ZEE5, the streaming platform from Zee Entertainment, is doubling down on family-friendly content, advanced technology, and cost-efficiency to fuel its growth while minimising losses, according to Chief Business Officer Manish Kalra. This approach has allowed the platform to increase both advertising and subscription revenues while cutting operational costs, The Economic Times has reported.

The platform’s recent results reflect its focus on sustainable growth. In the quarter ending June, ZEE5 reduced its operating loss by 48 percent to Rs.177 crore, while revenue grew 16 percent to Rs. 223 crore.

Kalra emphasized that ZEE5 aims to enhance productivity and efficiency without compromising on content quality or growth, adding that the platform must deliver best-in-class content without overspending like other industry players, the ET report. added.

ZEE5 has identified Hindi, Bangla, Tamil, and Telugu as key markets for original shows and movie acquisitions. Moving forward, the platform also plans to launch original content in Kannada, Malayalam, and Marathi, expanding beyond movie acquisitions in these regions.

Currently, regional content accounts for more than 50 percent of ZEE5’s total watch time, with nearly 40 percent of its subscriptions coming from cities outside the top 20, making regional content a significant driver of its audience expansion.