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Tag: Ormax Media

  • Ormax Media launches Certificate Program in Indian Media Business

    Ormax Media launches Certificate Program in Indian Media Business

    Mumbai: Entering its 17th year of providing insights to the Indian Media & Entertainment (M&E) industry, media consulting firm Ormax Media has announced its foray into the learning & education domain, with the launch of Certificate Program in Indian Media Business, an online certification course, available separately for students and executives. The program is Ormax Media’s endeavour to help those interested in an M&E career in India make more informed decisions and learn more about the industry from Ormax Media’s team of experts.

    Certificate Program in Indian Media Business offers participants a comprehensive overview of the Indian M&E industry, from a content, marketing, monetisation and distribution perspective. Ormax Media collaborates with over 95 top media & entertainment brands, offering deep industry insights that extend beyond theoretical knowledge. This extensive experience will provide participants with practical understanding and expertise, ensuring they are well-prepared to succeed in the dynamic world of media and entertainment.

    The courses, which start from 27 August 2024, will be available in different batches, with limited seats available in each batch. Upon successfully completing the course, participants will receive a digital certificate from Ormax Media, which would serve as a valuable credential that can open doors in the Indian media & entertainment industry.

    Speaking about the launch of its new education initiative, Ormax Media founder & CEO Shailesh Kapoor said: “Over the last decade, the interest in building a career in the Indian M&E industry has grown significantly. Media companies are now engaging actively with many business schools for placements and internships, and at the same time, we are seeing many young executives make lateral shifts from their marketing, finance or consulting industry jobs to M&E. Despite this growing interest, the amount of credible information on the Indian M&E industry available in the public domain is alarmingly low. This program is our effort to enable such aspirants to take more informed decisions related to their career. At the same time, the program is equally relevant for those who have just entered the industry, as it can fast-track their industry knowledge considerably”.

    For more details on course details, schedule and enrolment process, visit

    ormaxmedia

  • Ormax Media forays into celebrity image consulting

    Ormax Media forays into celebrity image consulting

    Mumbai: Media consulting firm Ormax Media announced the launch of its new consulting tool Ormax Star Image Pulse. The tool marks the company’s foray into celebrity image consulting. It has been designed to help actors in the film and streaming categories, as well as social media influencers, craft their market positioning based on audience intelligence provided by Ormax Media.

    Ormax Star Image Pulse will deploy a mix of primary research (qualitative and quantitative) and data mining of Ormax’s vast repertoire of audience data built over 16 years, to draw out specific insights related to the celebrity’s image among their target audience. Recommendations from an Ormax Star Image Pulse will help a celebrity in various areas of their work, such as project selection, personal branding, and endorsement choices.

    Speaking about Ormax Star Image Pulse, Ormax Media founder & CEO Shailesh Kapoor said, “In a world where a celebrity is surrounded by people who are always putting them on a pedestal – fans, followers, media, employees, industry colleagues – objectivity invariably gets compromised. The distance between the celebrity and the audience increases as the celebrity gets more famous and successful. To hear independent, objective voices, from outside this echo chamber, is a pressing need, which Ormax Star Image Pulse has been designed to fulfil, by acting as a bridge between the celebrity and their real audience”.

    Each Ormax Star Image Pulse project will be customised to the celebrity in question.  At the start of the association, the Ormax team will meet the celebrity to discuss any specific focus areas or questions they are seeking clarity on, and customize the research design and the analytics accordingly.

    Elaborating on the value of Ormax Star Image Pulse for celebrities, Kapoor said: “Ormax Star Image Pulse, or SIP, as we like to call it, is a truly objective tool to answer two questions for any celebrity: ‘What do my audience think of me? What do they want from me?’ Ormax SIP is an audience-based ‘systematic investment plan’ that a celebrity can opt for, towards building their own brand value, in all spheres of their professional life, towards greater recognition and financial gains”.

  • Bodhitree Multimedia’s Gunaah is among top top-viewed shows in India

    Bodhitree Multimedia’s Gunaah is among top top-viewed shows in India

    Mumbai: Bodhitree Multimedia’s latest production, “Gunaah,” streaming on Disney+ Hotstar, has secured 3.4 million views. During the week of 24 to 30 June 2024, Gunaah was amongst the top 5 most viewed OTT shows in India as per the report published by Film Companion in collaboration with Ormax Media, a media consulting firm.

