MUMBAI: ZEEL's (Zee Entertainment Enterprises Ltd) digital venture ZEE5 has recorded a peak DAU (Daily Active Users) base of 11.4 million in December 2019. Along with more users flocking towards the platform, the engagement has also gone up to 140 mintues watch time every month during the third quarter. The media conglomerate has revealed the statistics in its third-quarter result. 

During the quarter, ZEE5 ramped up its quantity of content, updated user interface and widened the distribution. The platform launched 26 original shows and movies, of which 14 were in regional languages. Moreover, a refreshed ZEE5 Progressive Web App (PW A) was released in December to enable a seamless user experience on mobile web.  The launch led to improvement in user engagement metrics across all parameters.

Content slate for the quarter:

After the success of the first season, the second season of Rangbaaz was premiered in December. The show was an instant success, garnering the highest video views and viewers on the day of launch for any show. Digital premieres of movies like Jabariya Jodi, Judgemental Hai Kya, Dream Girl, Saandh ki Aankh brought new users to the platform. In the regional space, Kaale Dhande in Marathi, God of Dharmapuri in Telugu and Karoline Kamakshi in Tamil were critically acclaimed and received positive reviews from users.

Partnerships forged in the quarter:

During the quarter, ZEE5's partnership with Tata Sky Binge and IRCTC went live, accelerating subscription growth. ZEE5 is the only OTT platform integrated with IRCTC. To leverage the rapidly growing penetration of smart TVs in India, ZEE5 has inked deals with leading smart TV brands for placement of hotkey on their remotes.

International expansion:

ZEE5's international expansion is seeing initial signs of success in the APAC and MENA regions which has close affinity to Indian content. A mix of high-decibel marketing campaigns along with partnerships with local telecom operators in key target markets like Bangladesh, Sri Lanka, UAE, among others is helping increase the platform's reach.

“We also continue to invest in original content for ZEE5, to create a rich content library that will make it a really compelling offering for consumers,” ZEEL MD and CEO Punit Goenka said.