Audience tracking is central to Ormax Media's work. We operate multiple trackers to measure the awareness and impact of marketing campaigns across categories, from theatrical films (Ormax Cinematix) to streaming originals (Ormax Stream Track) to GEC launches (Ormax Showbuzz). The newest addition is Ormax Sports Track, which leverages audience research to assess the performance of sports tournaments on digital platforms in India.

Acquiring streaming rights for sporting properties requires significant investment from OTT platforms. However, these properties often serve as tentpole content, playing a crucial role in driving both new subscriptions and advertising revenue, making them strategically invaluable. While the potential of a sporting property is shaped by factors such as the sport itself, its format, participating players, and the property’s brand value, effective marketing by the platform can unlock additional audience. With a massive sports audience base of 678.2 million in India, the opportunity to attract new viewers is substantial. Ormax Sports Track is a tracking tool designed to capture the marketing impact of sports campaigns by OTT platforms.

At any given time, 25–30 sports properties are either on air or gearing up for launch across various OTT platforms in India. These span a wide range of sports, including cricket, football, kabaddi, tennis, and wrestling. Ormax Sports Track is an integrated tool that measures how these properties are performing among India’s digital sports audience on four key parameters (outlined below). Each property is tracked from the stage of its launch announcement right through to its final game.

Research Design

Ormax Sports Track is a syndicated tool powered by weekly online research among 600+ regular OTT sports viewers. The gender and age composition of the sample is aligned with The Ormax Sports Audience Report 2024. The reporting markets are split evenly between metros (50%; further segmented into Mumbai, Delhi NCR, South Metros, and Kolkata) and non-metros (50%; segmented into West-Central, North, and South). Subscribers receive a mid-week report every Tuesday, and an end-of-week report every Friday, which also includes TG trends for properties running on their platform.

Parameters

There are four key parameters in an Ormax Sports Track report.

Buzz is a score on a 0-100 scale that measures % audience who recalled the tournament unaided, when asked to recall upcoming or currently-running sports tournaments/ leagues/ series. It is a strong indicator of the talk value of the property, i.e., the degree and effectiveness of conversations around it among regular sports audiences.

Reach is a score on a 0-100 scale that measures % audience who are aware of the name of the tournament, i.e., said ‘Yes’ when asked if they have heard of the tournament (aided recall). It captures how wide the campaign has managed to penetrate among regular sports audiences.

Appeal is a score on a 0-100 scale that measures % audience who are definitely interested in watching (or continue watching) the tournament, among those aware of it. It is a strong indicator of the strength of the campaign, i.e., the collective pull of the tournament’s features (sport, team, format, platform, etc.), as communicated via the various assets in the campaign.

Potency is a score on a 0-100 scale that measures % audience who are interested in subscribing to a pay platform specifically to watch the tournament. It is a measure of the efficacy of a tournament to drive new subscriptions/ renewals.

Report

The sample report below is for the tracking cycle of July 25-31, 2025. The report is divided into three sections - Cricket, Football & Other Sports - for ease of comprehension. Tournaments are classified as Pre-launch, Launch (first four weeks) and Ongoing (Wk 5 onwards) for ease of classification and benchmarking.

To subscribe to Ormax Sports Track, please drop in an email to [email protected], and we will connect with you soon.