Zee5’s Free 5 Aims to Turn Free Viewers into Advertising Assets

Zee5 is strengthening its ad-supported streaming service, Free 5, with the aim of making it a standalone entertainment destination rather than simply a gateway to paid subscriptions.

The platform has expanded its content library to include films, original series, Korean and Chinese dramas, anime, microdramas, news and creator-led videos. The revamped service, introduced in September, aims to attract more viewers and encourage them to return for fresh content.

Alisha Coelho, senior vice president – platform management and business head – AVOD at Zee5, said the platform wants to establish a distinct identity for Free 5 and challenge the perception that free content is necessarily low quality.

Expanding Content and Audience Reach

Free 5 is focusing on acquiring new users and increasing engagement among existing viewers. Its content strategy includes Indian original films and series, Chinese dramas and short-form microdramas. The platform already hosts more than 100 microdramas through its partnership with Bullet and plans to expand this category.

News content is another area of growth, particularly among younger audiences. Free 5 also allows users to sample premium content by watching 12 minutes of a film or the first episode of a web series before deciding whether to subscribe.

However, Zee5's ambition extends beyond converting free viewers into paying customers. The company wants Free 5 to become a destination that audiences visit regularly for its curated content.

The platform is also targeting urban men aged 18–35, a segment it believes remains under-represented in its entertainment viewership. Sports content, including Kerala League coverage and Bundesliga highlights, has helped attract male audiences, whom the company now hopes to retain through films and web series.

Over the next year, Free 5 aims to deliver successful original titles, increase engagement and introduce new advertising formats in partnership with brands.

Strengthening the Advertising Business

Zee5 considers its advertising-supported video-on-demand (AVOD) business as important as its subscription-based offering. The company aims to build advertising reach and revenue comparable to its subscription video-on-demand (SVOD) business.

Its television catch-up model allows viewers to watch episodes for free with advertisements the day after their television broadcast, helping expand its ad-supported audience.

For advertisers, Free 5 offers a curated content environment supported by audience insights. Brands can also combine placements on the platform with Zee5's social media assets and television network inventory.

The platform is exploring ways to integrate brands naturally into entertainment rather than relying solely on traditional advertisements.

For World Heart Day, Zee5 partnered with Saffola on Dil Se, featuring television characters discussing preventive healthcare for women. Imperial Blue collaborated on Men Will Be Men, a four-part stand-up comedy series about masculinity, while Catch Masala featured in the Zee5 original Bakaiti.

According to Coelho, these integrations aim to create stronger connections between brands and content. The platform also tracks advertising frequency, engagement and viewer drop-offs to maintain a positive viewing experience.

Connected TV Creates New Opportunities

Connected TV (CTV) is becoming an increasingly important part of Free 5's growth strategy. Coelho said viewing on CTV has grown steadily and is now almost at par with consumption on the app.

CTV allows Zee5 to reach audiences watching individually or together in their living rooms. Films, original series, Korean dramas, news and devotional programming cater to different viewing preferences.

The platform is also exploring advertising formats such as pause ads, banners, overlays and customised brand partnerships. As CTV generally offers higher advertising yields than mobile, it presents an opportunity to strengthen monetisation.

Alongside Free 5, Zee5 is developing its free ad-supported streaming television (FAST) business. While Free 5 focuses on on-demand viewing, FAST channels offer a linear, genre-based experience.

According to Ormax Media data cited in the article, India's FAST audience is estimated at 35.2 million in 2026. FAST accounts for approximately 14% of the time Indian CTV viewers spend watching content, equivalent to around 2.5 hours per week.

Zee5 launched its FAST channels in August last year and distributes them through Samsung, Xiaomi, LG, Airtel and Vi Television Movies.

Its five digital-only channels are Zee Dil Se, Zee Comedy Central, Zee Horror Nights, Zee CineClassic and Zee South Flix, offering romance, comedy, horror, classic films and South Indian movies dubbed in Hindi.

The company plans to bring its FAST channels to the Zee5 app, potentially before the end of 2026, while expanding its channel portfolio and distribution partnerships.

Through Free 5, premium subscriptions, television catch-up content and FAST channels, Zee5 aims to create multiple entry points for viewers. Its long-term success will depend on attracting audiences, sustaining engagement and turning that attention into advertising revenue.