Ormax Media has released ‘The Ormax Bollywood Audience Report (TOBAR) 2026’, a research-led study examining the evolving behaviour, preferences and media habits of Hindi cinema audiences in India. Based on primary research conducted among 2,000 regular Hindi theatregoers across urban India, the report represents the 28.5 million market of regular Hindi cinema audiences aged 15 years and above.
Available through subscription, the report analyses audience behaviour across eight sections: Audience Segments, Business Snapshot, Category Drivers & Barriers, Viewing Behaviour, Genres, Appeal Drivers, Marketing Sources and Media Habits. The findings offer insights into how digital media consumption and changing entertainment patterns are influencing theatrical film marketing and audience engagement.
One of the report’s key findings is the growing dominance of digital platforms in film discovery and promotion. According to the study, YouTube, Instagram and online ticketing apps have emerged as the top marketing touchpoints influencing Hindi film audiences, followed by in-theatre advertising. Among online ticketing platforms, BookMyShow recorded the highest audience recall, followed by District.
The report also highlights the increasing role of social media in extending film engagement beyond the cinema hall. Around 40% of respondents said they share film-related memes on social media after watching a movie in theatres, indicating how online conversations and user-generated content are becoming integrated into audience experiences and film visibility.
TOBAR 2026 identifies five distinct audience cohorts based on viewing behaviour and content preferences. These include Frequent Film Fanatics (F3), The Gen-Z Gang (GEN-Z), The Masala Men (TMM), Spectacle & Story Seekers (SSS), and Rarely at the Theatres (RARE). The segmentation aims to help studios, distributors and marketers tailor communication and content strategies to more specific audience groups.
The report further underlines the importance of younger audiences in driving theatrical business. Audiences below the age of 30 account for 57% of the Hindi box office, while the figure rises to 70% for first-day box office collections. The findings position the 15-30 age group as a critical segment for theatrical marketing campaigns, particularly in areas such as digital engagement, influencer-led communication and social-first promotional activity.
Beyond marketing touchpoints, the report also identifies barriers impacting cinema-going frequency. Overpriced food and beverage offerings at theatres emerged as the biggest deterrent to higher movie-going incidence, ranking above high ticket prices. The findings suggest that the overall cinema experience continues to influence audience behaviour alongside content and promotional factors.
Sanket Kulkarni 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”.
With audience discovery increasingly fragmented across digital channels, the report points to a wider shift in Hindi film marketing strategies, where social media platforms, content-led engagement and ticketing ecosystems are becoming central to campaign planning and audience outreach.
