Ormax Media has officially launched Ormax Media Affluence (OMA), a revolutionary audience classification system specifically engineered for India’s media and entertainment (M&E) landscape. Moving away from traditional household-level metrics, OMA introduces a behavior-led approach to measuring consumer spending power and content affinity.
For decades, the Indian industry relied on frameworks like SEC (Socio-Economic Classification) or NCCS. However, Ormax Media argues that these models treat affluence as a static household attribute, failing to capture the nuances of individual digital consumption.
OMA shifts the focus to how individuals actually discover, consume, and pay for entertainment. The system utilizes a sophisticated scoring model based on 21 carefully-selected parameters across three core domains:
- Family Consumption at Home: Group spending and household entertainment habits.
- Individual Digital Consumption: Personal tech habits and streaming preferences.
- Out-of-Home Entertainment: Spending on cinema, concerts, and live events.
The system classifies the Indian audience into a media-relevant hierarchy, labeled as OMA A, B, C, and D. This segmentation allows platforms and marketers to prioritize user cohorts based on their actual spending propensity rather than generic income proxies.
“Affluence is one of the most powerful, yet poorly measured, influencers of M&E consumption in India,” the company stated. “OMA enables more precise audience-led decision-making by anchoring affluence in observed media behavior.”
First introduced in The Ormax OTT Audience Report: 2025, OMA is set to become a staple in the industry. Starting this year, Ormax Media will integrate OMA across all its research and analytics products. This will provide content owners and marketers with actionable insights to assess the revenue potential of formats and align media planning with high-value audiences.
By embedding media-led affluence as a core lens, OMA promises to redefine how the Indian entertainment economy understands its most profitable consumers.
Key Highlights:
- New Measurement Standard: Ormax Media has launched OMA, a classification system designed specifically for the Indian media and entertainment sector.
- Behavior-Based Scoring: The system uses 21 parameters across digital, home, and out-of-home consumption to rank audiences from OMA A to D.
- Precision Targeting: OMA replaces outdated household income proxies (SEC/NCCS) with individual spending propensity and media habits.
- Industry Integration: Following its debut in the 2025 OTT report, OMA will now be integrated into all Ormax research products for sharper market insights.