Content Testing: Frequently Asked Questions

In this explainer series, we answer frequently-asked questions about our Content Testing work for theatrical, streaming and television domains

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Stream Time: The best of 2024 so far

Our mid-year report looks at the top original series and films on streaming platforms in India over the period of Jan-Jun 2024

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Bundy to Burari: Adapting true crime documentaries to the Indian context

An analysis of successful documentaries on streaming platforms in India, and an understanding of the historical context in which they are consumed, sheds light on unique audience expectations

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Product-market fit: The Shark Tank India success story

Shark Tank India completed a successful season, becoming the most-watched Hindi non-fiction show on SVOD of all-time. Here's an analysis on key factors that enabled its success

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The golden triangle: Decoding Young Adult content on OTT

An analysis of Hindi fiction shows on streaming platforms, belonging to the Young Adult genre, reveals their three unique benefits, and deep-dives into how these benefits can be leveraged

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Streaming originals in India: The 2023 story

Which Hindi & International web-series & OTT films were the most-watched in India in 2023? Which ones generated the maximum buzz, and which ones were liked the most by audiences? Here are the answers.

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Optimism vs. Cynicism: The tonal continuum of content

This analysis of the top Hindi fiction series of 2023 questions if Hindi fiction content on streaming platforms is overly cynical

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Streaming through winds of change

Enabled by a wider reach and a more inclusive demographic, the fundamental character of the Indian web-series space is witnessing a significant change in 2023

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Product update: Content testing for documentaries

To account for the growing interest in documentaries in the Indian market, we have updated our content testing tool Ormax Stream Test to have the capability to test documentary shows/films

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Stream Time: The best of 2023 so far

Our mid-year report looks at the top original series and films on streaming platforms in India over the period of Jan-Jun 2023

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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?

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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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Product update: Theatrical Content Testing

To account for evolution in audience taste because of the pandemic, engagement drivers used in Ormax Moviescope and Ormax First Draft have been updated in September 2022

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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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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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