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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
Ormax Cinematix's FBO: Accuracy update (September 2025)
This edition of our monthly blog summarises Ormax Cinematix's box office forecasts (FBO) for all major September 2025 releases vis-à-vis their actual box-office openings
The Ormax OTT Audience Report: 2025
The latest edition of The Ormax OTT Audience Report sizes India’s digital video universe at 601.2 million users. The CTV universe has grown by a staggering 85% in a single year, to 129.2 million
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
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
Product launch: Ormax Sports Track
Our new syndicated tracker, Ormax Sports Track, measures awareness and engagement with sports tournaments among India’s digital audience
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
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
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
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
Linear television: Is it future-proof?
Using Ormax Media's Seven Needs Model for the linear television category, the author attempts to ascertain if the medium can stay afloat amidst the growth of digital content
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
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