ZEEL targets 2x growth in domestic ad revenue by FY28

Zee Entertainment Enterprises Ltd (ZEEL) has laid out an ambitious roadmap for growth across advertising, digital, content and regional markets, even as its ad revenue faced pressure in the last fiscal. In its latest investor presentation, the company detailed plans to double domestic linear advertisement revenue by FY28 and expand aggressively in the digital space.

In FY25, ZEEL’s total advertising revenue stood at Rs 3,591 crore, a decline of 11.4 percent compared to Rs 4,057 crore in FY24. Despite this drop, the company is aiming for a strong turnaround, backed by a multi-pronged strategy that includes building tailored solutions for brands, selling ad inventory against advertisers’ equity within the current framework, monetizing content at the creation level, and using data analytics to improve ad performance.

ZEEL is also sharpening focus on emerging distribution channels. The company plans to re-focus on free-to-air (FTA) channels, monetize connected TV—which is expected to reach 76 million households by 2030—and leverage its extensive content library on free ad-supported streaming TV (FAST) channels.

As part of its broader distribution strategy, ZEEL is working on separating TV and OTT content feeds to improve reach and avoid self-cannibalization. It is pursuing higher ARPU B2B deals with improved yields and product pricing differentiation. Additionally, the company is tying up with OEMs to enhance the visibility of Zee5 on connected devices and increasing OTT penetration through the introduction of regional language packs.

ZEEL is redefining its content strategy through an integrated omni-channel approach that merges linear television and digital platforms. The company is investing in unified content production across multiple formats —movies, TV shows, web series, mini-series, and micro-series—to cater to varied audience preferences. This includes short-form micro-series targeting the 15–35 age group, and longer mini-series and movies aimed at older viewers, particularly those focused on high-impact storytelling.

Regional content remains a key pillar of ZEEL’s OTT strategy. Zee5 is expanding its language play in Hindi, Telugu, Tamil, Malayalam and Kannada to increase reach and engagement in high-potential markets. The platform’s focus on regional content is designed to deepen user connection and platform loyalty. The company is also exploring new genres to diversify its offering. This includes developing content around kids, mythology, religion, folklore, and animation. ZEEL is making a conscious effort to tap into underrepresented markets such as North-East India, highlighting its commitment to inclusivity and broad cultural representation.

ZEEL has built a strong digital presence, commanding more than 530 million actively engaged followers and subscribers across social video platforms. It engages over 1.3 billion viewers globally and maintains a thriving brand ecosystem where more than 30 million users interact with its content and marketing campaigns. Its social media efforts are backed by the production of over 700 short-form videos annually in 11 native languages, deeply embedded in pop culture.

Looking ahead, ZEEL sees significant growth in the user-generated content (UGC) segment. The company expects short-form video to lead this growth, driven by the rising creator economy where micro and regional creators play a crucial role. Social commerce is also expected to thrive, with creators influencing online shopping behavior. ZEEL positions itself to be at the center of this evolving digital ecosystem with plans to scale shortform, culturally resonant content.

On the financial front, the company reported a strong improvement in operational performance. It more than doubled its cash generation from Rs 11.2 billion in FY24 to Rs 24.1 billion in FY25. Meanwhile, EBITDA loss was cut in half—from Rs 11.1 billion to Rs 5.5 billion—indicating improved cost efficiency and early gains from its strategic realignment.

Despite recent headwinds in advertising, ZEEL’s renewed focus on digital, regional, and multi-platform monetization signals a clear intent to bounce back and lead in India’s rapidly evolving media landscape.