India’s Netflix Rival, Zee5, Surges During Covid-19 Pandemic

Months of coronavirus lockdown have altered the habits of Indian consumers: Their spending patterns reveal just how deeply concerned they are with protecting their health and fortifying their store-cupboards, warding off boredom and keeping their homes (and themselves) neat and tidy. And where new routines look likely to stick, some companies stand to gain a lot.

Zee5— the homegrown rival to Netflix Inc — reported a 33% jump in daily active users and 45% in app downloads in May, and, despite the lockdown being eased in several parts of India, there hasn’t been a significant drop, said Rahul Maroli, senior vice president and business head at Zee5.

Homebound Indians are also turning to streaming platforms to mourn their favorite stars who died in recent months. “Consumers have really missed some of our actors who are no longer with us — Rishi Kapoor, Irrfan Khan, Sushant Singh Rajput — so we’ve seen a very sharp increase in consumption of shows where these actors have acted,” said Maroli.

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