Ormax Media has released The Ormax Bollywood Audience Report (TOBAR) 2026, a study based on primary research conducted among 2,000 regular Hindi theatregoers across India. The report represents a market of 28.5 million urban Hindi cinema audiences aged 15 and above.
Available through subscription, the report examines audience behaviour, content preferences, barriers to movie-going and marketing influences in the Hindi theatrical market.
The report is divided into eight sections: Audience Segments, Business Snapshot, Category Drivers & Barriers, Viewing Behaviour, Genres, Appeal Drivers, Marketing Sources and Media Habits.
TOBAR identifies five audience segments based on viewing patterns and content preferences: Frequent Film Fanatics (F3), The Gen-Z Gang (GEN-Z), The Masala Men (TMM), Spectacle & Story Seekers (SSS), and Rarely at the Theatres (RARE).
Among its findings, the report states that 57% of Hindi box office revenue comes from audiences under the age of 30. The figure rises to 70% for first-day collections, indicating the importance of the 15–30 age group for film marketing.
The study also found that digital platforms dominate film discovery and marketing touchpoints, with YouTube, Instagram and online ticketing apps emerging as the top sources, followed by in-theatre advertising. Among ticketing platforms, BookMyShow recorded the highest recall, followed by District.
According to the report, social media continues to shape post-viewing behaviour, with 40% of respondents saying they share film-related memes after watching movies in theatres.
The report also noted that high food and beverage prices at cinemas are a bigger barrier to frequent movie-going than ticket prices.
Speaking about TOBAR 2026, Sanket Kulkarni, head: Business Development (Theatrical) at 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”.
