Ormax Media launches weekly OTT viewership tracker amid growing demand for independent measurement
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As India’s OTT market becomes increasingly advertising-driven, the lack of a common, independent measurement system has emerged as a structural gap in the streaming ecosystem. Addressing this, Ormax Media has launched Ormax StreamView, a weekly report that estimates OTT viewership across platforms in India.
Streamview: Addressing India’s OTT measurement gap
The product publishes a Top 50 ranking of the most-watched OTT titles in the country each week, covering viewing from Monday to Sunday and released every Tuesday. The subscription cycle began on January 5, 2026. StreamView includes long-form content across OTT originals, television programming, theatrical films, sports, non-fiction, and news, while excluding short-form formats such as reels and trailers.
India currently has no standardised OTT measurement framework comparable to television ratings, with platforms disclosing viewership data selectively and using different benchmarks. This has made cross-platform comparisons difficult for advertisers, agencies, and content owners, even as OTT platforms increasingly compete for advertising budgets rather than just subscriptions.
Ormax's Hybrid Research Model
January 2026
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Under Ormax StreamView’s methodology, a “view” is defined as an individual who watches at least 30 minutes of a title in a given week. The report covers content across all Indian and international languages available in the Indian market.
The measurement system is based on a hybrid research model, combining weekly online surveys, Ormax’s proprietary OTT consumption panel that tracks daily viewing behaviour, and statistical projections to India’s OTT audience universe. The current weekly sample size exceeds 2,500 respondents, which the company plans to expand to over 5,000 respondents by mid-2026.
Ormax has been tracking OTT viewership since 2022, initially focusing on original web series and direct-to-digital films. StreamView marks an expansion of that effort to include sports, television content, and theatrical films now being consumed on streaming platforms—categories that have gained importance as OTT platforms broaden their programming strategies.
“OTT has moved beyond being a niche medium, but measurement has not kept pace with its scale,” said Shailesh Kapoor, founder and CEO of Ormax Media, noting that the need for comparable data has grown as advertising assumes a larger role in OTT monetisation.
From April 2026, Ormax plans to roll out segmented reports based on parameters such as connected TV usage, gender, geography, and media-affluence cohorts—reflecting advertisers’ growing demand for sharper audience targeting and accountability in digital video.
As OTT platforms position themselves alongside television in media planning conversations, independent viewership trackers such as StreamView could influence how performance, reach, and pricing are evaluated in India’s evolving streaming economy.