ZEE5 has rolled out a revamped streaming experience across mobile and connected TV, introducing AI-led content discovery, enhanced personalisation and a redesigned user interface.
The new experience organises the platform into five sections — Premium Entertainment, Free5, KidZ, TV and Sports. ZEE5 has also introduced an AI-powered customer support assistant designed to help users with queries related to subscriptions, playback, content access and devices.
The revamp follows consumer studies, focus group discussions and app feedback across markets, with ZEE5 examining how audiences discover and consume content across mobile and connected TV.
Alongside the product overhaul, the platform has expanded its content portfolio with a premium English-language slate through partnerships with PVR INOX Pictures and Lionsgate Play. The offering includes digital premieres such as Normal, The Invite, Anxious People, Babies, The Wizard of the Kremlin, How to Make a Killing, Tony and Paper Tiger.
ZEE5 is also relaunching Free5, its no-subscription offering, with a wider mix of content spanning series, films, Korean and Chinese dramas, anime, news, microdramas and creator-led programming. The free offering will also provide advertisers with opportunities to reach different audience segments across content categories.
Tejkarran Singh Bajaj, Business Head – ZEE5 India and AI & Innovation, said the next phase of the platform is focused on making entertainment easier to discover and more relevant through personalisation, AI and intuitive navigation.
He added that, alongside its existing portfolio of premium movies and series across seven languages, television, sports, kids’ entertainment, live TV and news, ZEE5 is expanding its content depth through the English slate and a revamped Free5 offering.
According to Bajaj, the broader content mix will also give advertisers opportunities to engage distinct audience cohorts across languages, genres and viewing occasions.
Pramod Prakash, Chief Technology Officer, Zee Entertainment Enterprises, said the company’s focus was on rethinking the overall user journey rather than introducing individual features.
He said the revamped experience is designed to make the platform more intuitive and reduce friction for users across generations, with technology working in the background while entertainment remains the focus.
The redesign comes as audiences increasingly consume streaming content across multiple devices, formats and viewing contexts, with ZEE5 positioning the revamped platform around greater adaptability, personalisation and ease of discovery.