    Directed by Anil Senior and produced by Mautik Tolia, Sukesh Dev Motwani and Persis Siganporia, with Anirudh Pathak as the showrunner, “Gunaah” is a gripping murder mystery. The show features the remarkable talents of Surbhi Jyoti and Gashmeer Mahajani in the lead roles, supported by an outstanding cast that brings this intricate tale of murder, lies, betrayal, love, and friendship to life. The story revolves around Abhimanyu (Gashmeer Mahajani), who suffers an unimaginable betrayal from Surbhi Jyoti’s character, Tara. 

  • India’s theatre-going population surges 29 per cent in 2023, reaching 15.7 Crore, reveals new Ormax report

    India’s theatre-going population surges 29 per cent in 2023, reaching 15.7 Crore, reveals new Ormax report

    Mumbai: A new annual report from media analytics firm Ormax Media, titled Sizing The Cinema: 2024, sheds light on the growth of the Indian theatrical market. The report, based on research conducted in January 2024 among 8,500 Indian audiences across both urban and rural areas, reveals significant growth in the number of theatre-goers in India vis-à-vis the previous year.

    According to the report, India now has 157.4 Million or 15.7 Crore theatre-goers i.e., those who watched at least one film in a theatre in 2023. This not only marks a 29% increase compared to the previous year (12.2 crore) but also surpasses the pre-pandemic level (14.6 crore) by 8%.

    A graph of progress on a graph

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    These 15.7 Crore audience contributed to the 94.3 Crore footfalls at the domestic box office in 2023, which comes to an average of 6.0 films watched by a typical theatre-goer in India, across all languages put together.

    The report also provides demographic (age, gender), geographic and language-wise breakdown of the theatrical audience. Hindi-language cinema has seen the most significant growth, with its audience rising to 9.2 crore, a 58% increase over 2022. Tamil, Telugu, and Kannada films have witnessed a minor drop in audience shares, while Malayalam cinema experienced a 19% increase in audience, rising from 1.0 crore in 2022 to 1.2 crore in 2023.

    Ormax media head: Business Development (Theatrical) Sanket Kulkarni emphasised the importance of such data for industry decision-making, “Market sizing and audience data are as crucial as box office numbers when it comes to strategic decision-making,” Kulkarni said. “With a history of more than 100 years and 12,000 Crore plus box office, the Indian film industry needs and deserves a study of this nature and stature. While it is well understood that the theatrical business has made a sound recovery post the pandemic, this report quantifies the recovery, at the level of markets, languages and demographics, leading to a deeper understanding of India’s theatre-going population.”

    The full report is available by subscription for film studios, production companies, investors, exhibitors, distributors, media agencies and other companies associated with the theatrical category in India.

  • India has 678 million sports audiences: Ormax Sports Audience Report 2024

    India has 678 million sports audiences: Ormax Sports Audience Report 2024

    Mumbai: Media consulting firm Ormax Media has released its latest research report titled The Ormax Sports Audience Report: 2024. The report is based on India’s largest sports research, conducted between Nov 2023 and Jan 2024, among 12,000 audiences across urban and rural India. The report covers 21 sports, 53 sports tournaments, and 52 clubs & franchises, apart from several aspects related to sports viewing behaviour of Indian audiences.

    As per the report, India’s estimated sports audience base is a staggering 678 million (67.8 crore). Cricket, Football & Kabaddi are the top 3 sports, with audience base of 612, 305 & 208 million respectively.

    Speaking about the need for the report, Ormax Media founder & CEO Shailesh Kapoor said, “With an increase in digital consumption, TV viewership is no longer an accurate way of estimating sports consumption in a large and heterogenous country like India. This report is a part of our initiative to build industry data using primary audience research across various categories, and is a follow-up to reports like The Ormax OTT Audience Report, and Sizing The Cinema.”

    According to the report, Chennai Super Kings, Manchester United and Patna Pirates are the most-recalled franchises in each of the top 3 sports. For IPL, Mumbai Indians and Royal Challengers Bangalore take the second spot, after Chennai Super Kings.

    Virat Kohli is the most popular sportsperson in India, while MS Dhoni is ranked no. 2, despite having retired from professional cricket. The report has differences in popularity of various sports tournaments, franchises and players by various demographic and market segments, such as gender, age, NCCS, pop strata, and states.

    Speaking about the report, Keerat Grewal, Head – Business Development (TV, Streaming & Brands), Ormax Media, said: “The Ormax Sports Audience Report: 2024 looks at the Indian sports landscape from an audience-first perspective, and is a comprehensive reckoner for anyone looking at crafting a sports monetization, content or communication strategy for the Indian market, ranging from broadcasters, franchise owners, sports, associations, sports management firms, and advertisers”.

