iWorld
4K streaming explodes on Zee5 with Hyderabad leading the charge
Mumbai: Zee5, India’s premier home-grown video streaming platform, has released compelling data on the dramatic rise in viewership trends from July 2023 to July 2024. The report reveals an increasing appetite for premium-quality streaming, particularly in 4K, as regional content and diverse genres captivate audiences nationwide. In a noteworthy milestone, Hyderabad has emerged as India’s largest hub for 4K streaming, underscoring the rapid digital transformation and growing demand for quality streaming experiences. Tier-two and three cities have shown a strong viewership growth as well, illustrating India’s evolving entertainment landscape.
According to Zee5’s data, 2024 witnessed a sharp rise in 4K streaming, with South India reporting a 278 per cent surge and North India leading with a 310 per cent increase in 4K viewership, particularly in Uttar Pradesh and Delhi. Tier-two and three markets now account for 40 per cent of Zee5’s overall viewership, while non-Hindi language content—primarily Tamil, Telugu, and Kannada—has grown to contribute 50 per cent of the platform’s total consumption. Cities like Hyderabad, Mumbai, Bengaluru, and Delhi dominate content consumption among metros.
Viewership trends further reveal a marked 25 per cent annual increase in the average time spent per user. A significant 65 per cent of users are watching movies via connected devices, reflecting a shift towards in-home cinema experiences. Drama and romance continue to be the platform’s leading genres, with South Indian viewers contributing substantially to the popularity of these categories. Over the past year, Zee5’s titles have accumulated 85 billion minutes of watch time, with dramas drawing an astounding 105 million hours and action-thriller titles capturing 32 million hours.
Commenting on these trends, Zee5 chief business officer, Manish Kalra noted, “In the last one year, we have released several titles within our post-theatrical and original content library. The audience has spent a total of 85 billion minutes from July 2023 – July 2024 on the platform, with viewership coming in from multiple audience cohorts and geographies. With the vision of being the portal of choice for billions of viewers, we will continue to bring diverse and engaging content, with a prime focus on quality storytelling. It has been a good year for us. Our titles have received great reception from audiences not just in India but also from the global diaspora. Staying true to our commitment to bring best-in-class entertainment to our viewers, Zee5 will continue to partner with the best talents in the creative ecosystem, enhance viewing experience further, and bring forth stories that delight, engage, and entertain.”
Highlighting the platform’s top-performing titles, Zee5’s report ranks “Sirf Ek Bandaa Kaafi Hai” as the most-watched direct-to-digital movie, while the original series Taj led in overall viewership for original content. Other popular titles include Mrs Undercover, Gadar 2, and The Kerala Story, underscoring Zee5’s commitment to offering diverse and high-quality storytelling.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
