Segmenting Indian AVOD audience

The Ormax OTT Audience Profiling Report 2022 classifies the 99.7 Mn (urban adult) AVOD universe in India into five segments

Published on June 20, 2022 • 3 mins read

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By Our Insights Desk

Summary

The Ormax OTT Audience Profiles Report 2022 uses an approach that goes beyond demographics, to segment the AVOD audience base based on 65 parameters capturing their viewing behaviour and content taste
The five AVOD segments, labeled Knowledge & Adrenaline Seekers (KAS), The Family Woman (FW), Pan-India Masala (PIM), Ready To Go SVOD (RTGS) and The TV Traditionalists (T3), have been defined and detailed in the report
This article provides links to download the pen portraits of these segments

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 AVOD 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 [email protected], and we will connect with you soon.

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