Streaming Originals in India: Mid-Year Review, a report from Ormax Media. More than Ormax Media has released a report titled ‘Streaming Originals in India: Mid-Year Review which provides data on the most watched movies and OTT shows in India in 2023. The report looks at the top original shows and films released in 2023 in Hindi and International languages based on three parameters: Viewership, Marketing, Buzz & Content Strength. The report focuses only on original content and doesn’t cover other non-original content on streaming such as theatrical films, catch up Television shows, Sports etc.
With a staggering 37.1 million viewership, Shahid Kapoor and Vijay Sethupathi starrer Farzi topped the list of most watched Hindi web series. Farzi is the only show to cross the 30 Mn viewership mark in 2023, and is now the most-watched SVOD series in India of all time, the report states. Aditya Roy Kapoor starrer, The Night Manager was viewed by 28.6 million viewers. The show was streamed on Disney + Hotstar. Another show from the same platform Taaza Khabar came third with a viewership of 23.5 million.
Both Prime Video and Disney+ Hotstar have 6 shows in the top 15 list. Two AVOD shows from JioCinema, i.e., Asur 2 & Taali, feature in the top 5 most-watched shows of the year.
BigBoss OTT- S2 topped the unscripted shows category with a viewership of 19.5 million followed by Koffee with Karan with 15.4 million viewers.Temptation Island India with 13.5 million viewers came third. The top 10 list has a healthy mix of sub-genres (TV show extensions, documentaries, task-based reality competitions, etc.), indicating that the non-fiction category now has significantly more width on OTT than a year or two ago.
Prime Video’s Bawaal is the most-watched direct-to-OTT Hindi film of 2023 with 21.2 million viewers followed by JioCinema’s Bloody Daddy with 17 million viewers. Netflix features strongly on this list, with six films on the platform crossing the 9 Mn viewership mark.
Citadel, aided by Priyanka Chopra’s presence, is the most-watched International show of 2023, ahead of the rest of the pack by more than 50 pc. Every other entry in this list, except Citadel, is a franchise show or brand extension. The show had a viewership of 17 million followed by The Mandalorian S3 with 11.3 million.
Extraction 2 topped the list of most watched international films with 9.2 million viewers followed by Heart of Stone with 8.5 million viewers. Extraction 2 and Heart Of Stone, both on Netflix, are the only two International films to cross the 8 Mn viewership mark. Two documentary films feature in the top 10 most-watched International films of 2023, both based on the Korean band BTS.
Buzzing shows
Buzz is a score on a 0-100 scale that measures the percentage audience who recalled the show or film unaided, when asked to recall upcoming or recently-launched streaming shows or films.
Farzi (Prime Video) generated the maximum Buzz, followed by S2 of Asur (JioCinema). Only 3 out of the top 15 ‘buzzing’ shows are franchise shows in 2023 (unlike 9 shows in 2022).
Bloody Daddy topped the list of most buzzing Hindi films followed by Bawaal and Lust Stories 2.
Only four International properties managed to touch the 15 pc mark on Buzz in 2023. 7 properties on this list. Citadel came first with 23 million.
Content Strength- based on Ormax Power Rating
Higher OPR leads to higher conversion of initial sampling to total sampling, as well as higher completion rates.
Asur 2 (JioCinema) is the most-liked Hindi series of 2023. Farzi (Prime Video) and The Railway Men (Netflix) are the only other shows to cross the 70-mark on OPR in 2023.
Mission Majnu (Netflix), followed closely by Sirf Ek Bandaa Kaafi Hai (ZEE5), is the most-liked direct-to-OTT film of 2023.
With the exception of Money Heist (S4 & S5), Loki S2 is the second most-liked International show till date (since the start of tracking in 2020). The top 10 list features shows from a variety of genres and languages.
Extraction 2 emerged as a break-out success in terms of its audience likeability, being the only International direct-to-OTT film to cross the 75-mark, 10 points higher than the 2nd position on the list.
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