ZEE5, the video streaming arm of Zee Entertainment, announced the launch of ZEE5 Club, an OTT television entertainment pack.
What is ZEE5 Club offering?
It is offering exclusive access to the most popular shows before telecast on TV. Along with select ZEE5 and Alt Balaji shows, ZEE5 Club has over 1,000 blockbuster movies, ZEE Zindagi shows and over 90+ Live TV channels.
Some of Zee’s popular TV shows like Kumum Bhagya and Kundali Bhagya in Hindi, Sembaruthi in Tamil, Jothe Jotheyali in Kannada and Mazya Navryachi Bayko in Marathi, among others will now be available on ZEE5 Club before telecast on television.
How much does the new offering cost?
ZEE5Club is priced at Rs 365 a year, making it more affordable than Premium Club plan which costs Rs 999 a year.
OTT platforms are increasingly focusing on price innovation and content slicing to provide tailored packages for Indian audiences.
Why more affordable plans are the need of the hour in the OTT space?
According to experts, OTT prices in India are higher than that of cable TV, which is not the case in the West. In the US, Netflix costs $15 while a cable connection is for $100. This is why if major OTT players release cheaper packs, this discrepancy may be met in India.
In addition, affordable packs help in attracting impulse users.
Plus, smaller or affordable packs help induce the habit of paying amongst customers. A habit that every OTT player is trying to inculcate amid more Indians.
With smaller packs, OTT players are looking to expand their paid subscriber base. The expectation is that over time, the subscribers of smaller packs will graduate to higher-priced packs and improve the bottomline.
Experts say that India is a sachet country. The Indian consumer is a value-consumer, and when there are choices of different OTT brands with good content available, small packs allow for easier experimentation for new users.
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