ZEE5 to launch mobile-only tariff packs in India

After Netflix, ZEE Entertainment Enterprises Limited’s digital platform, ZEE5 is expected to launch a mobile-only tariff in India to shore up its revenue.

Netflix, which has been testing an Rs 250 monthly plan here since March, had last week announced a strategy to rollout the plan nationally, as the user growth has been sluggish in the home market US.

“We are also planning to test mobile only pack for consumers who want to watch content on-the-go at cheap prices and with limited ads with an option to choose the ad one wants to watch in exchange of a lower subscription rate”, Chief Executive Tarun Katial told PTI in an interview.

Katial said the platform has been successful and is already getting advertisers across the spectrum on the platform and hinted that so far regional content has been getting higher demand.

He is bullish on making it big on the ad revenue from saying advertising on the platform will show a substantial growth going forward. The platform is also aiming to increase it user base to 80 million by March from he said, 70 million app downloads till March 2019.

According to Katial, within 15 months of the launch, the company has managed to build a monthly active user base of 61.5 million with 31 minutes as the average time spent per day. The user base growth strategy is pivoted on content, partnerships and technology, he added.