Key Findings from TOBAR 2026
The report surfaces several significant insights about how Hindi film audiences have evolved and how they discover, engage with, and respond to cinema today.
Film marketing is now firmly dominated by digital channels, with YouTube, Instagram, and online ticketing apps emerging as the top three marketing sources for Hindi films — followed by in-theatre advertising. Among ticketing apps, BookMyShow has the highest recall among audiences, followed by District.
The youth audience is the engine of Hindi box office performance. 57% of Hindi box office revenue comes from audiences below the age of 30 — a proportion that rises sharply to 70% for first-day box office collections, making the 15-30 age group a critical segment from a marketing perspective.
Social media is playing an increasingly central role in the film viewing experience, with 40% of audiences sharing film-related memes on social media after watching a film in theatres — reflecting the growing interplay between the theatrical experience and digital culture.
On the barriers side, overpriced food and beverages at movie theatres has emerged as the single biggest barrier preventing higher frequency of moviegoing — ranking even above high ticket prices as a deterrent for audiences.
Sanket Kulkarni, Head: Business Development (Theatrical), Ormax Media, said, “The post-pandemic phase has been one of uncertainty for the Hindi film industry, alongside visible shifts in audience profiles, content choices and viewing behaviour. TOBAR 2026 offers rich, layered data on how Hindi film audiences have evolved over the last five years, shaped not just by the theatrical experience, but also by the growing influence of digital media consumption. For studios and content creators planning and marketing Hindi theatrical content in a 2026-28 context, the report serves as an audience guide, with sharp insights into audience preferences and expectations.”
