Ormax Media has released The Ormax Bollywood Audience Report (TOBAR) 2026, based on primary research among 2,000 regular Hindi cinema viewers across India.
It records 57% of Hindi box office revenue comes from audiences under 30 years of age. This share rises to 70% for opening-day collections, making the 15-30 age group a key driver of theatrical performance.
The study represents the 28.5 million regular urban Hindi theatrical audience aged 15 and above and examines audience behaviour, preferences, barriers and marketing touchpoints.
The report is divided into eight sections: Audience Segments, Business Snapshot, Category Drivers & Barriers, Viewing Behaviour, Genres, Appeal Drivers, Marketing Sources and Media Habits.
It identifies five audience groups based on viewing habits and 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).
The report notes that digital platforms are the dominant source of film marketing awareness, with YouTube, Instagram and online ticketing apps ranking highest, followed by in-theatre advertising. Among ticketing platforms, BookMyShow is the most recalled, followed by District.
It also finds that social media is increasingly influencing post-viewing behaviour, with 40% of respondents reporting that they share film-related memes after watching movies in theatres.
On barriers to cinema attendance, the report identifies high food and beverage pricing at theatres as the leading deterrent, ahead of ticket prices.
Speaking about TOBAR 2026, Sanket Kulkarni, Head of 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”.