  • Ormax report: Prime Video’s Bawaal is the most-watched direct-to-OTT Hindi film of 2023

    Ormax report: Prime Video’s Bawaal is the most-watched direct-to-OTT Hindi film of 2023

    Mumbai: Ormax media has released the annual version of their report ‘Streaming Originals in India: The 2023 Story’.

    Since 2018-19, Ormax Media has compiled extensive industry data for India’s growing streaming category. Their report, focusing solely on original content, analyses the top shows and films of 2023 in Hindi and International languages. It evaluates them based on viewership, marketing buzz, and content strength. Please note that this report excludes ‘non-original’ streaming content like theatrical films, catch-up television, sports, etc.

    Farzi is the only show to cross the 30 mn viewership mark in 2023 and is now the most-watched SVOD series in India of all time. Both Prime Video and Disney+ Hotstar have six shows in the top 15 list. Two AVOD shows from JioCinema, i.e., Asur 2 & Taali, feature in the top five most-watched shows of the year.

    The top 10 list has a healthy mix of sub-genres (TV show extensions, documentaries, task-based reality competitions, etc.), indicating that the non-fiction category now has significantly more width on OTT than a year or two ago.

    Prime Video’s Bawaal is the most-watched direct-to-OTT Hindi film of 2023, followed by JioCinema’s Bloody Daddy. Netflix features strongly on this list, with six films on the platform crossing the nine million viewership mark.

    Citadel, aided by Priyanka Chopra’s presence, is the most-watched International show of 2023, ahead of the rest of the pack by more than 50 per cent. Every other entry in this list, except Citadel, is a franchise show or brand extension.

    Extraction 2 and Heart Of Stone, both on Netflix, are the only two International films to cross the eight million viewership mark. Two documentary films feature in the top 10 most-watched International films of 2023, both based on the Korean band BTS.

    Farzi (Prime Video) generated the maximum Buzz, followed by S2 of Asur (JioCinema). Only three out of the top 15 ‘buzzing’ shows are franchise shows in 2023 (unlike nine shows in 2022).

    Films featuring theatrical stars dominate the list. Seven out the top 10 films of 2023 on Buzz are from Netflix.

    Only four International properties managed to touch the 15 per cent mark on Buzz in 2023. Seven properties on this list are from Netflix, indicating the strength of their international slate compared to other platforms.

    Asur 2 (JioCinema) is the most-liked Hindi series of 2023. Farzi (Prime Video) and The Railway Men (Netflix) are the only other shows to cross the 70-mark on OPR in 2023.

    Mission Majnu (Netflix), followed closely by Sirf Ek Bandaa Kaafi Hai (ZEE5), is the most-liked direct-to-OTT film of 2023.

    Except for Money Heist (S4 & S5), Loki S2 is the second most-liked International show till date (since the start of tracking in 2020). The top 10 list features shows from a variety of genres and languages.

    Extraction 2 emerged as a break-out success in terms of its audience likeability, being the only International direct-to-OTT film to cross the 75 mark, 10 points higher than the second position on the list.

    For more information, read the report here:

  • OTT in 2023: A year of moderate success as streaming platforms hit the sweet spot

    OTT in 2023: A year of moderate success as streaming platforms hit the sweet spot

    Mumbai: In the ever-evolving landscape of entertainment, Over-The-Top (OTT) streaming platforms have become the go-to destination for consumers seeking on-demand content. From Disney+Hotstar to Netflix, Amazon Prime, Sony LIV, and JioCinema, it’s evident that streaming services have found the elusive sweet spot, achieving a year of moderate success. This success can be attributed to several factors, including content innovation and evolving user experiences.

    According to a report by Ormax Media, they have released select findings of the report, which reveal that the Indian OTT audience universe is currently at 481.1 million (or 48.11 Crore) people. This translated into a penetration of 34 per cent. The report defines an OTT audience who watched at least one online video (free or paid) in the last one month. The report breaks down this universe by gender, age, NCCS, pop strata, states, and cities.

    The report also revealed that there are currently 101.8 million active paid (B2C) OTT subscriptions in India, across 36.4 Million SvOD (B2C) audiences, i.e., an average of 2.8 subscriptions per paying audience member. B2C subscriptions in the report refer to subscribers who have taken a membership directly with the OTT platform, in contrast with B2B subscriptions, which are via telecom packs offered by various operators. Mumbai, Delhi and Bengaluru are the top three cities on paid subscriptions, with more than six million active paid subscriptions each.

