MUMBAI: Media conglomerate Zee Entertainment Enterprises Limited (ZEEL) on Tuesday published its third quarter financial results with its OTT ZEE5 demonstrating continued growth.

ZEEL’s super streamer clocked 56.3 mn monthly active users (MAU) as of December, with a 36 per cent increase since September 2018.

“ZEE5 is scaling up in line with our expectations and is on course to become India's number one digital entertainment platform," said ZEEL chairman Subhash Chandra.

Since its February 2019 launch, ZEE5 has adopted an aggressive content strategy, producing original shows in several genres including comedy, drama, reality, thriller, and docu-drama.

According to ZEEL’s filing with the BSE, users currently spend an average of 31 minutes per day on the app. The platform delivered similar engagement numbers in Q2 as well.

“ZEE5 is quickly establishing itself as a leading digital entertainment platform,” tweeted ZEEL MD and CEO Punit Goenka, who seemed pleased the OTT’s growth trajectory.

“Our expanding list of partnerships with telecom operators and ecosystem players, coupled with innovation in pricing, will make ZEE5 accessible to a wider audience,” he added.

Last year, ZEE5 signed content deals with telecom majors Reliance Jio and Airtel.

In the first leg of its global rollout, the OTT platform has focussed on South Asian audience across the world.

Both in international and domestic markets, ZEE5 is confident of scaling up on the back of regional content.

Since the beginning, the platform has emphasised on content in the “language of comfort”. In line with its regional play, the platform also launched regional subscription packs for Tamil, Telugu and Kannada users.

During the last quarter, ZEE5 launched Rangbaaz, Karenjit Kaur S2 and Babbar Ka Tabbar S2 in Hindi, Chitra Vichitram and B. Tech in Telugu, What’s Up Velakkari and Alarm in Tamil, Date with Saie in Marathi and Kaali in Bengali.

Two flagship shows of the platform Karenjit Kaur, Rangbaaz have created quite a buzz in a short span.

In a bid to strengthen its live offerings, ZEE5 also added a dedicated section for news and even live-streamed the very popular Sunburn music festival.