By Our Insights Desk
In the absence of any central measurement, it’s difficult to gauge which shows or films delivered audience on streaming, and which ones fell short. AVOD platforms put our numbers for their marquee properties, but the metrics vary by platform, and there's no standardisation of messaging. From views to audience to watch time to viewing sessions, there are many numbers floating around, but little clarity. SVOD platforms do not reveal viewership data to begin with, except the highlights we get every week that we get on the Netflix Top 10 site.
Since 2018-19, Ormax Media has been extensively working to build industry data in the fast-growing streaming category in India. Through our various products and tracks, we now have sufficient data points to monitor the evolution of the streaming category, especially since the onset of the pandemic in 2020. Our new report Streaming Originals in India: Mid-year Review (Jan-Jun 2023) in an outcome of this initiative.
The report looks at the top original shows and films released in the first six months of 2023, in Hindi & International languages, on three parameters: Viewership, Marketing Buzz & Content Strength. The report focuses only on original content, and does not cover other ‘non-original’ content on streaming, such as theatrical films, catch-up television, sports, etc.
You can download the report here.
Optimism vs. Cynicism: The tonal continuum of content
This analysis of the top Hindi fiction series of 2023 questions if Hindi fiction content on streaming platforms is overly cynical
Transgender content: First among equals on acceptance
The success of Taali reiterates that transgender content has a significantly wider appeal in the Indian market than LGBTQIA+ content in general
Streaming through winds of change
Enabled by a wider reach and a more inclusive demographic, the fundamental character of the Indian web-series space is witnessing a significant change in 2023
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