ZEE5 viewership insights highlight India’s evolving binge patterns; read to know more

Zee5 viewership data

ZEE5's internal data for FY25 provides an insightful look at how audiences are consuming content on the domestic OTT platform as streaming habits become more individualised and time-sensitive.

With a huge library that spans many languages, formats, and genres, ZEE5 keeps improving its programming and user experience by closely examining how viewers behave in real time.

The results show a notable preference for drama, which continues to be the most-watched genre on the platform. Drama surpassed all other genres with an astounding 13 billion watch minutes, demonstrating its enduring appeal and profound emotional resonance with Indian audiences of all demographics.

ZEE5 recorded 105 billion watch minutes overall, which is a definite sign of the platform's growing user loyalty and widespread use throughout India. Interestingly, South India is now a significant contributor to ZEE5's high-definition streaming numbers.

The region's 46% share of all 4K content consumption is indicative of a tech-savvy, highly engaged audience that is becoming more and more interested in high-end visual experiences.

The increase in evening viewership is among the most prominent behavioural trends to show up. With the prime binge window occurring between 5 and 11 PM, more than half of ZEE5's streaming now takes place after 7 PM. This organised viewing pattern suggests that viewers are choosing to watch several episodes at once rather than intermittently as a way to decompress after a demanding day.

Additionally, ZEE5's initial content strategy seems to be working. The most-watched web series in all Hindi-speaking markets is Gyaarah Gyaarah, which is co-produced by Karan Johar's Dharmatic Entertainment and Guneet Monga Kapoor's Sikhya Entertainment. This performance emphasises even more how important gripping stories and high-profile partnerships are to drawing in devoted audiences.

Also Read: Sanam Teri Kasam's Harshvardhan Rane publicly snubs Pakistani actress Mawra Hocane; read to know more 

Commenting on these insights, a ZEE5 spokesperson shared,

“At ZEE5, we closely monitor how our audiences interact with our content, not just what they watch, but when and how they prefer to engage. This allows us to stay in tune with evolving viewer preferences. Our findings this year indicate a strong affinity for drama, compact formats, and structured evening binge sessions…”

Despite being unique to ZEE5's ecosystem, the data points provide a more comprehensive view of India's changing digital entertainment scene, where time-conscious viewing, emotional storytelling, and top-notch experiences are influencing how people will consume content in the future.