iWorld
Ormax StreamView steps in to decode India’s OTT viewing habits
MUMBAI: India’s OTT boom has no shortage of numbers, but clarity has often been missing. Ormax Media is now stepping in with Ormax StreamView, a syndicated measurement product designed to offer an independent, consistent snapshot of what audiences across India are actually watching on streaming platforms.
With OTT platforms following varied and often selective disclosure practices, StreamView aims to bring order to the chaos. Starting January 5, 2026, the service will release a weekly list of the top 50 most-watched OTT properties in India, published every Tuesday and covering viewership from the previous week.
The tracker focuses on long-form content across the OTT spectrum, from originals and theatrical films to general entertainment shows, non-fiction, sports and news. Short-form formats such as reels, shorts, songs, trailers and micro-dramas are deliberately left out. The coverage spans all Indian and international languages, reflecting the true sprawl of India’s streaming appetite.
In Ormax’s definition, a ‘view’ is not a casual scroll-by. It counts any individual who has watched a title for at least 30 minutes in a given week in India, setting a clear and comparable benchmark.
Behind the numbers sits a three-step hybrid research model. This includes an online OTT viewership tracker, an in-house panel that logs daily viewing behaviour, and statistical projections based on Ormax’s established OTT audience report. At launch, the methodology covers more than 2,500 respondents every week, with plans to scale up to 5,000 by mid-2026.
From April 2026, StreamView will widen its lens further with target group-specific reports. These will break down viewing patterns by segments such as Connected TV users, gender, geography and media affluence.
Ormax Media founder and CEO Shailesh Kapoor, said the timing could not be better. “OTT is now a mainstream medium, but the industry lacks a consistent, independent view of what audiences are actually watching. Ormax StreamView is our attempt to bring clarity, comparability and credibility to OTT viewership reporting in India, especially as advertising becomes central to the category.”
Ormax Media head of business development for streaming, television and brands Keerat Grewal, adds that the initiative builds on years of groundwork. “We began tracking OTT viewership in 2022 with a focus on originals. StreamView takes this much further by reporting across all major OTT content types, from sports and GEC programming to films and web series. It offers platforms, creators, advertisers and agencies a steady, third-party view of what is truly being watched, week after week.”
In a market obsessed with views but short on common ground, Ormax StreamView is positioning itself as the scorecard India’s streaming wars have been waiting for.