    Regulations

    Another highlighting moment of this year was the introduction of the Broadcasting Services (Regulation Bill) 2023. According to the experts, the government’s move to regulate OTT video streaming apps like Netflix, Disney+Hotstar, SonyLiv, etc., under the bill, could affect content innovation and autonomy, derailing the growth path, experts said. Content on OTTs works on a “pull model”, wherein consumers choose the content. As such, any stringent programme and advertising codes might lead to content censorship and affect the audience experience.

    Once the Bill becomes an Act, it would bring streaming platforms such as Netflix and Hotstar completely within the ambit of the ministry of information and broadcasting (MIB) without having to rely on the Information Technology Rules, 2021, government officials said.

    The policy experts however said that first, the Bill should clearly mention if this would supersede the IT Act and second, the government can only amend certain codes of ethics in the IT Act instead of bringing them under a new legislation.

    Sports

    Disney+ Hotstar emerged as a powerhouse in 2023, with its decision to offer cricket tournaments — the Asia Cup and the ICC Men’s Cricket World Cup — free to its mobile users in India. With this, they have set new benchmarks for viewership, redefining the cricketing landscape. The highly anticipated final clash between team India and Australia has not only etched itself into the chronicles of sporting history but has also become the most-watched event ever on both linear TV and digital streaming. It recorded a peak concurrency of 13 Crore viewers on TV and 5.9 crore peak concurrency on Disney+ Hotstar (Digital).

    With the success of both the cricket tournaments, Disney+ Hotstar has also announced this year’s season of Pro Kabaddi League will be available to stream for all the mobile users in India starting 2 December 2023.

    Movies and series of 2023

    Hindi movies like Pathaan, Jawan, Animal, Vaccine War, Gadar 2 Tiger 3, OMG 2, Adipurush etc garned well at the box office and OTT platforms as well.

    There has been a plethora of series from The Railway Men, Kohrra, Trial By Fire, Chamak Scam 2003: The Telgi Story to Taaza Khabar, Farzi, Dahaad, The Night Manager, Citadel etc.

    According to a press statement from Jio Cinema stated that the platform registered 245 crore video views and 540 crore votes across the two months that Bigg Boss OTT 2 streamed on the platform. It also claimed to be the highest viewership for a live streamed event in India, after IPL.

    Reality OTT shows like Shark Tank India Season 2, MasterChef India Season 7, Kaun Banega Crorepati (KBC) Season 15, also fared well at Sony LIV.

  • 3 Idiots, Chennai Express & Hera Pheri hold maximum franchise potential in Hindi cinema: Ormax’s latest report

    3 Idiots, Chennai Express & Hera Pheri hold maximum franchise potential in Hindi cinema: Ormax’s latest report

    Mumbai: Media consulting firm Ormax Media today announced the launch of its new report titled ‘The Bollywood Franchise Report: 2023’. The report identifies Top 100 Hindi film franchises (current & potential), based on audience equity. The research is the result of a survey conducted amongst 3,000 regular Hindi film-goers across India, in Oct-Nov 2023.

    Films released between Jan 1990 to Sep 2023 were assessed in the report. Ormax Media released select findings, which reveal that 3 Idiots, Chennai Express, Hera Pheri, Jawan, and Drishyam are the top 5 franchises (current/ potential) based on audience equity. Notably, Shah Rukh Khan has four entries in the top 10 – Chennai Express (no. 2), Jawan (no. 4), Chak De! India (no. 8) and Pathaan (no. 10). Drishyam stands out as the only suspense thriller franchise amongst the top 10.

    Commenting on the significance of the report, Ormax Media business development (theatrical head)  Sanket Kulkarni said, “Franchise films have been a dominant force driving the growth and stability for Hollywood over the past two decades. The contribution of franchise films to the Hindi theatrical domestic box office has grown from a mere 17 per cent in 2019 to 45 per cent in 2023. As the theatrical landscape increasingly leans toward event-driven films, choosing the right film to expand or initiate the franchise can go a long way in creating a powerful theatrical product. This report will aid studios, producers & content creators take more informed and audience-centric decisions related to greenlighting, budgeting and marketing franchise-based projects in the Hindi film industry.”

    The detailed report, available upon subscription, has the list of top 100 franchises, and insights related to how franchise equity varies across various demographics, such as age, gender, markets, etc.

