Digital platforms including YouTube, Instagram and online ticketing apps have emerged as the most influential marketing touchpoints for Hindi films, according to Ormax Media’s latest audience study, underscoring the growing role of social media and digital discovery in theatrical movie consumption.
Media consulting firm Ormax Media on Thursday released The Ormax Bollywood Audience Report (TOBAR) 2026, based on primary research conducted among 2,000 regular Hindi theatregoers across urban India, representing an estimated 28.5 million regular Hindi cinema viewers aged 15 and above.
The report found that film marketing is now largely driven by digital platforms, with YouTube, Instagram and online ticketing apps emerging as the top three discovery sources for Hindi films, ahead of traditional advertising channels such as in-theatre promotions. Among ticketing platforms, BookMyShow recorded the highest recall, followed by District.
The study also highlighted the increasing influence of social media on movie-going behaviour. Around 40 percent of respondents said they shared film-related memes on social media after watching a film in theatres, indicating the growing role of online conversations and meme culture in extending a film’s visibility beyond release windows.
According to the report, audiences below the age of 30 contribute 57 percent of Hindi box office collections, while their share rises to 70 percent for first-day box office revenues, making younger viewers a key target segment for theatrical film marketing campaigns.
The research further pointed to rising consumer concerns around cinema pricing. Overpriced food and beverage offerings at theatres emerged as the biggest barrier to higher movie-going frequency, ranking ahead of high ticket prices.
TOBAR 2026 segments Hindi cinema audiences into five categories based on viewing behaviour 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).
Sanket Kulkarni, head of 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”.
