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

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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

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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

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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.

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Product Update: OTT (Fiction) Content Testing

To account for the expansion of OTT content consumption during the pandemic, and the evolution of audience taste & preferences, engagement drivers used in Ormax Stream Test have been updated recently

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India's OTT universe: The growth story

The 2022 edition of The Ormax OTT Audience (Sizing) Report pegs India's digital video universe at 423.8 Million, i.e., a growth of 20% over the previous year

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Say No to 'Regional'

In a country that has a rich and diverse content landscape, the word “Regional” has an unmistakable ring of condescension, subliminally cueing a hierarchical relationship

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The return of the Angry Young Man

The 1970s archetype of the Angry Young Man is back in a modern avatar, via characters like Rocky, Pushpa, Kabir Singh and Harshad Mehta. What makes this persona tick in today's times?

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Stream time: The best of 2022 so far

Our mid-year review looks at the top original series and films on streaming platforms in India over the period Jan-Jun 2022

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Segmenting Indian AVOD audience

The Ormax OTT Audience Profiling Report 2022 classifies the 99.7 Mn (urban adult) AVOD universe in India into five segments

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Segmenting Indian SVOD audience

The Ormax OTT Audience Profiling Report 2022 classifies the 66.1 Mn (urban adult) SVOD universe in India into five segments

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Dubbed & delivered

The Ormax OTT Audience Profiling Report 2022 reveals how dubbing has unlocked huge content potential in the Indian entertainment market

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Now Streaming, at an app near you

Theatrical films are one of the more inclusive content types for streamers in India. Which platforms have the strongest film libraries, with recent box office hits?

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Beyond the 'good looks'

On the occasion of International Women's Day, this analysis examines if the emergence of streaming content has changed the portrayal of women characters vis-a-vis Bollywood

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Report Card 2020-21: Streaming originals in India

Based on Ormax Power Rating data on audience appreciation, here is a report card on how Hindi streaming originals fared over 2020 and 2021

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Anatomy of the anthology: An audience perspective

While streaming platforms seem bullish on anthologies in India, this analysis suggests the format holds little content or marketing value for the audience

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Never let bad tech come in the way of a good story

A study of Indian streaming audience challenges conventional thinking that content reigns supreme, by highlighting how crucial the technological prowess of a streaming platform can be

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By paid membership only?

Findings of The Ormax OTT Audience Report: 2021 highlight the distinction between paying and non-paying audiences of SVOD content in India

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Direct-to-OTT: The alternative ‘box office’ economics

A report on how much box office did the Hindi film industry lose because of theatres being shut during the pandemic, and how does this loss stack up against the revenue earned from streaming rights

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Too long a tail: The snag in India’s OTT growth story?

An analysis of streaming originals launched in India since 2020 reveals that the strike rate has been poor so far. The author analyses implications of the findings on the category

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