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Streaming platform ZEE5 has introduced a major overhaul of its mobile and Connected TV interfaces, bringing artificial intelligence into content discovery, personalisation and customer support. The revamped platform also introduces five dedicated content hubs and expands ZEE5’s English-language content lineup through new partnerships.
The redesigned experience has been developed around user feedback, market focus groups and structured testing across engineering and quality assurance teams. ZEE5 says the new architecture is designed to support multi-device viewing while making content discovery and navigation simpler across mobile and large-screen Connected TV devices.
Five Dedicated Content Hubs
ZEE5 has reorganised its catalog into five dedicated sections:
- Premium Entertainment
- Free 5
- KidZ
- TV
- Sports
The new structure is intended to make the platform easier to browse by separating content based on viewing preferences and categories.
AI-Powered Discovery & Personalisation
The revamped ZEE5 experience uses machine learning algorithms to personalise the interface according to individual viewing habits and content preferences. The AI-led discovery system is designed to surface relevant content and create a more personalised browsing experience for users.
ZEE5 has also introduced an AI-powered customer support assistant that can help with account management, subscription-related workflows, playback troubleshooting and device setup.
The platform has additionally enhanced its data privacy frameworks as part of the technical overhaul.
Expanded English Content Slate
ZEE5 has expanded its English-language content offering through partnerships with PVR INOX Pictures and Lionsgate Play.
The expanded digital premiere lineup includes several Hollywood titles, including Paper Tiger starring Adam Driver, Scarlett Johansson and Miles Teller; Anxious People featuring Angelina Jolie and Jason Segel; The Invite starring Seth Rogen, Penélope Cruz, Edward Norton and Olivia Wilde; and The Wizard of the Kremlin featuring Jude Law.
The lineup also includes How to Make a Killing starring Glen Powell and Margaret Qualley, Normal featuring Bob Odenkirk, Henry Winkler and Lena Headey, Babies starring Seth Rogen and Anna Kendrick, and Tony starring Dominic Sessa.
The expansion follows ZEE5’s recent broadcast rights acquisitions for the FIFA World Cup 2026 and 2030, along with its regional content expansion across seven Indian languages.
ZEE5 Free 5: Expanded Free Streaming Tier
ZEE5 has also reworked its ad-supported video-on-demand offering under the new Free 5 brand. The service does not require a subscription and brings together movies, original series, news, creator content, micro-dramas, anime, as well as localised Korean and Chinese dramas.
The refreshed Free 5 experience also provides advertisers and brand partners with targeted inventory across different audience demographics and regional languages.
Tejkarran Singh Bajaj, Business Head – Zee 5 India and AI & Innovation said, “The next phase of Zee 5 is about making entertainment easier to discover, more relevant and more rewarding. We have reimagined the product experience across mobile and Connected TV, with smarter personalisation, deeper use of AI and more intuitive discovery. In addition to the platform’s existing offering of premium movies and series across seven languages, rich television content, sports, kids’ entertainment, Live TV and news, we are now expanding the depth of content with an English slate bringing global cinema to Indian audiences, alongside a revamped Free 5 with more languages, genres and the creator ecosystem. For advertisers, this breadth creates a richer canvas to connect with distinct audience cohorts across languages, content genres and viewing occasions. Together, our product and content evolution gives audiences more choice, more depth and a simpler way to find what they love.”
Pramod Prakash, Chief Technology Officer, Zee Entertainment Enterprises Ltd., said, “A streaming platform is experienced through hundreds of small interactions, and each of those interactions shapes how audiences feel about the service. Our focus was therefore to look beyond individual features and rethink the experience as a whole, identifying where the journey could feel more natural, more responsive and less demanding for the user. At the heart of this is an intuitive and easy-to-use app that gives every generation in the family simple access to the entertainment they love. The revamp reflects a simple product philosophy: technology should quietly remove friction and allow the entertainment to take centre stage. As viewing becomes increasingly distributed across devices, formats and contexts, we are building Zee 5 to be more adaptive, dependable and ready for the way audiences will consume entertainment next.”
With the latest revamp, ZEE5 is combining AI-powered discovery and customer support with a reorganised content experience, an expanded Hollywood slate and a broader free streaming offering across mobile and Connected TV platforms.
