Zee5 revamps streaming platform with AI-led discovery, expands free and premium content

Zee5 has unveiled a revamped streaming experience across mobile and Connected TV, introducing AI-led discovery, greater personalisation and a redesigned content interface as the platform looks to simplify how users discover and consume entertainment.

The revamped platform organises its offering into five sections — Premium Entertainment, Free 5, KidZ, TV and Sports — bringing its entertainment, television, sports and kids' offerings under a new navigation structure.

Zee5 said personalisation will play a central role in the new experience, with the platform using audience preferences to surface relevant content. It has also added AI capabilities aimed at improving content discovery and interactions.


The company is introducing an AI-powered customer support assistant that it said will provide near-instant assistance with issues involving subscriptions, playback, access, content and connected devices.

The new experience has been designed for viewing across mobile and Connected TV, with Zee5 seeking to make the transition between screens more seamless.

According to the company, the redesign was informed by existing app feedback, consumer studies and focus group discussions across markets. It also conducted intensive testing involving product, engineering, quality assurance and design teams before the rollout.

The platform's content proposition is being expanded alongside the product overhaul. Zee5 said it has secured rights to the FIFA World Cup 2026 and 2030 and has expanded its content slate across seven languages.

It is also launching a premium English entertainment slate through collaborations with PVR INOX Pictures and Lionsgate Play. The slate 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, featuring Hollywood actors including Bob Odenkirk, Seth Rogen, Angelina Jolie, Jude Law, Glen Powell, Adam Driver and Scarlett Johansson.

At the other end of the offering, Zee5 is revamping its free, advertising-supported service Free 5. The service will offer series, movies, Korean and Chinese dramas, anime, news, micro-dramas and content from the creator ecosystem without requiring a subscription.

The company said the expanded Free 5 proposition will also provide advertisers with opportunities to reach audiences across different languages, genres, formats and viewing occasions.

“The next phase of Zee5 is about making entertainment easier to discover, more relevant and more rewarding,” said Tejkarran Singh Bajaj, Business Head – Zee5 India and AI & Innovation.

He said the combination of the platform's premium movies and series, television content, sports, kids' entertainment, Live TV and news with the new English slate and expanded Free 5 offering would give advertisers access to a broader set of audience cohorts.

Pramod Prakash, Chief Technology Officer, Zee Entertainment Enterprises Ltd, said the redesign focused on simplifying the overall user journey rather than adding features in isolation.

Zee5 said it is also strengthening data-privacy measures as part of the technology overhaul.