Segmenting Indian SVOD audience

The Ormax OTT Audience Profiling Report 2022 classifies the 66.1 Mn (urban adult) SVOD universe in India into five segments

Published on June 16, 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 SVOD audience base based on 128 parameters capturing their viewing behaviour and content taste
The five SVOD segments, labeled New To OTT (NTO), Hindi-Streaming Mods (HSM), Special South Squad (S3), Addicted To Streaming (ATS) and What A Wonderful World! (WWW), 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 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 [email protected], and we will connect with you soon.

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