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Ormax Media Pvt. Ltd.

Product update: Content testing for documentaries

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
Published on August 14, 2023   •   2 mins read
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By Our Insights Desk

Summary
  • The documentary format is gaining traction in the Indian streaming market, in terms of the audience demand, as well as the supply from the platform side
  • Our OTT content testing tool, Ormax Stream Test, has been updated, and now has the capability to test shows/films in the documentary format
  • Nine drivers that contribute to the audience likability of documentaries, have been identified through primary research, and form the foundation of this update

14 Indian documentaries have released on major streaming platforms in India since the start of 2022. Additionally, several international documentaries are beginning to find traction in India, suggesting that the documentary genre is acquiring higher interest in the Indian market. Given the growing interest in documentaries in India since the pandemic, we estimate more audience demand for this format in the coming years in the Indian market. Therefore, to enable platforms to take prudent content and marketing decisions in the documentary genre, we have updated our content testing tool, Ormax Stream Test, to have the capability of testing shows in the documentaries format.

Like all content testing done by us in streaming, theatrical and television domains, Ormax Power Rating (OPR), a number on the 0-100 scale, that is a strong predictor of the likely audience engagement when the property being tested is eventually released, is at the crux of testing documentaries as well. Our testing products - Ormax Stream Test, Ormax Moviescope, Ormax First Draft & Ormax True Value - use an analytics tool that assigns weightages to different drivers, and fuses primary research data collected from the audience with these weightages, to calculate the OPR.

The upgrade identifies nine key drivers of content engagement for documentaries, among Indian audiences. These drivers, and their weightages, can be seen in the chart below.

Docu.png

You can see detailed definitions of these drivers, along with examples of Indian documentaries that rate high on each of them, here.

With this upgrade in the documentary genre, we now have the ability to test content in fiction series (limited & unlimited), films, non-fiction (reality shows), non-fiction (documentaries), and animations genres.

For inquiries, you can connect with us through the Contact section of this website.

Ormax Products Ormax Stream Test Ormax Power Rating Streaming OTT Non-fiction
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