The Hindi theatrical market has undergone significant shifts in recent years, with audiences becoming more selective about the films they watch in theatres. In this context, understanding the Hindi film audience requires a deeper look beyond broad demographic cuts. The recently released The Ormax Bollywood Audience Report (TOBAR) 2026 delves into the behaviour, preferences, and media habits of Hindi theatregoers, covering their movie-going choices, content taste, motivators and barriers to watch films in theatres, marketing touchpoints for new films, OTT consumption, and other related areas.

Audience segmentation, where we cluster audience into distinct audience segments based on their behaviour and perceptions related to movie-watching, helps subscribers of the report (studios, producers, marketing agencies, etc.) understand their target audience in a way that goes beyond conventional demographic segmentation based on age, gender or geography.

In the report, 28.5 Million regular Hindi theatrical audience (defined as those who watched 3+ Hindi films in a theatre in 2025, and are of age 15 years or above, in Urban India) are classified into five distinct segments, based on their theatrical behaviour, content preferences and category engagement. The definition of these five segments, and their relative size, can be seen in the graphic below.

The Ormax Bollywood Audience Report (TOBAR) 2026 is available for subscription. For queries, please email us at [email protected], and we will connect with you soon.