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Featured Insights

It's a new record!

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

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

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

Newly crowned

The success of Pathaan has made Shah Rukh Khan the most popular male Hindi film star in India

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

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.

Other Insights

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

A South-skewed spectacle

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

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

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

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

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

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'

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

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

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

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

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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