Netflix’s The Ba***ds Of Bollywood has ranked among the strongest non-franchise streaming launches in India’s post-pandemic OTT era, second only to Farzi (Prime Video) across all key performance parameters. Directed by Aryan Khan, the show has combined sharp marketing with curiosity around its star-led creative team to deliver one of the most talked-about debuts on Indian streaming this year, as per Ormax Stream Track data.
Ormax Stream Track, Ormax Media’s audience tracking tool for streaming launches, has tracked more than 1,500 titles since April 2020, covering fiction series, direct-to-OTT films, unscripted shows, and theatrical digital premieres. The latest data has placed The Ba***ds Of Bollywood among the top-performing non-franchise originals across all four key parameters: Buzz, Reach, Appeal, and Potency.
On Buzz, which measures audience recall, the series has ranked second alongside Netflix’s Heeramandi and only behind Farzi. It is among the few non-franchise web series since 2022 to record a peak Buzz of 30% or higher. While the show opened modestly with a 10% Buzz score in its launch week, its visibility has tripled within days, driven by an aggressive post-launch marketing blitz across digital and traditional media.
This post-launch push reflects a growing OTT marketing trend in 2024–25, where platforms frontload promotional energy after release to sustain conversation amid weekly clutter. In Ormax’s words, it’s “the classic marketing principle in action: if you’re promoting a product, make sure it’s already on the shelf.”
In Reach, which captures awareness of the show’s name among audiences, The Ba***ds Of Bollywood has crossed the 80% threshold by Week 3, one of only four titles since 2022 to achieve this milestone.
The show’s Appeal score, which measures definite interest to watch among aware audiences, has peaked at 57%, again, second only to Farzi.
But its biggest win has come on Potency, a relatively new metric introduced by Ormax in June 2024. Potency measures how many viewers are willing to subscribe to a paid (SVOD) platform specifically to watch a show. The Ba***ds Of Bollywood has achieved a record-breaking 27% Potency score, the highest for any non-franchise Hindi series since the parameter was introduced.
Behind the numbers lies a well-orchestrated marketing effort that has balanced intrigue and visibility. From a provocative title and star-studded cameos to a chart-topping soundtrack and clever digital teasers, Netflix has built a campaign that capitalised on curiosity surrounding Aryan Khan’s directorial debut. The strategy has also leveraged staggered promotions, sustaining conversation beyond the trailer and release window, a move that’s increasingly defining high-performing OTT campaigns.
Ultimately, The Ba***ds Of Bollywood has not only ranked among the strongest non-franchise streaming launches post-pandemic but also set a new benchmark for marketing creativity in the OTT space. Its success underscores how imaginative hooks, cultural timing, and post-launch momentum can turn a new title into a pop-culture event, even in an increasingly crowded streaming market.
