ZEE5 Marathi at one: V R Hema on regional storytelling, subscriber growth and the OTT playbook

India’s OTT battle is increasingly being shaped not by scale alone, but by language. As audiences move toward stories rooted in culture and local identity, streaming platforms are recalibrating content strategies to deepen engagement and unlock growth beyond metros.

For ZEE5, Marathi has emerged as one of those high-conviction bets.

One year after launching a dedicated Marathi content vertical, the platform says it has seen stronger subscriptions, growing consumption beyond Maharashtra, and rising demand for culturally rooted stories. The move also comes as parent company Zee Entertainment sharpens its focus on digital growth and profitability. ZEE5 reported revenue of ₹976 crore in FY25, up 6% year-on-year, while halving its EBITDA loss to ₹548 crore—highlighting the growing strategic importance of regional and digital content ecosystems.

In an interview with Fortune India, V R Hema, business head - Marathi ZEE5, shares how the platform is building a language-first entertainment business.

ZEE5 Marathi has completed one year as a dedicated content vertical. What have been the biggest milestones and audience outcomes?

We have always believed strong regional ecosystems are built by serving audiences with stories deeply rooted in language and culture. The first year has been extremely encouraging and has validated the demand for language-first entertainment.

One of the biggest milestones has been building a dedicated Marathi content ecosystem with focused content planning, market-specific engagement and a curated offering designed around evolving consumer preferences.

Our slate has seen strong traction. Aata Thambaycha Naay! delivered over 38 million watch-time minutes, while Krantijyoti Vidyalay Marathi Madhyam crossed 37 million watch-time minutes. The launch of the dedicated Marathi pack also contributed to a 38% increase in subscriptions.

The larger learning has been that Marathi audiences are actively seeking authentic and culturally relevant storytelling.

Marathi content has witnessed renewed momentum in recent years. What is driving this resurgence?

We see this as part of a broader shift toward localised entertainment. Audiences increasingly want stories that feel emotionally relatable and culturally familiar. At the same time, OTT has democratised access for creators and opened new avenues for writers, actors and filmmakers.

Another important factor is improved storytelling craft—production quality, filmmaking capability and narrative sophistication have all evolved.

OTT platforms have also expanded discoverability far beyond traditional markets. Viewers today are increasingly open to consuming content across languages if the story resonates.

At ZEE5, we are investing in originals, films and language-specific experiences while improving accessibility and content discovery.

How do you decide the mix between originals, direct-to-digital premieres and post-theatrical releases?

Our content strategy is guided by audience behaviour and the role each format plays.

Originals allow us to introduce differentiated voices and build long-term platform affinity. Direct-to-digital premieres and post-theatrical releases often generate strong initial engagement and subscriber acquisition.

Rather than prioritising one format, we focus on maintaining a balanced ecosystem where every category serves a distinct consumer need.

The larger shift is that audiences have become increasingly format-agnostic.

Regional content is increasingly travelling beyond home markets. What trends are you seeing?

This has been one of the most exciting shifts. Since launching the dedicated Marathi offering, we have seen strong consumption growth across Karnataka, Gujarat and Goa. Telangana and Delhi are also emerging as meaningful contributors.

Audiences today are selecting content based on storytelling strength and cultural authenticity rather than language alone. Cross-language discovery and subtitle adoption are accelerating this behaviour.

For us, this validates the national appeal of strong regional storytelling.

Talent development appears central to your strategy. How are you building the Marathi ecosystem?

Sustainable content ecosystems are created by investing in creators. We work closely with both established and emerging writers, directors and actors who bring deep cultural understanding and local nuance.

Our initiatives include the ZEE Short Film Festival, which helps identify new storytellers and technicians, and ZEE Writers’ Room programmes focused on mentoring and developing long-format writing talent.

These efforts are aimed not only at strengthening our pipeline but also at contributing to the broader Marathi entertainment industry.

How important are on-ground activations in driving growth?

Regional content often creates stronger impact when audiences experience it beyond the screen.

Digital campaigns remain critical for reach and discovery, but cultural integrations and city-level activations help create emotional connection and deeper engagement.

We increasingly see audience journeys as integrated—digital builds awareness while on-ground experiences strengthen affinity.

What does success look like in year two?

Our next phase will focus on making Marathi ZEE5 the default destination for premium Marathi entertainment.

We will continue investing across originals, films and culturally relevant formats while expanding reach beyond traditional markets.

Success over the next 12–24 months will be measured through deeper engagement, broader audience adoption, stronger content affinity and our contribution to the long-term growth of Marathi storytelling.

As India’s streaming landscape matures, regional content is no longer a niche category—it is increasingly becoming the engine of platform growth.