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 128 parameters to classify India's SVOD 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 SVOD audience in India) can be seen in the chart below.
The Twitter thread below has more information on these segments, including their pen potraits.
The Ormax OTT Audience Report 2022 classifies urban India's 66.1 Mn SVOD universe (15+ yrs.) into five segments: New To OTT (NTO), Hindi-Streaming Mods (HSM), Special South Squad (S3), Addicted To Streaming (ATS) and What A Wonderful World! (WWW)#Thread 1/7 pic.twitter.com/r5xTWKJ2P0— Ormax Media (@OrmaxMedia) June 15, 2022
To download the pen potraits 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.
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
The return of the Angry Young Man
The 1970s archetype of the Angry Young Man is back in a modern avatar, via characters like Rocky, Pushpa, Kabir Singh and Harshad Mehta. What makes this persona tick in today's times?
O Womaniya! 2022: Quantifying gender disparity in Indian entertainment
The second edition of the O Womaniya! report by Ormax Media & Film Companion, and supported by Prime Video India, reveals glaring statistics on gender disparity in the Indian entertainment industry
Subscribe to stay updated with our latest insights