How ZEE5’s Rs 120 'Apni Bhasha' subscriptions are remodelling access to regional OTT content in India

ZEE5 has recently undertaken a regional pivot with its Apni Bhasha, Apni Kahaniyan initiative. The Indian OTT (Over-the-Top) platform has launched seven language-specific subscription packs for Rs 120 per month each, available in Hindi, Marathi, Bengali, Tamil, Telugu, Malayalam, and Kannada. This initiative allows customers to pay for content exclusively in their preferred language. 

India has multiple regional OTT platforms, such as ManoramaMAX (Malayalam), Planet Marathi (Marathi), Hoicholi (Bengali), Aha (Tamil and Telugu), and Chaupal TV (Punjabi, Bhojpuri, Haryanvi), which are dedicated exclusively to specific languages. However, none have so far introduced a multi-language model like ZEE5.

Bigger global content aggregators such as Netflix, Amazon Prime Video, and JioHotstar do offer content in multiple languages, including regional libraries in Hindi, Tamil, Telugu, Bengali, Marathi, etc. However, users do not have the liberty to only pay for a specific language subscription; they have to pay for an all-access plan regardless of their language preference. 

Marking a significant shift from the traditional all-access model, ZEE5 is not only curating content in the viewer's desired language but is also personalising the app's user interface to make it a more holistic experience.

Established in 2018, ZEE5 has amassed a huge content library in 12 languages with original features, live TV, catch-up TV, lifestyle shows, children's programmes, short series and plays. In FY25, the OTT reported a revenue of Rs 976 crores, which was a 6% increment from its last year's data. 

In an interview with afaqs!, Lloyd Xavier, regional business head for ZEE5 Tamil and Malayalam, delved into the OTT platform's new regional strategy. He discussed why ZEE5 is focusing on regional content, its key markets and their trends, and the company's media plans.

Why did ZEE5 go regional?

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Even though a growing number of viewers are consuming global content, “it is the traction of local content with local flavour that is able to boost the subscription and drive engagement”, said Xavier.

According to him, the decision to introduce exclusive regional packs in addition to ZEE5’s all-access plan was driven by a “strong understanding of audience behaviour across markets, including Tamil Nadu and Kerala”. 

He explained that the ZEE5 team believes the app now requires a strong focus on language, "which led to the transition to regional language packs priced at Rs120, reflecting a clear commitment to a language-first approach".

Xavier further credited the strong response ZEE5 has received from the Malayali market for movies such as Paappan (2022) and Identity (2025) for the pivot. “Whenever a movie is dropped, we see a traction of 50-60% completion. We realised content needs to be very language-driven,” he said.

Growing subscriber base in key markets

“We have seen early positive traction, especially in the markets where regional identity drives stronger engagement,” Xavier noted while addressing the impact of the regional language models in tier 2 and tier 3 cities. 

Tamil originals such as the eight-episode TV series Ayali (2023) and the documentary series Koose Muniswamy Veerappan (2023) have made waves in Tamil Nadu, especially with tier 2 and tier 3 audiences, further encouraging the regional pivot.

“We ensure the local flavour is well established and that we are a part of the local markets.”

Trends and patterns 

ZEE5 has data to back its regional push and how much it will cost its viewers. Its exclusive Hindi language package is priced at Rs 200 per month, which is higher than its other exclusive language subscriptions priced at Rs 120, because Hindi content dominates consumption patterns for the OTT, making up more than 50% of the viewer base alone. The all-access plan, inclusive of content in all 7 languages, is priced at Rs 320 per month. 

ZEE5’s market analysis shows that regional content is also becoming increasingly popular, and its non-Hindi content now draws about 50% of viewership for the platform, with South Indian languages like Tamil and Malayalam accounting for 40-45% of it. The Tamil and Malayalam packages are priced at Rs 120 each.

Xavier explains that the South Indian language subscription is relatively low-priced compared to the Hindi subscription, saying, “If you look at Tamil Nadu and Kerala, these regions are very price sensitive. A single-screen theatre ticket can cost you as little as Rs 60-80. So, why would a company charge Rs 399 or Rs 499 a month? Our analysis led us to Rs 120, which includes live TV channels, news, originals, and movies.”

Another trend observed by ZEE5 within its consumer pool is that about 50% of viewers have moved on from mobile-first consumption to CTV consumption recently, hinting at a need for the availability of family-friendly content that can be watched on bigger screens.

One additional insight highlighted by Xavier was that Tamil Nadu and Kerala love their crime thrillers.

“Crime thrillers have worked fantastically for us in both these regions. Paappan is one of such crime thrillers.” 

The three pillars of ZEE5

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Xavier said that there are three foundational pillars of ZEE5’s content strategy for its Tamil and Malayalam content: local relevance, cultural authenticity, and premium storytelling. “If it is not authentic, the audience will just reject it.” 

“We have developed hyper-local content with authentic storytelling, tailored with pricing models that reflect local consumer behaviour,” he added.

The platform has nine originals and seven movies slated for Tamil Nadu this year and 15 launches for Kerala, aiming for over 30 titles in both regions combined. Considering the preference spillover in these two regions, many titles will also be dubbed before release.

“We will also deliver one new movie every month to our consumers in Kerala and Tamil Nadu,” said Xavier.

The success of the thriller series Aindham Vedham (2024), which was dubbed in Hindi and became a nationwide favourite much like Kantara (2022), and the theatre-acquired Prince and Family (2025), which crossed 150 million streaming units (devices that tuned in), has encouraged more such additions to the content slate.

Speaking of theatre acquisitions, Xavier said that when it comes to acquisition, "we ensure that whenever we buy content, it has a very high ROI, but at the same time holds a very strong family value of entertainment”.

ZEE5 beyond subscriptions

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While subscriptions are crucial to OTT streaming platforms, ZEE5 is also innovating its monetisation techniques with Blockbuster Fridays and Catch Up TV. 

As part of Blockbuster Fridays, a new movie is released for free on ZEE5 every week to encourage “habit formation” among viewers. Other features include Catch-Up TV, where shows are paywalled for seven days before becoming free.

Marketing: hyperlocal yet diaspora focused

With India’s OTT space becoming increasingly crowded, ZEE5 is betting on hyperlocal marketing, and it aims to avoid any advertising spillage between states. “We know exactly which five states to target through digital and which 20 cities to target through other mediums in Tamil Nadu,” said Xavier. The platform also targets the Tamil diaspora in Mumbai, the US, Singapore, and Malaysia.

Xavier also noted that ZEE5 movies often see maximum subscriptions from tier 1 regions, while its original shows draw a strong response from tier 2 and 3 districts.

The road ahead

For ZEE5, the regional pivot is more than a pricing tweak; it’s a fundamental reimagining of how India watches content. “The laser-sharp focus on languages is more critical than focusing on India as a whole. We want to be a go-to destination for immersive entertainment that feels like home to every audience,” said Xavier.

ZEE5’s new regional push promises a curated slate of originals, family-oriented programming, and a pricing model that respects regional realities.