By Our Insights Desk
In the absence of any central measurement, it’s very difficult to gauge which shows or films delivered audience on streaming, and which ones fell short. Last year, Netflix launched its Top 10 site, a praise-worthy initiative to let the industry know how various films and series are performing on the platform. However, Netflix remains an aberration, as all other platforms, global or Indian, have chosen to hold their data close to their chests.
Since 2018-19, Ormax Media has been extensively working to build industry data in this fast-growing category in India. Through our various products and tracks, we now have sufficient data points to monitor the evolution of the streaming category, especially since the onset of the pandemic in 2020. This prompted us to release our new report Streaming Originals in India: Mid-year Review (Jan-Jun 2022).
This report looks at the top original shows and films released in the first six months of 2022, in Hindi & International languages, on three parameters: Viewership, Marketing Buzz & Content Strength. The report focuses only on original content, and does not cover other ‘non-original’ content on streaming, such as theatrical films, catch-up television, sports, etc.
You can download the report here.
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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
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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