Apart from this, it also offers a monthly pack at $6.99, in line with or lower than competitive offerings. ZEE5’s introductory offer pricing of $49.99 per year, down from $84 is highly competitive and aims at aggressively capturing this market. According to the platform, in the weeks prior to launch, ZEE5 had already received half a million hits on the website Aggressive PricingĮven with high median incomes, the South Asian community remains highly value sensitive.
South Asians are strongly connected to friends and family back home, accessing local news and social media, but they also remain updated on new content launches especially on ZEE5 given its high frequency of fresh content releases and slew of digital premieres.
Banking on this strong legacy, ZEE5’s arrival has been eagerly awaited within the diaspora community.
#IS ZEE5 APP AVAILABLE IN USA TV#
with its flagship channel Zee TV which launched in the country in 1998. Zee operates over 15 channels in the U.S. Most South Asians are deeply familiar with Zee, the parent company of ZEE5 which has a significant presence in the US market. have the highest median income of $123,000 among all Asian Americans, making this a highly attractive, high ARPU market for premium digital media providers like ZEE5. Add to this a high propensity to pay: According to the 2020 U.S. ZEE5, as the ‘world’s largest platform for South Asian content’ with 170,000 hours of content from India, Pakistan and Bangladesh is already miles ahead of any other player in this context, targeting the diverse and multiple Indian language speaking communities as well as the Pakistani and Bangladeshi diaspora audiences in the U.S. This vast heterogenous community represents a unique market opportunity for streaming platforms with relevant content to capture the market, since this type of content is neither easily available at scale nor in an aggregated form on a single destination in their host countries. More than ever before, with travel bans in place across most markets over the last year, these subscribers have acutely felt the need to stay connected to their home countries and culture through accessing news and entertainment from back home. Dominant within these are Indians, Pakistani and Bangladeshi communities that make up the significant chunk. has one of the largest aggregations of the South Asian diaspora with an estimated 5.4 million living across the country. market and across the world, even as conversations around diversity and representation become stronger. ZEE5’s strong success, driven by multiple factors, gives us a peek into the high potential for global streaming platforms catering to specific communities in the vastly fragmented U.S. Ramping up its focus on the diaspora community in the US even as other existing players scale theirs down, ZEE5 has announced new content in multiple Indian languages like Punjabi, Tamil, Telugu and Bengali. Launched as recently as the end of June in the U.S., the only market globally where it was not present previously, ZEE5, the streaming platform focusing on South Asian content, is already well entrenched as the choice for the South Asian diaspora across the country and has stirred up much interest in the streaming community. We take a look at what’s driving the platform’s success.~ Photo: Zee5 ~Just three months into its launch and streaming platform ZEE5 is already way ahead of any other player catering to the South Asian diaspora.
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