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Ormax Media has introduced Ormax Media Affluence (OMA), a new audience classification system designed specifically to measure affluence for the media and entertainment sector in India, the company has said.
OMA is a scoring system built on 21 carefully-selected parameters spanning three broad consumption domains: family consumption at home, individual digital consumption and out-of-home entertainment. Audiences are classified into one of the four OMA segments (OMA A, B, C & D), creating a media-relevant hierarchy of consumption and spending affinity, rather than generic socio-economic labels, the Ormax media statement said.
Explaining the rationale behind the new classifications, Ormax Media said traditional affluence frameworks such as SEC or NCCS treat affluence as a household attribute, whereas media consumption is shaped as much by social and psychographic factors as by household economics
Affluence is one of the most powerful, yet poorly measured, influencers of media and entertainment (M&E) consumption in India. While the country’s economic diversity is widely acknowledged, most industry frameworks rely on household-based income proxies, which do not reflect how individuals actually discover, consume, and pay for content.
For the media industry, OMA enables more precise audience-led decision-making. Platforms can more accurately size and prioritize user cohorts, content owners can assess the revenue potential of content and formats, and marketers can align media planning and targeting with actual spending propensity rather than broad socio-economic proxies.
By anchoring affluence in observed media behaviour and spend, OMA improves the reliability of audience segmentation across content strategy, monetization, and distribution decisions.
“OMA was introduced in The Ormax OTT Audience Report: 2025. Starting this year, we will integrate OMA across our research and analytics products, enabling sharper, more actionable insights by embedding media-led affluence as a core lens in audience understanding and decision-making,” Ormax stated.
