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Optimism vs. Cynicism: The tonal continuum of content

Optimism vs. Cynicism: The tonal continuum of content

This analysis of the top Hindi fiction series of 2023 questions if Hindi fiction content on streaming platforms is overly cynical

Transgender content: First among equals on acceptance

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

The India Box Office Report: August 2023

The India Box Office Report: August 2023

Strong box office results for Gadar 2, Jailer, and OMG 2 make August 2023 the best month this year so far at the Indian box office

Streaming through winds of change

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

Pan India films: An optimistic gamble

Pan India films: An optimistic gamble

The number of South Indian films releasing in Hindi has quadrupled since the pandemic. But there seems little method to the mad rush to release 'Pan India' films. A closer look

Product update: Content testing for documentaries

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

Other Insights

FBO (First-Day Box Office forecast): An explainer

FBO (First-Day Box Office forecast): An explainer

In this explainer, we answer 12 frequently-asked questions related to the Ormax Cinematix parameter FBO (First-Day Box Office), a forecast of box office opening of new films across nine languages

Influencers India Loves

Influencers India Loves

Our new monthly tracking product Ormax Influencers India Loves is the only consumer-generated measure of the popularity of social media influencers in India

ROI: Return on (gender) inclusivity

ROI: Return on (gender) inclusivity

An analysis of the top 150 Hindi theatrical films released between 2017 & 2022 questions the popular notion that female-led films are unviable at the box office

At the box office, size matters!

At the box office, size matters!

The pandemic has widened the chasm between big-ticket films driven by spectacle, action & franchise, and smaller, story-driven films

India's OTT evolution: The North-South divide

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

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

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

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

Expensive movie tickets: A price to pay?

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.

Where are the mothers?

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

Sizing the cinema: How big is India's theatre-going population?

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

Content Testing: An explainer

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

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