ZEE5 Global, the world’s largest streaming platform for South Asian content, has recently revealed some key insights on the South Asian diaspora’s viewing preferences in the US.
As the streaming platform with the largest reach into the global South Asian diaspora, ZEE5 Global’s insights shed light on the viewing preferences of this large and influential community in the US region as a category leader.
Drama and Comedy have emerged as the top performing genres on the platform and are at the heart of a 35% y-o-y increase in viewership, spanning across language, and demographics. These two genres are closely followed by romance, thrillers and reality shows.
Dramas have unquestionably emerged as the most preferred genre, showcasing a remarkable 38% increase in viewership since 2022. The genre accounted for 60% of the viewership on the platform during the first two quarters of 2023. It saw blockbusters like Kisi Ka Bhai Kisi Ka Jaan break records along with Uunchai, Salaam Venky and others. However, the spotlight on the genre lies with ZEE5 Originals like Sirf Ek Bandaa Kaafi Hai, Tarla, Ayali, Taj: Divided by Blood, and Vyavastha.
Comedy is another genre that has strong resonance with the community. Comedy content registered a notable 22% of total viewership on the platform during the first half of 2023. The genre experienced a staggering 92% y-o-y growth in viewership. Titles such as Kanjoos Makhichoos, United Kachche, Mrs. Undercover, Chhatriwali, and Raksha Bandhan have significantly contributed to this surge in popularity.
Viewers seeking an adrenaline rush through suspenseful plots and unexpected twists in thrillers, saw the genre surge in popularity, recording a sharp rise of 58% in viewership. The category has done immensely well with edge-of-the-seat ZEE5 Global Originals like Lost, Blurr, Oru Kodai Murder Mystery, Sabaash Feluda, Hatyapuri, Chup, Sengalam, U-Turn, and Duranga becoming fan favourites.
Among the popular TV shows streaming on the platform, family dramas remained the preferred genre, with shows like Bhagya Lakshmi, Kumkum Bhagya, and Kundali Bhagya garnering the most views as long running family favorites.
Archana Anand, Chief Business Officer at ZEE5 Global said, “At ZEE5 Global, we take great pride in providing our South Asian audiences with diverse genres to choose from in every language. I’m glad to see how our titles in the drama, comedy, and romance genres across languages have resonated deeply with viewers across countries. Our viewership is growing at a rapid pace, and we will continue to provide our diaspora audiences with the content they crave.”
