The India Box Office Report: August 2025

Led by Coolie, War 2 and Lokah Chapter 1: Chandra, August 2025 emerged as another good month at the India Box Office, with gross collections of ₹1,136 Cr

Top 50 streaming originals in India: Jan-Jun 2025

Our mid-year report looks at the most-watched original series and films on streaming platforms in India in the first half of 2025

Mahavatar Narsimha: Mythology wins, animation follows

Despite the limitations of animation at the Indian box office, Mahavatar Narsimha taps into mythology, faith, and collective identity to deliver one of 2025’s biggest blockbusters

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

Saiyaara: Generational pull or gender push?

This analysis, based on Ormax Power Rating, explores whether Saiyaara’s success was truly driven by Gen Z audiences, or if the real story lies in the film’s striking gender divide

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

No man's land: The identity crisis of direct-to-OTT films

This analysis, based on Ormax viewership estimates and Ormax Stream Track data, reveals how the direct-to-OTT film format faces a significant marketing challenge, which limits its ROI

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

Potency: The monetisation metric that matters

Potency is a measure of the efficacy of a show/ film to drive new subscriptions/ renewals for an OTT platform. Here's an analysis of trends on this parameter from Ormax Stream Track

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

Ormax Mpact case study: Bandhan Mutual Fund on India Today TV

This case study, based on the integration executed by Bandhan Mutual Fund on English news channel India Today, showcases our Brand Lift measurement tool Ormax Mpact