Urban romcoms: The Delhi NCR story

An analysis of why Delhi NCR contributes disproportionately to the box office of urban Hindi romcoms

Streaming has a new bias: The male lead

An analysis of 338 Hindi fiction originals since 2022 highlights a growing imbalance in the Indian streaming ecosystem, with male-led stories steadily taking over

Ormax Mpact case study: Realme Hip Hop India 2 on Amazon MX Player

Did brand Realme benefit from its sponsorship of Hip Hop India 2 on Amazon MX Player? Read this Ormax Mpact case study to find out

From CTV to Micro Dramas: India's fascinating OTT spectrum

The simultaneous rise of Connected TV and Micro Drama audiences in India over the last year highlights how the Indian OTT market is expanding at both the premium and the mass ends simultaneously

Product launch: Ormax Sports Track

Our new syndicated tracker, Ormax Sports Track, measures awareness and engagement with sports tournaments among India’s digital audience

India's CTV growth story in numbers

10 key data points from The Ormax OTT Audience Report: 2025, that showcase India's staggering Connected TV (CTV) growth story in numbers

Venn It Happens: OTT & Linear TV audience intersection

The first edition of our new feature Venn It Happens illustrates the intersection between OTT and Linear TV audiences in India, using data from The Ormax OTT Audience Report: 2025

Metro myopia: The blind spot in Hindi OTT storytelling

Hindi OTT fiction space is saturated with metro-based stories, but this analysis based on Ormax Power Rating (OPR) reveals that non-metro and rural settings resonate more deeply with audiences

Criminal Justice: Cutting through the ACT clutter

An analysis of key factors that have contributed to the success of the Criminal Justice franchise in the over-saturated ACT (Action Crime Thriller) genre

Brand Lift measurement tool: Ormax Mpact

An overview of Ormax Mpact, a state-of-the-art Brand Lift Measurement tool designed to help marketers and advertisers evaluate the impact of their media campaigns, collaborations, and innovations

Content Testing Impact: Case Study - Mulk (2018)

How a bold change, based on audience feedback from the test screenings of the 2018 Hindi film Mulk, helped the makers take a more compelling product to the market

Content Testing: Frequently Asked Questions - Part 3

In the third and final edition of this explainer series, we continue to answer frequently-asked questions about our Content Testing work for theatrical, streaming and television domains