We recently released The Ormax OTT Audience Profiling Report 2022, which profiles the 66.1 Million SVOD and 99.7 Million AVOD adult (15+) audience in Urban India. A section of the report, titled Audience Segmentation, uses cluster analysis on 65 parameters to classify India's AVOD audience into five segments, based on their viewing behaviour and content taste.

The definition of these five segments, and their relative size (% of adult urban AVOD audience in India) can be seen in the chart below.

The Twitter thread below has more information on these segments, including their pen portraits.

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