MUMBAI: Zee Entertainment Enterprises Ltd’s video streaming service ZEE5*has made quite a splash since its entry in India’s competitive OTT landscape.
In just 15 months of launch, the Tarun Katial-led streamer has 61.5 million monthly active users (MAUs), clocking 31 minutes of average time spent per day.
In a bid to make even greater inroads into the Indian market, ZEE5 will now test cheaper mobile-only plans, reported news agency PTI.
"We are also planning to test mobile-only pack for consumers who want to watch content on-the-go at cheap prices and with limited ads with an option to choose the ad one wants to watch in exchange of a lower subscription rate," said Katial.
Innovative pricing packs blended with a unique ad proposal could also be in the offing. This, Katial believes, will further boost the revenue generation efforts of the company.
Having registered 70 million app downloads*till March 2019, the platform now hopes to achieve the 80 million MAU mark by March 2020.
ZEE5’s success has seen it attract advertisers across the board, with the prowess of its regional content paying rich dividends.
Katial is confident that ad revenue of the platform will witness strong growth in the near future with content, technology and partnerships driving ZEE5’s appeal.
"From a technology standpoint, we have partnered with over 30 companies world over with strong expertise in the OTT space," he said.
Apart from collaborating with telcos, the platform has also struck deals with smart TV manufacturers and connected device makers like Amazon Fire Stick.
ZEE5 has partnerships with Airtel, Vodafone Idea, and Reliance Jio, Katial added, pointing out that these are helping it reach consumers in small towns.
Partnerships of this nature not just give ZEE5 access to consumers in smaller markets but also help in joint marketing campaigns.

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Tarun Katial