Atinder Sodhi joins Zee5 as VP - Growth & Strategy

Mumbai: Atinder Sodhi has joined Zee5 as Vice President, Growth & Strategy, bringing nearly eight years of experience across Viacom18 and JioStar's streaming businesses to his new role.

Sodhi will lead growth and strategy for Zee5's digital business, working with Tejkarran Singh Bajaj and the wider team as the platform looks to strengthen its consumer proposition and accelerate its next phase of digital growth. His appointment brings experience across several stages of India's streaming evolution, having worked on Voot, Voot Select, JioCinema and, most recently, JioHotstar. At Zee5, Sodhi will focus on bringing content, product, data and growth closer together, with consumer insight playing a central role in shaping the platform's strategy. Commenting on the move, Sodhi said the opportunity at Zee5 would involve building a sharper consumer proposition while connecting content, product, data and growth more closely.

He also highlighted the ambition to strengthen Zee5's position among India's leading digital entertainment platforms. Sodhi's most recent role was Director, Strategy & Analytics at JioHotstar, where he worked across content, marketing, product and business functions. His responsibilities included using consumer and performance data to inform strategic decisions across the platform's content businesses. Before JioHotstar, Sodhi was part of Viacom18's streaming operations, where he worked on content strategy and engagement analytics for JioCinema, with a focus on acquisition and retention.

Earlier in his Viacom18 stint, he was involved in building the business and content analytics function for Voot, Voot Kids and Voot Select. With experience spanning analytics, content strategy, consumer engagement and business strategy, Sodhi now moves into a role that brings several of these functions together under a broader growth mandate at Zee5. Prior to his nearly eight-year association with Viacom18 and JioStar, Sodhi held analytics and consulting roles at WNS Global Services, Ogilvy & Mather and McKinsey & Company. His move to Zee5 comes at a time when India's streaming market is increasingly focused on balancing content investments with consumer acquisition, engagement and retention. Sodhi's experience across data-led decision-making and streaming strategy is expected to contribute to Zee5's efforts to align these priorities as it charts its next phase of digital growth.