The OTT landscape in India is thriving like never before, with 2024 proving to be a milestone year for streaming platforms. Ormax Media’s The 2024 Story provides invaluable insights into audience behavior, content preferences, and emerging trends in the world of streaming originals. This report serves as a guiding light for film marketers and distributors looking to navigate and leverage the immense opportunities the OTT space offers.
Key Findings
1. Most-Watched Content
- Hindi Originals Dominate: Mirzapur S3 (Prime Video) topped the charts, surpassing 30 million viewers, with Panchayat S3 and Gullak S4 close behind.
- Regional Powerhouses: Telugu and Tamil content continue to thrive, with Save The Tigers S2 (Disney+ Hotstar) and Inspector Rishi (Prime Video) leading their respective categories.
- Global Appeal: International series like Squid Game S2 shattered viewership records, becoming the most-watched international show in India with 19.6 million viewers.
2. Audience Buzz and Engagement
- High Recall Shows: Mirzapur S3 achieved an impressive 63% peak buzz, making it one of the most talked-about properties of all time.
- Loyal Fanbases: Franchises like House of the Dragon S2 and The Boys S4 demonstrated that well-loved series maintain strong cultural relevance.
3. Content Strength (OPR – Ormax Power Rating)
- Top Performers: Panchayat S3 emerged as the most-loved Hindi web series with a stellar OPR of 77. Regional and international hits, such as Chutney Sambar (Tamil) and Squid Game S2, also scored highly in audience favorability.
- Film Success: Netflix dominated with Maharaj, Sector 36, and Amar Singh Chamkila ranking among the most-liked Hindi films.
How This Report Can Help Film Marketers and Distributors
1. Data-Driven Decisions for Distribution
The report highlights viewership trends across languages and genres, offering distributors clarity on where to invest. Whether it’s Hindi, regional, or international content, marketers can identify high-potential platforms and audience demographics.
2. Amplifying Marketing Campaigns
- Riding the Buzz: Shows and films with high buzz scores like Mirzapur S3 and Squid Game S2 present perfect opportunities for promotional tie-ins, product placements, and ad partnerships.
- Regional Targeting: With Telugu and Tamil originals showing strong growth, distributors can tailor campaigns to regional audiences, expanding their reach and relevance.
3. Choosing the Right Platform
Netflix and Prime Video dominate in viewership and audience engagement. Marketers can prioritize these platforms for exclusive releases or collaborations to maximize visibility.
4. Franchises Drive Success
The popularity of franchises like Mirzapur, Squid Game, and The Boys underlines the value of sequels and spin-offs. Distributors can capitalize on existing fanbases by promoting sequels or investing in similar genres.
5. Enhancing Audience Engagement
The Ormax Power Rating (OPR) gives a clear picture of what resonates with audiences. Distributors can focus on properties with high OPR to maximize audience retention and word-of-mouth promotion.
6. Partnerships with Reality and Unscripted Content
Unscripted hits like Bigg Boss OTT S3 showcase the enduring appeal of reality content. These formats are ripe for brand integrations and co-marketing campaigns, offering high visibility and engagement.
The Way Forward
Ormax Media’s 2024 report highlights the unparalleled potential of India’s streaming ecosystem. For marketers and distributors, it’s a playbook for success—offering actionable insights to build impactful campaigns, select the right platforms, and foster stronger audience connections. By leveraging these trends and metrics, brands can truly unlock the full potential of India’s OTT revolution.
