Zee Entertainment strengthens linear reach with 18.6 per cent market share surge in India

MUMBAI: It seems Zee is not just raising the bar, it is “Zee-ing” its way to the top of the ratings chart. Zee Entertainment Enterprises Ltd. has strengthened its position in India’s linear television ecosystem, clocking a 48-week high market share of 18.6 per cent in the 15 per cent urban segment in Week 22 of 2026. The company also recorded a 120 basis point rise in viewership compared to the previous quarter, underscoring steady gains across its portfolio.

The performance has been driven largely by its flagship Hindi channels, Zee TV and Zee Cinema, supported by a mix of fiction storytelling and blockbuster movie premieres. The broadcaster said its omnichannel content strategy, spanning television and broader content distribution, continues to deliver strong audience traction across language markets.

A key driver of the Hindi entertainment push has been a refreshed programming slate. Fiction shows such as Ganga Mai Ki Betiyan, Vasudha and Tum Se Tum Tak have helped Zee TV secure leading positions in the genre, while maintaining primetime dominance for 17 consecutive weeks.

In the movie segment, Zee Cinema posted a 27 per cent surge in viewership in Week 22, boosted by world television premieres including Akhanda 2 – Thaandavam, Kishkindhapuri and Dil Madharaasi. The channel’s mix of action, horror and thriller titles continues to resonate strongly with mass audiences.

Regional markets also played a significant role in the overall performance. Zee Marathi emerged as the fastest-growing Marathi general entertainment channel, with viewership rising from 33.9 per cent in Q4FY26 to 38.8 per cent in the latest week. The channel has recorded an 82 per cent jump in viewership over three years, supported by expanded non-primetime content and a strong fiction lineup that has secured five slots in the top 10 rankings.

In the East, Zee Bangla retained its leadership position across genres in Kolkata, powered by non-fiction properties such as Sa Re Ga Ma Pa and Didi No. 1. The channel also secured 10 of the 14 primetime slots in its market, while its movie-focused sibling Zee Bangla Sonar continued to dominate the film genre with a 39.4 per cent share.

In Odisha, Zee Sarthak maintained its leadership for the sixth consecutive year, reinforcing its stronghold in the regional entertainment space.

Southern markets remained a key growth engine for the broadcaster. Zee Kannada retained leadership in its category for the eighth straight year, while shows like Sa Re Ga Ma Pa Lil Champs and Jodi No. 1 continued to enjoy strong audience engagement.

Zee Telugu also delivered notable gains, briefly securing the top position in two of the last five weeks, while maintaining leadership across genres in Hyderabad. Its movie channel Zee Cinemalu held the No. 2 position in the Telugu film segment with a 25.2 per cent share.

Meanwhile, Zee Tamil emerged as the fastest-growing channel in its market, increasing its share to 21.1 per cent in Q4FY26 and ranking No. 2 in rural audiences with a 24.9 per cent share. Zee Keralam also strengthened its position, securing the No. 2 spot among Malayalam GECs in May 2026.

Commenting on the performance, Zee Entertainment Enterprises Ltd. chief content officer Raghavendra Hunsur said, “As a network, our success comes from staying true to our core promise while continuously understanding the evolving consumer. We believe the future of entertainment lies in premium, culturally rooted stories that are authentic, emotionally resonant and crafted with cinematic excellence. Even during one of the most competitive viewing periods of the year, audiences continued to choose our stories. For us, this is the strongest validation that authentic storytelling transcends events and competition. As we look ahead, our focus remains unchanged, to understand consumers deeply, tell stories that matter and build a powerful content ecosystem. This milestone is encouraging, but for us, it is only one step in a much larger journey.”

With the launch of four sports channels under the Unite8 Sports brand and continued expansion across fiction and non-fiction formats, the company is positioning itself for sustained growth across India’s increasingly competitive television landscape.