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Back to the past: Unpacking nostalgia's impact on content consumption

Back to the past: Unpacking nostalgia's impact on content consumption

An analysis of content that is associated with nostalgia reveals the unique benefits offered, and delves into why nostalgia has a positive influence on content engagement

The golden triangle: Decoding Young Adult content on OTT

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

Ormax's OTT viewership estimates: An explainer

Ormax's OTT viewership estimates: An explainer

In this explainer, we answer 12 frequently-asked questions related to our OTT viewership estimates published in our recent year-end report 'Streaming Originals in India'

Streaming originals in India: The 2023 story

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.

On the rise: Reality shows on OTT

On the rise: Reality shows on OTT

The Indian OTT landscape, which has been traditionally dominated by fiction series & direct-to-OTT films, is seeing stronger presence of non-fiction in recent times. A deep-dive on this emerging trend

Cinema is 'buzzing'... and on OTT too!

Cinema is 'buzzing'... and on OTT too!

OTT launches of theatrical films have outperformed web-series and OTT original films on Buzz in 2023, highlighting the power they carry on the streaming medium

Just short of 500 Million

Just short of 500 Million

The latest edition of The Ormax OTT Audience Report sizes India's digital video universe at 481.1 Million users, a modest 13.5% growth vis-a-vis 2022

Optimism vs. Cynicism: The tonal continuum of content

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

Transgender content: First among equals on acceptance

Transgender content: First among equals on acceptance

The success of Taali reiterates that transgender content has a significantly wider appeal in the Indian market than LGBTQIA+ content in general

Streaming through winds of change

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

Product update: Content testing for documentaries

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

Stream Time: The best of 2023 so far

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

India's OTT evolution: The North-South divide

India's OTT evolution: The North-South divide

An analysis on how the Hindi and South OTT industries are at different stages of evolution, on both supply and demand, with the web-series format still trying to find its feet in the South

The OTT brand challenge

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

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

Breaking the buzz barrier

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

It's a new record!

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

Streaming originals in India: The 2022 story

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.

Product Update: OTT (Fiction) Content Testing

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

India's OTT universe: The growth story

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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