ZEE5 Global, a streaming platform which focuses on South Asian content, has grown 35% year-on-year in viewership among its target audience in the U.S., according to data released by the service.

The South Asian diaspora in the U.S. took the most to drama, with the genre accounting for 60% of the viewership on the platform during the first half of 2023. Theatrically released films “Kisi Ka Bhai Kisi Ki Jaan,” starring Salman Khan, “Uunchai,” headlined by Amitabh Bachchan and “Salaam Venky,” featuring Aamir Khan and ZEE5 originals “Sirf Ek Bandaa Kaafi Hai,” starring Manoj Bajpayee, “Tarla,” with Huma Qureshi, “Ayali,” “Taj: Divided by Blood” and “Vyavastha” were heavy hitters for the service.

Comedy grew 92% year-on-year and accounted for 22% of total viewership, with successes including “Kanjoos Makhichoos,” “United Kachche,” “Mrs. Undercover,” “Chhatriwali,” and “Raksha Bandhan.”

Thrillers recorded a 58% increase in viewership with ZEE5 Global originals “Lost,” “Blurr,” “Oru Kodai Murder Mystery,” “Shabash Feluda,...