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The upcoming year will be an year of growth and innovation in all sectors. Here's what Shresth Gupta, Vice President, Marketing (SVOD) for India & Global, ZEE5, has to share about the foreseeable trends in the OTT sector and the ZEE5 of 2025.
"2024 has marked a renaissance in the evolution of OTT platforms, with ZEE5 leading the charge in reshaping how India connects with entertainment. With a majority of our paid subscribers now preferring Connected TVs, our campaigns and offerings have increasingly focused on delivering immersive, large-screen experiences for co-viewing families. ZEE5 has also harnessed AI-driven hyper-personalisation, ensuring every viewer gets tailored recommendations and stories that match their preferences. This is not just about engagement; it’s about forging deeper emotional connections with our audience across India's heartlands. The growth of regional content viewership in Tier-2 and Tier-3 cities, with Tamil, Telugu, Bengali, and Marathi leading the charge, reflects ZEE5’s commitment to democratising quality storytelling??.
These shifts offer unparalleled opportunities for innovative campaigns. By blending regional narratives with high-tech experiences, such as the 3D projection mapping for ‘Gyaarah Gyaarah’ or leveraging influencers in vernacular markets, ZEE5 continues to push creative boundaries??. As the landscape matures, ZEE5’s efforts to bridge technology with inclusivity ensure that our platform remains at the forefront of this digital entertainment revolution. From leveraging AI for enhanced storytelling to launching dedicated regional marketing drives, our focus is unwavering: to create resonant, diverse content while innovating the way audiences experience it.
At ZEE5, we understand the importance of staying ahead in an evolving OTT landscape, and 2025 seems to redefine how we connect with our audiences with several key trends expected to emerge. Integrating AI-driven personalisation and content creation into our marketing strategies will ensure that viewers not only discover the content they love but experience it in ways that feel uniquely tailored to them. Features like real-time translations, dubbing, and captioning will make OTT platforms more inclusive, breaking language and accessibility barriers for global audiences.
ZEE5 aims to focus on expanding regional content, bringing diverse, hyperlocal storytelling to global audiences. Another emphasis on our platform will also be given to family-friendly content, offering wholesome entertainment appealing to a broader demographic. Additionally, bundling OTT services with telecom and digital offerings will provide consumers with more cost-effective, unified entertainment options. AI-driven accessibility features, such as real-time translations and dubbing, aim to break language barriers and make content more inclusive. These are some of the trends that will redefine how viewers engage with content."
