ZEE5 Global’s Recent Survey Highlights Diaspora’s Entertainment Needs
ZEE5 Global, recognized as the world’s largest streaming platform for South Asian content, has unveiled insights from a recent survey focused on the entertainment preferences of the South Asian diaspora in the U.S. The findings underscore the challenges faced by the diaspora in accessing the content they desire, with approximately 70% expressing a strong demand for a unified content platform.
Fragmentation Challenges and Audience Preferences
The survey illuminates the struggles of the South Asian diaspora in the U.S., where accessing content tailored to their preferences is hindered by the fragmentation of video-on-demand services. Over one-third of respondents highlighted the low accessibility of nuanced content in the market. For this diverse community, entertainment serves as more than just leisure; it acts as a cultural bridge connecting them to their home countries. Challenges such as content dispersal across multiple platforms, the need for multiple subscriptions with varying costs, and differing renewal dates contribute to the complexity faced by the community.
Insights into South Asian Entertainment Preferences
The survey provides valuable insights into the entertainment preferences of the South Asian audience in the U.S. Movies emerge as the dominant choice, with 88% expressing a preference for films from their home countries. TV shows and series closely follow, with 72% favoring this genre. In terms of language preference, 88% opt for content in Hindi, while languages like Telugu, Tamil, Gujarati, and Punjabi also hold significance.
The Call for a Unified Content Platform
The survey reveals a compelling desire among the South Asian diaspora for a streamlined solution to their entertainment challenges. An overwhelming 70% express their need for a single platform that aggregates content from various sources in the market. The key motivators behind this demand include ease of access (86%) and cost-effectiveness (74%). Additionally, the data indicates that a portion of the audience currently resorts to unauthorized content access, emphasizing the gap in the market for legal, comprehensive content services.
ZEE5 Global’s Role in Bridging the Gap
Legal streaming platforms, such as ZEE5 Global, have emerged as key players in addressing the entertainment needs of the South Asian diaspora. ZEE5 Global, with its commitment to curating an experience that reflects the culture of its viewers and connects them to their homelands, has witnessed significant success. Boasting quality South Asian content in multiple languages and employing robust distribution strategies, ZEE5 Global has experienced a substantial 35% annual growth in viewership.
About ZEE5 Global
ZEE5 Global stands as the digital entertainment destination launched by Zee Entertainment Enterprises Limited (ZEEL), a global Media and Entertainment powerhouse. Since its global launch in October 2018, ZEE5 Global has expanded its reach to over 190 countries, offering content in 18 languages. The platform, home to 200,000+ hours of on-demand content, features a diverse range of Originals, Movies, TV Shows, Music, and Health and Lifestyle content. With user-friendly features such as multiple navigational languages, content download options, seamless video playback, and Voice Search, ZEE5 Global continues to cater to the evolving entertainment preferences of the South Asian diaspora.