Ormax Media Launches OTT Tracker to Bridge India's Measurement Gap

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AuthorVihaan Mehta|Published at:
Ormax Media Launches OTT Tracker to Bridge India's Measurement Gap
Overview

Ormax Media has launched Ormax StreamView, a new weekly OTT viewership tracker for the Indian market. This initiative addresses the critical absence of independent, standardized measurement systems in the ad-driven streaming ecosystem, providing advertisers and platforms with essential performance data.

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Addressing a Measurement Gap

Ormax Media has introduced Ormax StreamView, a new weekly tracker designed to measure Over-The-Top (OTT) viewership across India's rapidly expanding streaming market. This launch directly confronts a significant structural issue: the absence of a unified, independent measurement system in a landscape increasingly reliant on advertising revenue.

The Indian OTT market currently lacks a standardized framework comparable to traditional television ratings. Platforms often release viewership data selectively, employing disparate benchmarks. This opacity makes cross-platform analysis challenging for advertisers, agencies, and content owners as they navigate fierce competition for ad budgets.

How StreamView Works

The new service publishes a weekly Top 50 ranking of the most-watched OTT titles, covering content from Monday to Sunday and released each Tuesday. The subscription cycle for StreamView commenced on January 5, 2026. It encompasses long-form content including OTT originals, television programs, theatrical films, sports, non-fiction, and news, while deliberately excluding short-form formats.

Ormax defines a "view" as an individual watching at least 30 minutes of a title weekly. The methodology is a hybrid research model, combining online surveys, Ormax's proprietary OTT consumption panel tracking daily viewing, and statistical projections. The current weekly sample size exceeds 2,500 respondents, with plans to double it to over 5,000 by mid-2026.

Future Enhancements and Impact

Founded by Shailesh Kapoor, Ormax Media has been tracking OTT viewership since 2022. StreamView represents an evolution, now including crucial categories like sports and films that platforms are increasingly programming. Kapoor highlighted that while OTT has scaled, measurement capabilities have lagged, especially as advertising becomes more central to monetization.

Starting April 2026, Ormax plans to introduce segmented reports. These will detail viewership based on parameters like connected TV usage, gender, geography, and media-affluence cohorts. This move responds to advertiser demand for more granular audience targeting and greater accountability in digital video. Independent trackers like StreamView are poised to influence how performance, reach, and pricing are assessed in India's dynamic streaming economy.

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