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A poster of the Indian film ‘Sankranthiki Vasthunam’ which earned nearly $35 million worldwide when … More it released in January this year. After its digital debut on ZEE5, it is among the top most-viewed films on the platform. Sri Venkateswara Creations The Indian streaming platform ZEE5, 70 percent of its content consumption was in non-Hindi languages, President of Digital Businesses and Platforms at Zee Entertainment Enterprises Ltd, Amit Goenka, says in an exclusive interview. Given the significant rise in non-Hindi content consumption, not just in India but worldwide, ZEE5 introduced an interesting subscription plan – based on language interests. The plans are currently running in India, but Goenka asserts they are soon bringing it to the US markets as well. Currently, the plans vary from $10 to $25 depending on the number of languages included in the plan. The changing language dynamics on ZEE5 Mr. Amit Goenka, President – Digital Businesses & Platforms, ZEE (1) – Copy ZEE5 In an era when the public has crossed the language barrier — thanks to subtitles on digital platforms – why would someone go for a specific language-based subscription alone? Goenka believes that while subtitling makes cross-language viewing easier, comfort viewing is eventually about watching content in your own language, every day. “Our move to become a language-first platform comes from a very simple insight: language isn’t just about communication, it’s about identity, culture, and belonging. This shift cuts across everything – our content strategy, how the platform looks and feels, and even how we price our plans. It’s aimed at India’s next wave of digital users, especially in Tier 2 and Tier 3 markets, where this connection to language is even stronger. This approach was also guided by clear consumption patterns on our platform. Today, nearly half of our viewership in…

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Filed under: News - @ July 28, 2025 6:19 am