Shresth Gupta on how AI-driven personalization in OTT is enhancing user experiences

In an engaging conversation with Adgully, Shresth Gupta, Vice President of Marketing for SVOD, India and Global, ZEE5, delves into the platform’s journey in 2024 and its vision for 2025. He highlights ZEE5’s remarkable achievements in regional content, innovative partnerships, and its focus on AI-driven personalization to enhance user experiences. Gupta also discusses the evolving trends in the OTT landscape, the rise of family-friendly content, and the growing impact of immersive technology, shedding light on how ZEE5 is shaping the future of digital entertainment.

What is ZEE5 looking forward to in 2025?

At ZEE5, we understand the importance of staying ahead in an evolving OTT landscape, and 2025 seems to redefine how we connect with our audiences with several key trends expected to emerge. Integrating AI-driven personalization and content creation into our marketing strategies, will ensure that viewers not only discover the content they love, but experience it in ways that feel uniquely tailored to them. ZEE5 aims to focus on expanding regional content to global audiences. Another emphasis on our platform will also be given to family-friendly content, offering wholesome entertainment appealing to a broader demographic. These are some of the trends that will redefine how viewers engage with content.

What are the key developments and innovations that are expected to dominate the OTT industry in the year ahead?

In 2025, the media and entertainment industry will be transformed by advancements in AI and immersive technology. AI-driven content creation and personalization will streamline production and offer tailored recommendations, enhancing viewer engagement. Real-time translations, dubbing, and captioning will break language barriers, making content more inclusive for global audiences.

The demand for family-friendly and regional, hyperlocal content will rise, with platforms investing in diverse storytelling to appeal to various cultures. The industry will additionally see the continued rise of immersive experiences through VR and AR, allowing for new forms of interactive storytelling. Overall, 2025 will bring a more integrated, accessible, and personalized media landscape, driven by AI and other such similar technology.

How do you look back at ZEE5’s performance in 2024?

2024 has been an outstanding year for ZEE5, marking significant milestones across content, partnerships, and user engagement. We continued to expand our content library with a vast slate, including post theatricals and originals across languages, from Hindi and Tamil to Bengali and Telugu. Titles like Kakuda, Rautu Ka Raaz, Berlin, Kaantaye Kaantaye, Gyaarah Gyaarah and our recent title, Despatch, showcase our commitment to diverse and resonant storytelling, resonating strongly with audiences across India. We took a step further by collaborating with top creators and production houses, including Sikhya Entertainment, Dharmatic Entertainment, and Applause Entertainment, bringing in a fresh creative perspective.

For our title Kakuda, we collaborated with Swiggy in an innovative way, integrating the Kakuda icon on the Swiggy map. These collaborations enhanced the quality and appeal of our offerings while simultaneously providing an immersive experience. Additionally, our platform gained incredible momentum in regional markets with the South Indian market seeing a 54% increase in viewership, thanks to most recent standout titles like Aindham Vedham in Tamil, Vikkatakavi: The Chronicles of Amaragiri in Telugu and the Malayalam Anthology Manorathangal.

Also, as mentioned, we saw 65% of our paid subscribers enjoying content on Connected TVs, which reflects the shift towards immersive, large-screen home entertainment. Looking forward, we remain committed to pushing boundaries, fostering collaborations, and enhancing viewer experience to make ZEE5 the preferred choice for quality, family-friendly entertainment.

How have you seen the overall advertising and marketing landscape evolve in the year gone by?

The advertising and marketing landscape in 2024 evolved, blending technological advancements with creative strategies to captivate audiences. Platforms are leveraging data-driven insights to deliver hyper-personalized campaigns, ensuring deeper engagement and viewer loyalty. ZEE5’s #GameChangers campaign exemplifies this trend by using emotionally resonant storytelling to not only attract subscribers, but also drive meaningful social conversations.

Additionally, the surge in family-friendly content and co-viewing habits, driven by the increase of connected TVs, is reshaping content strategies. This shift underscores the growing importance of crafting inclusive narratives that cater to multi-generational audiences. At the same time, the industry is also witnessing a continued emphasis on regional content. With regional languages accounting for a significant share of consumption on ZEE5, we have a strong focus on maintaining a vast and diverse multilingual content slate. This regional focus not only democratizes access to entertainment but also aligns with hyper-targeted marketing opportunities.

From a technology perspective, AI and machine learning are revolutionizing content recommendations, ad targeting, and viewer insights. These advancements enable platforms to deliver tailored experiences, enhancing user engagement. As the industry embraces these innovations, the synergy between technology, creative storytelling, and inclusive content is setting new benchmarks in audience engagement and brand storytelling.

What were the trends and developments that dominated the OTT sector in 2024?

2024 marked a renaissance in the evolution of OTT platforms, with ZEE5 leading the charge in reshaping how India connects with entertainment. With 65% of our paid subscribers now preferring Connected TVs, our campaigns and offerings have increasingly focused on delivering immersive, large-screen experiences for co-viewing families.

ZEE5 has also harnessed AI-driven hyper-personalization, ensuring every viewer gets tailored recommendations and stories that match their preferences. The growth of regional content viewership in Tier 2 and Tier 3 cities, with Tamil, Telugu, Bengali, and Marathi leading the charge, reflects ZEE5’s commitment to democratizing quality storytelling.

These shifts offer unparalleled opportunities for innovative campaigns. By blending regional narratives with high-tech experiences, such as the 3D projection mapping for “Gyaarah Gyaarah” at the David Sasoon Library or leveraging influencers in vernacular markets, ZEE5 continues to push creative boundaries.

As the landscape matures, ZEE5’s efforts to bridge technology with inclusivity ensure that our platform remains at the forefront of this digital entertainment revolution. From leveraging AI for enhanced storytelling to launching dedicated regional marketing drives, our focus is unwavering: to create resonant, diverse content while innovating the way audiences experience it.

Also Read: ZEE5 elevates Shresth Gupta to Vice President – Marketing (SVOD)