ZEE5 Global fortifies US leadership with Aggregation of leading South Asian streaming platforms

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ZEE5 Global, the world’s largest streaming service for South Asian content, announced a strategic move to aggregate multiple South Asian streaming platforms within the ZEE5 Global platform with the launch of Add-ons in the US. ZEE5 Global Add-ons will offer subscribers in the US a single-window to access their favorite South Asian entertainment platforms on the ZEE5 Global platform itself, with Add-ons pricing starting from just $1.49 onwards.

ZEE5 Global Add-ons was unveiled by Amit Goenka, president, Digital Businesses and Platforms, and Archana Anand, chief business officer, ZEE5 Global, at an event at Mumbai’s Hotel Taj Land’s End on November 28. The show was attended by various Hindi film, TV and web series celebs as well as regional names. Subhash Ghai, Anu Malik, Gulshan Grover, Amisha Patel, Luv Sinha, Aamir Ali, Rohitashv Gaur, Aasif Shaikh, Shubhangi Atre Poorey, Sharad Kelkar and others were spotted at the launch.

Said Goenka: “We have become No. 1 in the US market, and also Europe, Australia and Middle-East and more, that too within a short span of four years, Our user base is 15 times that of our nearest competitor. And because we have reached  this pinnacle, we thought we can go further.”

“The launch of Add-ons on ZEE5 Global is a significant milestone, further cementing our leadership position as the No.1 South Asian streaming platform,” said Anand. “Add-ons will bring the best of South Asian content from multiple streaming platforms within ZEE5 Global for the diaspora in the US and soon globally, and at the best possible value.”

ZEE5 Global Add-ons currently offers content across languages from streaming platforms like Simply South (all South Indian languages), Oho Gujarati (Gujarati), Chaupal (Punjabi, Bhojpuri and Haryanvi), NammaFlix (Kannada), EPIC ON (Hindi) and iStream (Malayalam) with at least six more about to join. As a first for ZEE5 Global, Gujarati content will be available on the platform to delight the huge Gujarati-speaking population in the US.

ZEE5 Global Add-ons partner titles will further add to the platform’s huge catalogue of over 250,000 hours of movies, TV shows, and originals across languages. Currently, audience fragmentation looms large, their being over 30 South Asian streaming platforms.

Goenka added, “As digital entertainment consumption and delivery models evolve in the global landscape, addressing the growing consumer demand for engaging content and a seamless, personalized experience that combines accessibility and affordability is the need of the hour. With the launch of our aggregator platform, ZEE5 Add-ons, we aim to unite the entertainment ecosystem for the discerning viewer to build a robust monetization opportunity for multiple players in the global markets. We are pleased to have on board some of the most renowned names offering South Asian content to the diaspora, and we look forward to building a healthy partnership by enhancing capabilities in the realm of content creation and distribution by establishing ZEE5 Global Add-ons as the single destination for all South Asian content.”

Sharing her vision for ZEE5 Global Add-ons, Anand added, “As the foremost South Asian streaming platform in the United States, ZEE5 Global has played a crucial role in connecting the South Asian diaspora with their cultural roots. Building on our leadership, the natural progression was to evolve into the premier aggregator for South Asian entertainment. Add-ons will help address challenges such as content and consumer fragmentation and empower subscribers to effortlessly access their preferred content at one destination. It also benefits our partners, who can bank on our extensive reach in the US and save on customer acquisition and marketing costs.”

Users will now have just one app to download, only one login and a single password to remember. Billing and payment is also simplified through a single platform for all streaming subscriptions. Personalized recommendations across languages, unified user interface and search across platforms, and an ad-free viewing experience are just some of the other key benefits for consumers in the US.

In addition to Add-ons, ZEE5 Global is set to launch the largest consumer giveback program, the Great ZEE5 GiveAway, for its US consumers over the next few weeks in association with multiple partners like Quicklly, the leading online South Asian marketplace in the US, wherein with every purchase of ZEE5 or any Add-On pack, all new or existing subscribers will stand to win guaranteed gifts with sweepstakes ranging from gift cards to all-expenses-paid trips to destinations like Hawaii, Las Vegas and more.

A unique India-to-US Referral Program will also be rolled out shortly. Subscribers in India will be able to share their unique referral link with friends or family in the US and earn Rs.500 for each successful referral. The best part is: no capping on the number of referrals, so there is no upper limit to how much one can get.

Speaking at the event, Anand also announced a massive campaign against global piracy to be launched soon with ZEE5 Global, offering a logical and legitimate option for consumers tempted by the content variety and low costs offered by pirate platforms.

Tied in with her aspiration around ZEE5 Global being at the forefront of making South Asian entertainment larger on the global stage, the launch event also featured a panel discussion titled “The Coming of Age of South Asian Entertainment: The Time is Now.” The panel discussion, moderated by Anupama Chopra, featured Manoj Bajpayee, Guneet Monga, Vishal Bhardwaj and Pratik Gandhi besides Anand. The panelists discussed a range of topics around the subject covering how South Asian content is finally taking centrestage, their own perspectives about the South Asian audience, how storytelling has evolved and whether crossing over was a personal aspiration for them.

While most of the comments here were personal experiences of the celebrities and sometimes valid, Manoj Bajpayee struck a sour note when he criticized (by implication) Veer-Zaara and mainstream cinema. It is ironic that most on-board spoke derogatorily about the Hindi cinema they are exploiting for consumer views globally, the entire panel, including the interviewer, focused on the virtues of non-mainstream / offbeat / experimental cinema like The Lunchbox (admittedly a hit in the US but a no-show in India except for critical hosannas), Maqbool and more. This left one wondering why more commercial souls (including the moderator) were not brought for an event that was aimed at consumers rather than the niche ‘intellectual” people who patronized such movies. But then, the industry, in the last 30 years, has always thrived on such hypocritical, confused dichotomy. Thankfully, Manoj probably realized his initial gaffe and later heaped encomiums on RRR and Pushpa, besides Amitabh Bachchan! But his lauded (on the show) films like Gulmohar and Sirf Ek Bandaa Kaafi Hai are obviously not a patch on movies like Veer-Zaara and other mainstream cinema and will never have much shelf-life!

ZEE5 Global Add-ons is available across platforms like Android, iOS, www.zee5.com, Fire TV, Apple TV, Roku, and Samsung TVs. ZEE5 Global is the digital entertainment destination launched by Zee Entertainment Enterprises Limited (ZEEL), a global Media and Entertainment powerhouse. The platform was launched across 190+ countries in October 2018 and has content across 18 languages: Hindi, English, Bengali, Malayalam, Tamil, Telugu, Kannada, Marathi, Oriya, Bhojpuri, Gujarati, Punjabi, including six international languages Malay, Thai, Bahasa, Urdu, Bangla and Arabic.

ZEE5 Global brings together the best of Originals, Movies and TV Shows, Music, Health and Lifestyle content in one destination. In addition, ZEE5 Global offers features like 15 navigational languages, content download options, seamless video playback and Voice Search.