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Industry Reports Pandemic Streaming Box Office Sports Ormax Products South Cinema Indian Cinema OTT Indian Television

Featured Insights

At the box office, size matters!

At the box office, size matters!

The pandemic has widened the chasm between big-ticket films driven by spectacle, action & franchise, and smaller, story-driven films

Gazing at stardom... and its gendered ways

Gazing at stardom... and its gendered ways

The popularity of almost all top male film stars of India is skewed towards male audience, for reasons that are arguably systemic, and have their roots in the 'male gaze'

The India Box Office Report: April 2023

The India Box Office Report: April 2023

Despite PS-2 crossing the ₹200 Cr mark, April 2023 was yet another underwhelming month at the India box office

Cinema: Mass entertainment or luxury item?

Cinema: Mass entertainment or luxury item?

Findings of Ormax Cine Sense: 2023 suggest that movie-going, at least in the Hindi language, may not be as mainstream a phenomenon as is popularly believed

India's OTT evolution: The North-South divide

India's OTT evolution: The North-South divide

An analysis on how the Hindi and South OTT industries are at different stages of evolution, on both supply and demand, with the web-series format still trying to find its feet in the South

Cine Sense: Five types of Hindi film-goers in India

Cine Sense: Five types of Hindi film-goers in India

The Hindi edition of Ormax Cine Sense: 2023 classifies 21.6 Million (2.2 Cr) Hindi film-goers in India into five segments, based on their movie-going behaviour and content taste

Other Insights

The OTT brand challenge

The OTT brand challenge

Can an OTT platform rely on quality content to build its brand? Or is there more to brand building in the Indian OTT category than just compelling content?

English content in India: No longer niche

English content in India: No longer niche

Our new whitepaper, in partnership with Sony Pictures Television, reveals that English content audience base on paid OTT platforms in India has grown by a staggering 124% since 2020

It's a new record!

It's a new record!

Amazon Prime Video's Farzi has set the record of being the most-watched Indian SVOD series of all time

Breaking the buzz barrier

Breaking the buzz barrier

An analysis of Hindi OTT originals using Ormax Stream Track data over three years reveals how it's becoming harder for new launches to grab audience attention

Ageless wonders

Ageless wonders

Why have Malayalam superstars Mohanlal and Mammootty been able to sustain their popularity for more than 45 years? Here’s a deep dive

Expensive movie tickets: A price to pay?

Expensive movie tickets: A price to pay?

What is that “high” level of ticket price that becomes a barrier for a significant section of audience? We conducted an extensive research to find out.

Where are the mothers?

Where are the mothers?

Popularity share of HGEC female protagonists in the highly-relatable motherhood life-stage has declined significantly over the last six years. But there's more to it than meets the eye

Newly crowned

Newly crowned

The success of Pathaan has made Shah Rukh Khan the most popular male Hindi film star in India

Sizing the cinema: How big is India's theatre-going population?

Sizing the cinema: How big is India's theatre-going population?

The 2023 edition of our report Sizing The Cinema estimates the change in India's theatrical universe vis-a-vis pre-pandemic times

A South-skewed spectacle

A South-skewed spectacle

The prominent South skew in the box office of Avatar: The Way Of Water in India is an outcome of the difference in taste, exposure, and evolution of theatre-goers in South and non-South markets

Streaming originals in India: The 2022 story

Streaming originals in India: The 2022 story

Which Hindi & International web-series & OTT films were the most-watched in India in 2022? Which ones generated the maximum buzz, and which ones were liked the most by audiences? Here are the answers.

Content Testing: An explainer

Content Testing: An explainer

In this explainer, we attempt to answer 14 questions we are frequently asked about Content Testing, a.k.a. Test Screenings or Focus Screenings

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