This analysis, based on Ormax viewership estimates and Ormax Stream Track data, reveals how the direct-to-OTT film format faces a significant marketing challenge, which limits its ROI
The first half of 2025 grossed a healthy ₹5,723 Cr (14% higher than 2024) at the India box office, with 17 films crossing the ₹100 Cr mark, compared to just 10 in Jan-Jun 2024
Our mid-year report looks at the most-watched original series and films on streaming platforms in India in the first half of 2025
Metro myopia: The blind spot in Hindi OTT storytelling
Hindi OTT fiction space is saturated with metro-based stories, but this analysis based on Ormax Power Rating (OPR) reveals that non-metro and rural settings resonate more deeply with audiences
Ormax Mpact case study: Bandhan Mutual Fund on India Today TV
This case study, based on the integration executed by Bandhan Mutual Fund on English news channel India Today, showcases our Brand Lift measurement tool Ormax Mpact
Criminal Justice: Cutting through the ACT clutter
An analysis of key factors that have contributed to the success of the Criminal Justice franchise in the over-saturated ACT (Action Crime Thriller) genre
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