     

  • Ormax Media launches campaign testing tool Ormax Campaign Express

    Ormax Media launches campaign testing tool Ormax Campaign Express

    Mumbai: Media analytics firm Ormax Media announced the launch of Ormax Campaign Express, its campaign testing tool for across theatrical, streaming and television categories. While Ormax Media has been testing campaigns for films and shows for 15 years now, Ormax Campaign Express brings with it the capability to provide results within an express timeframe of just four days, hence providing a much-needed solution to the dynamic landscape of entertainment marketing, where campaigns are often finalized just days before launch, making conventional ad testing approaches infeasible.

    The tool forecasts key business metrics for each category, i.e., first-day box office for films, first-weekend viewership for OTT shows, and first-week viewership for television. Combined with asset-level likability and qualitative feedback on campaign elements, Ormax Campaign Express delivers holistic recommendations to maximise audience delivery for entertainment campaigns.

    Ormax Media head – business development (streaming, TV & brands) Keerat Grewal emphasised the significance of Ormax Campaign Express, stating: “Despite the acknowledged need for it, campaign testing is sparingly used in the Indian entertainment industry due to a critical constraint – insufficient time for testing. Ormax Campaign Express acknowledges this challenge by providing our business partners with results and action points within a timeframe of just four days.”

    Ormax Media head – business development (theatrical) Sanket Kulkarni highlighted the tool’s potential impact on theatrical releases, stating: “In times of content clutter, reduced attention spans and discerning audience behaviour, a good trailer is more important than ever before. The first reaction of the audience to the teaser or the trailer typically sets the level at which the film will open. All secondary assets can only have an incremental impact of not more than 10-15% at best. With Ormax Campaign Express, we can now deliver results of trailer testing, as well as evaluation of trailer options, in line with the industry’s requirement of quick decision-making.”

    Ormax Media head – content & campaign testing Mitesh Thakkar spoke about the company’s rich experience in campaign testing, stating: “With over a decade of experience in testing 100+ campaigns across domains, we have developed robust metrics and benchmarks to test campaigns of new films, OTT shows and TV shows. With Ormax Campaign Express, we hope to make this expertise available to those business partners who have not been able to use it earlier because of constraints of time.”

    Ormax Campaign Express is now available for use to all film studios, production houses, OTT platforms and TV channels.

     

  • The Ormax OTT Audience Report: 2023 estimates 13.5% growth in India’s OTT audience

    The Ormax OTT Audience Report: 2023 estimates 13.5% growth in India’s OTT audience

    Mumbai: Media consulting firm Ormax Media has released the latest edition of India’s largest audience research to size the OTT universe in the country, titled The Ormax OTT Audience Report: 2023. The research, based on a sample size of 12,000 across urban and rural India, was conducted from July to September 2023.

    Ormax Media released select findings of the report, which reveal that the Indian OTT audience universe is currently at 481.1 Million (or 48.11 Crore) people. This translated into a penetration of 34%. The report defines an OTT audience who watched at least one online video (free or paid) in the last one month. The report breaks down this universe by gender, age, NCCS, pop strata, states, and cities.

    Speaking about the significance of the report, Ormax Media business development head (streaming, TV & brands) Keerat Grewal said, “The latest edition of our annual report reveals that after the upsurge in the Indian OTT market during the pandemic years of 2020 and 2021, the growth has settled down at more moderate levels. The Indian OTT audience base grew 20% from 2021 to 2022, but has grown only 13.5% over the last one year, highlighting that the category is now past the peak growth phase it witnessed in the two preceding years.”

    The report also reveals that there are currently 101.8 Million active paid (B2C) OTT subscriptions in India, across 36.4 Million SVOD (B2C) audiences, i.e., an average of 2.8 subscriptions per paying audience member. B2C subscriptions in the report refer to subscribers who have taken a membership directly with the OTT platform, in contrast with B2B subscriptions, which are via telecom packs offered by various operators. Mumbai, Delhi and Bengaluru are the top 3 cities on paid subscriptions, with more than 6 Million active paid subscriptions each.

    Elaborating on the findings, Grewal said, “The extensive data in this report can help OTT platforms and associated agencies take more informed strategic decisions in areas like pay vs. free strategy, TG and market selection, content and communication strategy, revenue planning, etc. Ormax Media continues to stay committed to the idea of helping the Indian media & entertainment industry use data and analytics towards building more profitable and consumer-centric businesses.”

    The full report is available by subscription for streaming platforms, production companies, media agencies and other companies associated with the OTT category in India.