Zee5 has rolled out a revamped streaming experience across mobile and connected TV, introducing AI-driven discovery, deeper personalisation and a redesigned interface. The platform is now organised into five sections – Premium Entertainment, Free5, KidZ, TV and Sports – alongside a new AI-powered customer support assistant to handle queries around subscriptions, playback, access, content and devices.
The redesign follows consumer studies, focus groups and app feedback gathered across markets, mapping how audiences discover and consume content across mobile and CTV.
Alongside the product revamp, Zee5 is expanding its content slate through partnerships with PVR INOX Pictures and Lionsgate Play, bringing a premium English catalogue that includes digital premieres of titles such as Normal, The Invite, Anxious People, Babies, The Wizard of the Kremlin, How to Make a Killing and Tony and Paper Tiger. The platform is also relaunching its free tier, Free5, with an expanded mix of series, films, Korean and Chinese dramas, anime, news, micro dramas and creator-led content – positioned both as a no-subscription offering and an advertising opportunity across audience segments.
Tejkarran Singh Bajaj, business head, Zee5 India and AI & Innovation, said the next phase of Zee5 is centred on making entertainment easier to discover and more rewarding, with smarter personalisation and deeper AI integration layered onto the platform’s existing multilingual and sports content.
Pramod Prakash, CTO, Zee Entertainment Enterprises, said the goal was to rethink the user journey holistically so the app feels more natural and adaptive, letting technology quietly remove friction while entertainment stays central to the experience.
