Late last year, Zee Marathi set another benchmark as it launched its own mobile app to provide its viewers with an alternate viewing platform. Zee Marathi app now has become a favored destination for Maharashtrians across the globe as it crossed the milestone of one million downloads in just under 10 months!
The growth of Zee Marathi app has largely been organic & via word-of-mouth with negligible promotional spends. This has ensured a low cost per acquisition and with a repeat usage rate of 90%, the app continues to attract users on a daily and weekly basis with an average time of over 14 mins per session.
Launched with a tagline 'Aata pratyek Kshan Marathipan' which means 'Experience Marathiness every moment', the app features full episodes for catch-up and also hosts short clips edited specifically for the platform across genres like romance, humor, music, memories, kids, suspense & drama.
Along with current shows, some of Zee Marathi's old most popular & loved shows like Abhalmaaya, Honar Suun Mee Hya Gharchi, Eka Lagnachi Dusri Goshta among many more are also available for those who want to relive the magic.
The app not only has video but non-video content as well in the form of images, articles & blogs under Assal Marathipan which touches upon the quirks of Maharashtrians & its cultural nuances under categories like knowledge, culture, humor, inspiration and art & literature.
One of the core features of Zee Marathi app is its ability to use mobile as a medium to personalize Zee Marathi for each user. This is called माzee मराठी wherein users can select their preferences in terms of their favorite shows & genres to make a personalized Zee Marathi page basis what they like & enjoy truly making it माzee मराठी.
The app is interactive as users can rate, comment and share content on various social media platforms. The ratings are not generic but have been adapted for the Marathi-speaking audiences where the content can be rated as Lai Bhaari, Chaan & Masta.
In India, Maharashtra has one of the highest internet penetration with a very active user base. Zee Marathi is one of the most popular & engaging brands on social media and keeping that in mind, the channel decided to extend its digital reach extensively to mobile as well.
Zee Marathi app as an OTT platform is a first for any GEC as it has not only created a distinct destination for its viewers but has enabled to get user data & their preferences in a real-time basis. It has created a direct point of contact between the channel & its users while also making the channel ready for a mobile-first generation.
Download Zee Marathi App on your mobile from Google Play & Apple store and live the Marathi experience!
Report By: Ash Gopalani
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