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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
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
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
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
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
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
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
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
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!
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
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
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
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
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?
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?
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?
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
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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