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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Newly crowned

The success of Pathaan has made Shah Rukh Khan the most popular male Hindi film star in India

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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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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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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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Content Testing: An explainer

In this explainer, we attempt to answer 14 questions we are frequently asked about Content Testing, a.k.a. Test Screenings or Focus Screenings

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The need to ‘Bond’: Indian television’s unique calling card

Out of the seven needs that drive television consumption in India, the need to 'Bond' with the family over a TV viewing session is a dominant need that makes television a formidable medium

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Seven needs satisfied by TV viewing in India

An introduction to our audience analytics tool Ormax Televate, and the Seven Needs Model that's at the heart of it

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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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Celebrity endorsements: The right choice

New tool Ormax Celeble helps brands select a celebrity endorser who fits their desired personality the best

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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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Ormax PM & CM Approval Ratings: An explainer

The article answers a list of frequently-asked questions about our Prime Minister and Chief Minister Approval Ratings products

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Worth of the words

An analysis of the top 200 Hindi songs over the last decade reveals that there has been a resurgence of songs with meaningful lyrics

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The character factor: From enduring hits to instant hits

An analysis of 53 top-performing characters over the last 12 years reveals that the lifespan of popular Hindi GEC characters has seen a significant drop

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Show me the buzz: Awareness concerns for Hindi GECs

2013 and 2016 saw dramatic drop in average Unaided Awareness (UA) levels of top Hindi GEC shows in their week of launch, highlighting a larger category concern

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