By Our Insights Desk
In the absence of any central measurement, it’s very difficult to gauge which shows or films delivered audience on streaming, and which ones fell short. Since 2018-19, Ormax Media has been extensively working to build industry data in this fast-growing 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 year-end report, titled Streaming Originals in India: The 2022 Story, lists at the top original shows and direct-to-OTT films released in 2022, 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 in PDF format here.
Watch in video format below:
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
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
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