The India Box Office Report: November 2025

November 2025 was an underwhelming month at the India Box Office, recording only ₹587 Cr in gross collections. However, the year stays on course to become the highest-grossing year of all time

Product launch: Ormax Sports Track

Our new syndicated tracker, Ormax Sports Track, measures awareness and engagement with sports tournaments among India’s digital audience

India's CTV growth story in numbers

10 key data points from The Ormax OTT Audience Report: 2025, that showcase India's staggering Connected TV (CTV) growth story in numbers

Venn It Happens: OTT & Linear TV audience intersection

The first edition of our new feature Venn It Happens illustrates the intersection between OTT and Linear TV audiences in India, using data from The Ormax OTT Audience Report: 2025

The Ba***ds Of Bollywood: Raising the marketing bar

Ormax Stream Track data reveals that Netflix’s 2025 release The Ba***ds Of Bollywood ranks among the strongest non-franchise streaming launches post-pandemic, second only to Farzi

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

Saiyaara: Generational pull or gender push?

This analysis, based on Ormax Power Rating, explores whether Saiyaara’s success was truly driven by Gen Z audiences, or if the real story lies in the film’s striking gender divide

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

Brand Lift measurement tool: Ormax Mpact

An overview of Ormax Mpact, a state-of-the-art Brand Lift Measurement tool designed to help marketers and advertisers evaluate the impact of their media campaigns, collaborations, and innovations

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

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