By Our Insights Desk
We recently released The Ormax OTT Audience Profiling Report 2022, which profiles the 66.1 Million SVOD and 99.7 Million AVOD adult (15+) audience in Urban India. A section of the report, titled Audience Segmentation, uses cluster analysis on 65 parameters to classify India's AVOD audience into five segments, based on their viewing behaviour and content taste.
The definition of these five segments, and their relative size (% of adult urban AVOD audience in India) can be seen in the chart below.
The Twitter thread below has more information on these segments, including their pen portraits.
The Ormax OTT Audience Report 2022 classifies urban India's 99.7 Mn AVOD universe (15+ yrs.) into five segments: Knowledge & Adrenaline Seekers (KAS), The Family Woman (FW), Pan-India Masala (PIM), Ready To Go SVOD (RTGS) and The TV Traditionalists (T3).#Thread 1/7 pic.twitter.com/GJ02WCYb4M— Ormax Media (@OrmaxMedia) June 17, 2022
To download the pen portraits of the five SVOD segments in PDF format, click here, or watch in the video format here:
To subscribe to The Ormax OTT Audience Report 2022, please drop in an email to firstname.lastname@example.org, and we will connect with you soon.
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.
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
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
Subscribe to stay updated with our latest insights