Case Study: ZEE5 achieves 10x audience segmentation and 3x engagement with Appier's AIQUA

Zee5 - Customer Case Study

ZEE5 India, the OTT service from Zee Entertainment, serves more than 11.4 million peak daily users with content in 12 languages and a broad catalog of originals, movies, TV and live channels. As its audience grew and diversified, ZEE5 needed to understand viewers at an individual level to hyper-personalize content and communications amid fierce competition from 30+ OTT players, tackling challenges around varied demographics, content types and customer lifecycle touchpoints.

To solve this, ZEE5 partnered with Appier and deployed AIQUA to streamline data, run targeted renewal and cart‑abandonment campaigns, and drive multichannel engagement across devices. The platform enabled on-demand campaign creation and execution, scaling campaigns 20x to several hundred daily and expanding customer segments 10x to thousands. The result: a 3x increase in click‑through rates and video sampling and significantly improved ability to reach viewers at critical moments in their journey.

ZEE5

Vani Dixit

Head of Customer Lifecycle Management