iWorld
Zee5 partners with smart TV OS Whale TV
MUMBAI: Zee5 has got onto another independent smart TV OS, Whale TV. With this, the streamer will be available on all Whale TV smart TVs, including major brands such as Philips, TCL, and Sharp, across more than 150 countries including India, the Middle East and North Africa, Asia-Pacific, and the US.
Zee5 offers south Asian content including original shows, franchise hits, and diverse content across 18 languages. Operating in over 190 countries, the platform boasts a catalogue that spans blockbuster movies, acclaimed TV shows, and lifestyle programming. By partnering with Whale TV, Zee5 is making its content accessible to millions of viewers worldwide.
On Whale TV models, consumers will now have an easy-to-use smart TV experience with advanced AI powered recommendations, making it easier than ever to discover and enjoy Zee5’s wide range of premium titles including Oscar winner RRR, Sam Bahadur, Gyaarah Gyaarah, Hanu-Man (Telugu) and more.
Said Zee5 chief business officer Manish Kalra: “Smart TVs are an increasingly dominant way for people to consume content. This strategic alliance with Whale TV further strengthens our global reach, enabling entirely new audiences to discover our curated catalogue of premium South Asian content at scale. We are confident that this partnership will accelerate our efforts to bring viewers across the globe seamless access to the best of south Asian content.”
“With Whale TV we aim to deliver a smart and simple TV experience to consumers, where they can watch their favorite entertainment whether that’s streamed, broadcasted or playing on a connected device. With our global reach it is important that we offer a diverse content selection and we are delighted to add Zee5 Global to our platform,” added Whale TV VP content distribution Lucas Huang.
iWorld
Paramount revamps app with short videos to boost mobile viewer engagement
Streaming giant borrows from TikTok playbook to drive daily usage on phones
LOS ANGELES: Paramount Skydance is giving its streaming strategy a mobile-first twist, rolling out a redesigned version of its Paramount+ app that leans heavily on short-form video to capture viewer attention, according to a Reuters report.
The updated app, currently available to iPhone users via Apple, features scrollable clips such as sports highlights, news snippets, UFC moments and trailers. The idea is simple but effective: get users to open the app multiple times a day, much like they do with TikTok or Instagram.
By encouraging repeat visits, Paramount is betting it can deepen engagement and unlock new features such as real-time statistics during live events and interactive viewing elements. The approach reflects a broader industry shift, where streaming platforms are borrowing cues from social media to stay relevant in an increasingly crowded market.
The stakes are high. In the first quarter of 2026, Paramount accounted for just 2 percent of global app-based streaming, trailing rivals such as Netflix, HBO Max and Peacock, according to data cited by Reuters. Even a potential combination with Warner Bros Discovery would only place it fourth in the streaming rankings.
Meanwhile, YouTube, owned by Google, continues to dominate the mobile video space, boasting user numbers far ahead of Paramount+. This gap has pushed traditional studios to rethink how audiences discover and consume content.
Industry insiders suggest Paramount could go further by experimenting with micro dramas or tapping digital creators to draw in younger viewers. Rivals are already moving in that direction. Netflix is investing in video podcasts featuring names like Pete Davidson, Michael Irvin and Brian Williams, while Amazon has teamed up with Jimmy Donaldson for a reality series.
There are also hints of potential collaboration with TikTok, given shared links to Larry Ellison of Oracle, though both companies have said no formal agreement exists.
The revamp is part of a wider overhaul of Paramount’s streaming operations, including both Paramount+ and Pluto TV, as the company looks to sharpen its competitive edge.
In a market where attention spans are shrinking, Paramount’s latest move signals a clear pivot. If viewers will not come to long-form content, the strategy suggests, then perhaps the content must first meet them in short bursts.
