Product launch: Ormax StreamView

Our new weekly tracker is designed to answer a simple, high-stakes question for the Indian media and advertising ecosystem: “What is India watching on OTT?”

Bollywood’s ageing star problem

The average age of the most popular Hindi film has seen a rise since 2019, especially for male stars, pointing to a deeper succession challenge for the industry

Ormax Trac20: Ad & sponsorship effectiveness research for IPL 2026

Our new tool Ormax Trac20 offers multi-stage brand lift diagnostics to help sponsors & advertisers measure the marketing ROI of their IPL 2026 campaigns

Micro Dramas: The India Story

The new research report by Meta and Ormax Media highlights how audiences are discovering and engaging with the emerging mobile-first storytelling format Micro Dramas

Now streaming, at an app near you

An analysis of streaming rights for India’s top theatrical films released in 2025 reveals a competitive landscape, but with Netflix as the dominant player

ICC T20 World Cup case studies: Thums Up, Hyundai & ChatGPT

Three Ormax Mpact case studies, for brands that advertised during the ICC T20 World Cup, highlight how effectiveness of cricket ad spends can be measured through third-party brand lift measurement

Content over familiarity: The franchise reality-check

After peaking in 2024, the box office share of Hindi franchise films declined significantly in 2025, underlining that IP-led films do not guarantee success at the box office

Introducing Ormax Media Affluence (OMA)

OMA is a new audience classification system designed specifically to measure affluence level of audiences in context of the media & entertainment sector in India

Streaming has a new bias: The male lead

An analysis of 338 Hindi fiction originals since 2022 highlights a growing imbalance in the Indian streaming ecosystem, with male-led stories steadily taking over

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

Content Testing Impact: Case Study - Mulk (2018)

How a bold change, based on audience feedback from the test screenings of the 2018 Hindi film Mulk, helped the makers take a more compelling product to the market

Content Testing: Frequently Asked Questions - Part 3

In the third and final edition of this explainer series, we continue to answer frequently-asked questions about our Content Testing work for theatrical, streaming and television domains