iWorld
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.
iWorld
Subedaar puts Indian original cinema on the global map with record-breaking Prime Video debut
MUMBAI: Prime Video has a runaway hit on its hands. Subedaar, the gritty action drama starring Anil Kapoor, has stormed to become the most-watched Indian original movie on the platform in its opening weekend, cracking the Top 10 across 31 countries and landing in 91 per cent of India’s pin codes within days of its March 5 premiere.
The film, a visceral, emotionally-charged story of a retired soldier, Subedaar Arjun Maurya, wrestling with civilian life amid crime and corruption, has struck a nerve. Directed by Suresh Triveni and co-starring Radhikka Madan, Mona Singh, Saurabh Shukla, Aditya Rawal, Faisal Malik, and Khushboo Sundar, the film is already being hailed as a showcase for what Indian original storytelling can achieve on the world stage.
“Subedaar’s success is a reflection of the growing scale and global resonance of Indian storytelling,” said Nikhil Madhok, director and head of originals at Prime Video India. “The film’s emotional narrative, its rooted portrayal of a soldier confronting his toughest battles beyond the battlefield, has struck a chord. Anil Kapoor delivers an acting masterclass, while Suresh Triveni’s solid direction and great performances from the ensemble cast have resulted in love and appreciation from customers across the world.”
Kapoor, 62, has been here before, but rarely at this altitude. Written by Triveni and Prajwal Chandrashekar, with dialogues by Triveni, Saurabh Dwivedi, and Chandrashekar, the film is a production by Opening Image Films in association with Anil Kapoor Film & Communication Network (AKFCN), produced by Vikram Malhotra, Kapoor, and Triveni.
Subedaar streams exclusively on Prime Video in Hindi, Tamil, and Telugu across India, and in over 240 countries and territories worldwide.
For Prime Video, the numbers tell the real story: one weekend, one film, a global footprint, and a very loud signal that Indian original cinema is no longer just travelling well. It’s arriving.
