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
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
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
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
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
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
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!
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
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
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
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
Say No to 'Regional'
In a country that has a rich and diverse content landscape, the word “Regional” has an unmistakable ring of condescension, subliminally cueing a hierarchical relationship
The return of the Angry Young Man
The 1970s archetype of the Angry Young Man is back in a modern avatar, via characters like Rocky, Pushpa, Kabir Singh and Harshad Mehta. What makes this persona tick in today's times?
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
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
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
Dubbed & delivered
The Ormax OTT Audience Profiling Report 2022 reveals how dubbing has unlocked huge content potential in the Indian entertainment market
Now Streaming, at an app near you
Theatrical films are one of the more inclusive content types for streamers in India. Which platforms have the strongest film libraries, with recent box office hits?
Beyond the 'good looks'
On the occasion of International Women's Day, this analysis examines if the emergence of streaming content has changed the portrayal of women characters vis-a-vis Bollywood
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