rs 550 crore) from Rs 11.1 billion (Rs 1110 crore) in FY'24. That is about a 50 percent reduction in the EBITDA loss year on year. This is in line with our strategic priorities, and this also reiterates that we remain sharply focused on maintaining a balanced cost structure and driving return on investments to sustain our long-term growth," Goenka had said.

Amit Goenka, President, Digital Businesses and Platforms, Zee Entertainment, recently noted that they aim to reduce Zee5's operating losses by 50-60 percent in FY26.

In FY25, Zee5's revenue increased by six percent to Rs 976 crore year on year, from Rs 919.5 crore in FY24.