ZEE5 is boldly reimagining its multilingual streaming platform as it undergoes a significant brand transformation and strategic shift, aimed at capturing the next wave of digital entertainment consumption. This move is particularly timely as the demand for diverse content grows among audiences across various regions.

The platform has introduced a fresh brand identity, centered around the slogan “Apni Bhasha, Apni Kahaniyan” (Our Language, Our Stories), which reflects a commitment to multilingual content. Amit Goenka, president of digital services and platforms at Zee Entertainment Enterprises Ltd, describes this evolution as a return to the service’s foundational principles after a prolonged focus on Hindi-language national content.

“Since the launch of ZEE5 in 2018, we have always prioritized language diversity in our offerings,” Goenka shares with Variety. “The market dynamics were different back then. Now, there’s been a noticeable shift, especially as smaller cities and tier two and tier three cities embrace OTT platforms. This led us to believe that it’s the perfect time to realign with our original focus on deep linguistic engagement.”

In line with this strategic pivot, ZEE5 is significantly increasing its content production. The platform plans to roll out over 120 new titles in FY26, which is more than double the approximately 60 titles scheduled for FY25. This ambitious plan aims to cater to a diverse audience and enhance user engagement.

“Bollywood continues to resonate on a global scale, and I consider this to be ZEE’s unique strength. We launch numerous films every year that are exclusive to ZEE5,” Goenka states, highlighting the platform’s strategy to leverage its strong film content to attract viewers worldwide.

The language-centric approach extends beyond India’s borders, as ZEE5 customizes its international offerings for global diaspora communities. Goenka elaborates on the geographic preferences: “In the Middle East, our content is tailored towards south Indian languages, with Malayalam being the most prevalent. In the U.S. Bay Area, we primarily cater to Telugu and Tamil-speaking audiences. In the tri-state area, we see a mix of Hindi, Marathi, and other languages, while Canada has a strong focus on Punjabi content.”

The platform’s technology now adjusts automatically based on user location. “For instance, if a new user logs in from Chennai, the interface will default to Tamil,” Goenka explains. “They will receive a prompt to select their preferred language, ensuring that content is displayed in the language of their choice, thereby enhancing the user experience.”

This transformation encompasses more than just content curation. “The overall user experience on the platform is being realigned to prioritize language and cultural relevance,” Goenka adds. “Users will notice a distinctive experience when accessing ZEE5 in different regions, reflecting our commitment to localization.”

ZEE5 is also venturing into previously underrepresented languages. It recently launched the Kannada series “Ayyana Mane” and has plans for originals in Marathi, Malayalam, and Bengali. The upcoming lineup spans multiple genres, including “Detective Sherdil” (Hindi), “Sattamum Neethiyum” (Tamil), “Mothubaru Love Story” (Telugu), “Inspection Bungalow” (Malayalam), “Maarigallu” (Kannada), “Aata Thambhahya Naay” (Marathi), and “Vibhishan” (Bengali), showcasing a commitment to diverse storytelling.

The content strategy is deliberately expanding into uncharted territories. “We are venturing into new genres that go beyond traditional family dramas, which ZEE is primarily known for,” Goenka explains. “Our focus is now on genres that have the potential to thrive in international markets, including crime and various other narrative styles.”

Unlike many other streaming competitors that are heavily investing to secure market share, ZEE5 has achieved a positive cash flow in its international markets — a significant milestone, especially in an industry plagued by high customer acquisition costs.

“ZEE has always been a profit-oriented organization,” emphasizes Goenka. “Our primary goal is to achieve positive EBITDA. We’ve already reached this milestone in our international markets and have also achieved EBITDA positivity on the digital side, which is a remarkable accomplishment, especially considering the high customer acquisition costs we face.”

The commitment to financial discipline is yielding positive results. “For instance, last year we halved our losses. This year, we anticipate even greater improvement. We are aiming for impressive numbers this year,” Goenka reveals, showcasing ZEE5’s robust financial strategy.

Success metrics vary based on market dynamics. “Globally, our product offerings aren’t uniform,” he explains. “In some markets, we operate on a subscription-only model, while in others, we utilize both ad-supported and subscription models. This variability requires tailored strategies. From an advertising perspective, user engagement is paramount. In subscription markets, attracting and retaining subscribers is our key performance indicator.”

ZEE5 is also preparing for the next frontier: vertical storytelling. The platform has formed a strategic partnership with startup Bullet, investing in the micro-drama specialist that will integrate its content within the ZEE5 ecosystem, aiming to attract new audiences.

“We have no choice as a content provider — we must cater to all demographics. Thus, it’s not a question of whether we will pursue this direction but rather when,” Goenka states about entering the realm of vertical storytelling.

India is relatively new to the micro-drama trend compared to neighboring China, where revenue from this format reached $6.9 billion, surpassing local box office earnings for the first time, according to DataEye statistics. Various projections suggest that the micro-drama market size could swell to $14 billion by 2028 in China alone.

“This has been a topic of internal debate for some time, and we all concur that entering this space is crucial,” Goenka remarks. “If we aim to engage younger audiences, this is the next battleground.”

The Bullet partnership marks ZEE5’s inaugural venture into ultra-short content creation. “We have never produced 90-second or two-minute episodes before,” Goenka admits. “This will be a first for us, and we are hopeful that this partnership will bring the necessary expertise into our fold.”

Goenka candidly shares his personal views on the format: “I’m not part of that generation, so I don’t fully grasp its appeal. However, as a company, we’ve never ventured into this type of content before, so it will be experimental, and we’ll evaluate what resonates with our audience.”

A major UI/UX overhaul is scheduled for later this year — the first in seven years — incorporating enhanced recommendation and personalization features powered by AI technology.

“Technology is a significant focus for our company moving forward,” Goenka explains. “By the end of the year, you will see a range of personalized recommendations, which we haven’t prioritized until now. Our primary focus has been on delivering excellent content, but we are now shifting our attention to enhancing the overall user experience.”

This shift reflects changing consumer expectations. “Previously, our focus was solely on delivering high-quality video content. Now, consumers demand a superior experience. They want the ability to seamlessly search for content, making content discovery ever more critical as we move forward,” he adds.

ZEE5 is accelerating its partnership integrations after resolving previous technical challenges. “In the past, integrating with various partners was a significant hurdle,” Goenka notes. “Our focus on technology has allowed us to categorize partners into groups: telco ISPs, other online players, OTT providers, and e-commerce players. We can also establish marketing collaborations with banks and other entities.”

The upgraded infrastructure is yielding positive results. “We’ve developed the capability to integrate much more rapidly with these partners. As a result, you will see us launching many more partnerships in the near future, and we can close deals more easily. While technical integrations have historically been tough, we believe we have largely overcome those challenges,” he explains.

The global strategy is heavily reliant on partnerships. “Marketing, especially outside India, can be incredibly expensive, and due to the fragmented nature of these markets, reaching the audience is quite challenging,” Goenka explains. “Thus, forming partnerships is the right approach to effectively penetrate these markets.”

“We cannot focus on the entire world — we must choose our battles wisely,” Goenka states regarding ZEE5’s direct-to-consumer expansion strategy. “We are strategically selecting concentrated markets where the Indian diaspora or South Asian communities are prevalent.”

With profitability secured globally and an ambitious plan to double content production, ZEE5’s return to its multilingual roots signifies a strategic commitment that authentic, localized storytelling, combined with technological advancements, will set it apart in an increasingly competitive streaming landscape.