- ZEE5 was launched in February 2018 after merging Ditto TV and OZEE.
- ZEE5 is aiming to increase its user base to 80 million by March from the 70 million app downloads recorded till March 2019.
Last week Netflix announced a strategy to roll out the plan nationally, as the user growth has been sluggish in the home market the US after testing an Rs. 250 monthly plan since March.
ZEE5 Chief Executive Tarun Katial told PTI in an interview, “ We plan to test mobile-only pack for users who want to watch content on-the-go at low prices and with a limited number of ads with an option to choose the ads in return of a lower subscription rate.”
Katial also said that the platform has been successful and is already getting advertisers across the spectrum on the platform and hinted that so far regional content has been getting higher demand.
He is very determined on making it big on the ad revenue front, saying advertising on the platform will show a substantial growth going forward.
ZEE5 is aiming to increase its user base to 80 million by March from the 70 million app downloads recorded till March 2019.
Our user base growth strategy is totally based and dependent on partnerships, content, and technology as he said.
Katial also mentioned that from a technology point of view, they have partnered with over 30 companies across the globe who are experts in the OTT space which includes smart TV manufacturers and connected device makers such as Amazon Fire Stick.
ZEE5 has also partnered with Airtel, Vodafone Idea, and Reliance Jio which helps them in reaching consumers of tier-2 and tier-3 cities.
Adding on these partnerships are also helping in joint marketing campaigns.
The company also plans to roll out innovative packages along with its new ad proposal which will increase the revenue and highlight the already successful regional subscription packs in the local languages such as Marathi, Tamil, Kannada and many more.
Origin of ZEE5
In February 2018 Zee clubbed Ditto TV and OZEE platforms to introduce an all-new OTT service called ZEE5, which had content in 12 languages across multiple formats from web series to movies to regular TV content from the vast network of 45 ZEE channels. ZEE5 gained 61.5 million users in 12 different languages in one year since its launch. These users are only on ZEE5 and don’t include viewers coming from any of their partners.
With ZEE5 already making strides in the OTT market, the app-only plans can certainly take them to the new base of audience and boost their revenue.