Mumbai: Ormax Media has announced the launch of Ormax Sports Track, a syndicated audience research tool designed to measure the engagement and marketing impact of sports tournaments on digital platforms across India.
With India’s sports audience pegged at 678.2 million, as per The Ormax Sports Audience Report 2024, OTT platforms have been making significant investments in sports properties — spanning cricket, football, kabaddi, tennis, wrestling, and more. Ormax Sports Track has been developed to help platforms and sports leagues understand and optimise the performance of these investments.
The tracker evaluates tournaments on four key parameters — Buzz, Reach, Appeal, and Potency — starting from the announcement stage right through to the final game, offering a comprehensive view of audience engagement across the tournament lifecycle.
Keerat Grewal, Head of Business Development (Streaming, Television & Brands) at Ormax Media, said, “With Ormax Sports Track, OTT platforms now have a powerful, subscription-based tool to benchmark the impact of their sports campaigns against industry-wide trends. This tool integrates rigorous audience tracking with strategic insights, helping clients drive subscriptions, optimise marketing spend, and stand out in a crowded sports landscape.”
The research is conducted via weekly online surveys with 600 regular OTT sports viewers, using a sample composition aligned to The Ormax Sports Audience Report 2024. Coverage is evenly split between metro and non-metro audiences to ensure a balanced view of sentiment across markets. Subscribers receive two updates each week — a mid-week report every Tuesday and an end-of-week report every Friday — enabling swift action on emerging trends and shifts in audience interest.
With sports properties increasingly serving as tentpole content for OTT platforms, the launch of Ormax Sports Track provides a data-driven, independent benchmarking tool that can inform content strategy, boost marketing efficiency, and improve ROI for stakeholders across the sports and digital media ecosystem.
