When Zee5 decided to bring FIFA football to its OTT platform, it was taking a calculated risk in a country where cricket continues to dominate the sporting conversation. But the decision was driven by an audience gap that the platform had identified through consumer research. The response, according to Lloyd C. Xavier, Business Head, Telugu, Tamil and Malayalam, Zee5, has been encouraging, with the move helping the platform improve engagement and retention while levelling up with its competition.
“We did a consumer dipstick. While cricket is a sport that the entire nation loves, one very particular finding that came out of the consumer study was that football is another sport that the nation looks forward to. We were able to identify that gap, and based on that, we took a call on having FIFA on board,” he says.
The decision has given Zee5 a stronger foothold in sports streaming, with the platform recording an increase in its active user base, engagement and retention. More interestingly, the response was not restricted to Kerala, where football has traditionally enjoyed a strong following. Maharashtra, Bengal, Tamil Nadu and Karnataka also contributed to the engagement.
“We have levelled up with our competition by bringing FIFA into the picture. It has served the purpose for our audiences. I think it was a risk well taken and well measured,” says Xavier, adding that the next FIFA tournament will also be available on Zee5.
The sports initiative is part of a larger effort to identify opportunities beyond the platform’s established strengths in television shows, films and original programming. Xavier says consumer research indicated a gap among younger viewers, particularly in the 18 to 35 age group, who were looking for more varied entertainment options.
“While we were pretty solid in terms of TV shows, content acquisitions and films that were coming into theatres, we found that sports was also one lever that we should hop onto and service our audiences,” he says.
The platform is also exploring local football content in Kerala and is working closely with the state’s football federation to understand how it can bring more regional sporting experiences to viewers.
For Zee5, this willingness to experiment is closely linked to its language-first approach across Tamil, Telugu and Malayalam. Xavier believes that treating the three markets as distinct audiences, rather than grouping them under a single South Indian category, gives the platform an advantage.
“Our language-first approach gives us a very clear distinction among audiences and an edge over the competition. It is not just about developing localised content that is audience-focused, but also about personalisation through technology,” he says.
A viewer in Nagercoil, for instance, would encounter content that reflects the language and sentiments of that market, while someone in Hyderabad would see programming more relevant to their preferences. The platform also brings in Hindi content as part of this personalised entertainment offering.
The differences in audience preferences are particularly evident in the way viewers respond to stories. “If you see a Malayalam audience, they are very cerebral in nature. The writing is amazing, and they are very focused on the screenplay. When it comes to Telugu, we all know that we love mass blockbuster movies, but it is also very family-driven. Tamil is a blend of both cerebral, localised content and mass,” he says.
These distinctions influence how Zee5 acquires, commissions and develops programming. The emphasis, however, remains on strong writing and stories that can appeal to audiences without compromising on entertainment.
“We want to bring some solid, bold stories to our audiences. Distinct stories that will come onto the platform. At the same time, we want families to view our content comfortably in their living rooms.”
Understanding what audiences want is also driving the network’s Bharat Yatra initiative, through which its leadership teams have been visiting households across Telangana, Andhra Pradesh, Tamil Nadu and Bengaluru. These interactions have offered insights into how different families consume content, including those who primarily access entertainment through mobile phones.
One interesting finding was the appetite for Korean content dubbed in Telugu, with households in Kakinada watching such shows. The research also highlighted opportunities in English-language content, non-fiction and children’s programming.
“Consumer-driven approaches definitely help us identify the gaps. But I strongly believe, and the organisation also believes, that we should follow our instinct, as we have always done since the network was built. We go with our instinct along with consumer studies,” Xavier says.
The shift towards connected television has also influenced the platform’s content strategy. While mobile continues to account for the maximum consumption, more viewers are moving towards watching content together on larger screens.
“The whole industry has observed the shift from mobile phones towards connected TV. Everyone has moved towards watching content together in the living room. Even while developing and writing our stories, we keep the fundamentals in mind. How do we bring the family together while they are watching?” he says.
For regional originals to travel beyond their home markets, Xavier believes that retaining their cultural identity and emotional connect is essential. Zee5 is available in 190 countries, with its content reaching audiences across North America, the Middle East and Africa, and the Asia-Pacific region.
“People sitting in any continent prefer watching content that is more localised, which resonates with their language and creates a moment of nostalgia for them. We try to develop that emotional angle for our audiences,” he says.
He cites the Tamil web series ‘Ayali’, shot near Madurai, which travelled across more than 150 countries, as an example of how a deeply local story can find audiences internationally.
Meanwhile, the platform’s focus is shifting from acquiring subscribers to building sustained engagement. Xavier says the Tamil, Malayalam and Telugu businesses are currently P&L positive, and the next phase will involve creating more reasons for viewers to return.
“The whole intent is not just acquiring customers, but also helping them engage on our platform. We want to build a habit for the consumer, create more engagement and introduce more categories of content,” he says.
Originals, in particular, are expected to play an important role in this effort. Zee5 is expanding into non-fiction, a category that television has traditionally served well. Telugu non-fiction show Jayammu NischayammuRaa with Jagapathi Babu is among its offerings.
“Originals are developing habits. Anyone who comes and watches episode one, we are able to sustain them till episode six. That itself creates a lot of retention and word of mouth for the platform,” he says.
Looking ahead to 2027, Zee5 has announced a slate of around 18 Telugu titles, close to 22 Tamil titles and 25 Malayalam titles. The focus will be on content diversity, technology and stories that are bold, progressive and accessible to family audiences.
“We want to ensure that every rupee the consumer is spending on Zee5 is completely given back to the audience tenfold. We also want to ensure that when it comes to technology, we are giving the best interface across all devices,” Xavier says.
For a platform looking to deepen its presence across three distinct regional markets, the FIFA decision offers an example of how identifying an audience gap and being willing to take a measured risk can open up new avenues for growth.
Disclaimer : This story is auto aggregated by a computer programme and has not been created or edited by DOWNTHENEWS. Publisher: deccanchronicle.com
