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Ormax Media
has introduced Ormax Sports Track, a new research tool designed to measure audience engagement and marketing impact of sports tournaments on digital platforms across India. With India’s sports audience estimated at 678.2 million in The Ormax Sports Audience Report 2024,
OTT platforms
are investing heavily in sports content, including cricket, football, kabaddi, tennis, and wrestling. Ormax Sports Track aims to help platforms and sports leagues understand and optimise the performance of these properties. The tool evaluates tournaments on four parameters—Buzz, Reach, Appeal, and Potency—from the announcement of the event to its final game, providing a complete view of audience engagement throughout the tournament. Keerat Grewal, Head of Business Development (Streaming, Television & Brands) at Ormax Media, said, “With Ormax Sports Track, OTT platforms now have a subscription-based tool to benchmark the impact of their sports campaigns against industry-wide trends. It integrates audience tracking with strategic insights, helping clients drive subscriptions and optimise marketing spend.” The research is conducted through weekly online surveys with 600 regular OTT sports viewers, covering both metros and non-metros. Subscribers receive mid-week and end-of-week reports, enabling them to respond quickly to trends and audience shifts.
As sports continue to be a key driver of OTT content, Ormax Sports Track provides data-driven, independent benchmarks. Platforms can use the insights to refine content strategy, improve marketing efficiency, and assess return on investment, supporting informed decisions across the sports and media ecosystem.