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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
The India Box Office Report: February 2023
With only one film nearing the 100 Cr (gross) mark, February 2023 turned out to be a poor month at the India box office, after the year had taken a great start in January
Getting younger
Ormax Media's report Sizing The Cinema: 2023 estimates that Indian cinema has become a ‘younger’ medium now, compared to pre-pandemic. Here's why
Newly crowned
The success of Pathaan has made Shah Rukh Khan the most popular male Hindi film star in India
Where are the mothers?
Popularity share of HGEC female protagonists in the highly-relatable motherhood life-stage has declined significantly over the last six years. But there's more to it than meets the eye
Expensive movie tickets: A price to pay?
What is that “high” level of ticket price that becomes a barrier for a significant section of audience? We conducted an extensive research to find out.
Sizing the cinema: How big is India's theatre-going population?
The 2023 edition of our report Sizing The Cinema estimates the change in India's theatrical universe vis-a-vis pre-pandemic times
A South-skewed spectacle
The prominent South skew in the box office of Avatar: The Way Of Water in India is an outcome of the difference in taste, exposure, and evolution of theatre-goers in South and non-South markets
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.
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
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
Stars India Loves: The Pan India edition
Who are the most popular male and female film stars in India, across languages? Based on analysis using data from our long-running track titled Ormax Stars India Loves, we have the answers!
Product update: Theatrical Content Testing
To account for evolution in audience taste because of the pandemic, engagement drivers used in Ormax Moviescope and Ormax First Draft have been updated in September 2022
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
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
Content Testing: An explainer
In this explainer, we attempt to answer 14 questions we are frequently asked about Content Testing, a.k.a. Test Screenings or Focus Screenings
The curious case of The Kashmir Files
Does the success of The Kashmir Files underline the changing audience taste in a post-pandemic Bollywood? Or is there more to it? This analysis decodes the film's box office performance
Malayalam cinema: Not the usual South Side Story
An analysis of 200 films across the four South Indian languages illustrates how different Malayalam cinema is from the other three industries
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