Background
This case study examines the strategic launch of a streaming original Brazilian telenovela, a project developed at the end of 2023, that redefined how pre-release and launch strategies are executed on streaming platforms. The engagement was initiated by a leading global media company seeking to better understand audience demand patterns and optimize their content release strategies in an increasingly competitive market.
A comprehensive study was undertaken, leveraging advanced entertainment analytics to benchmark the new IP against established titles such as Todas as Flores and to assess the performance of key talent, all within the context of evolving viewing habits and heightened digital engagement.
Challenge
The primary challenge was to decipher the dynamic consumer behavior surrounding telenovela releases. The media company needed to address several critical objectives: First, to accurately benchmark the new release against previous high-performing content such as Todas as Flores and similar titles; second, to identify the factors driving the pre-release surge and the launch-day peak; and third, to devise strategies for sustaining audience demand beyond the initial release period.
Additionally, there was an imperative to analyze talent performance and sentiment, ensuring that the on-screen ensemble not only attracted attention but also contributed to a cohesive narrative that resonated with diverse viewer demographics.
Solution
A robust, data-driven approach was implemented to meet these challenges head-on. The solution was built on several core components:
Advanced Entertainment Analytics
The study deployed time-series analysis to track daily demand fluctuations, capturing critical pre-launch and launch-day performance. This granular approach enabled the identification of peak demand intervals, providing key insights into the release window considering both its streaming and linear TV rollouts in Brazil. These findings offered valuable context for the distributor, allowing it to execute a similar distribution strategy.
Comparative Benchmarking
By juxtaposing the new IP against a benchmark telenovela (Todas as Flores) and other comparable titles, the analysis revealed that the new release achieved a competitive demand profile at launch, even outperforming established content in certain key metrics.
This comparative analysis provided valuable insights into both strengths and potential areas for improvement, particularly regarding the maintenance of demand in the post-release phase.
Audience Demographics
A demographic breakdown revealed that both Verdades Secretas 2 and Todas as Flores tapped into a notably younger audience, outpacing the typical age range for both the telenovela genre and the platform’s broader original slate. This data underscores the potential of targeted marketing and programming strategies designed to engage Gen Z and Zennial viewers.
The strong female skew, particularly among younger cohorts, also highlighted opportunities for storyline and character development that resonate with this demographic, ultimately driving sustained viewership and broader brand loyalty.
Talent, Brand and Sentiment Analysis
Recognizing that character appeal is crucial in telenovela success, the study included a detailed evaluation of cast performance. The analysis considered audience sentiment data - spanning positive, neutral, and negative reactions - to assess which characters drove engagement.
Notably, the performance of the main local platform’s cast was analyzed to determine how specific traits and story arcs contributed to the overall success of the launch. A brand-actor affinity analysis was also carried out.
Integrated Strategic Framework
The analytical insights were translated into actionable recommendations that informed marketing and content strategy. The framework allowed the media company to pinpoint key drivers of engagement and to tailor their ongoing promotional tactics accordingly, ensuring that the initial momentum was not only captured but also sustained over time. This holistic approach integrated quantitative data with qualitative insights, fostering a deeper understanding of audience behavior and content performance.
Impact
The comprehensive analysis delivered several significant outcomes. The telenovela achieved a robust demand peak during its launch phase, registering the highest demand among first-season series launched in 2025 in Brazil. This exceptional performance validated the effectiveness of the pre-release marketing strategies and the impact of targeted PR initiatives, particularly during live promotional events.
Furthermore, the study’s comparative approach revealed that, in addition to surpassing its benchmark in launch-day performance, the new release also achieved demand growth after its first week - an outcome its benchmark failed to deliver and which had been identified as a challenge in 2023. The talent analysis provided granular insights into which cast members resonated most strongly with viewers, thereby guiding future casting and storytelling decisions.
Collectively, these insights have empowered the client to refine their content strategies, optimize resource allocation for future releases, and strengthen their market positioning in an increasingly competitive digital landscape.
Beyond immediate performance metrics, the long-term impact includes a reinforced commitment to data-driven decision-making across the organization. The success of this initiative has paved the way for ongoing collaborations and the development of new analytical tools designed to further enhance content performance tracking, ensuring that future telenovela projects can replicate and build upon this success.
This comprehensive, data-driven strategy led to a record-breaking launch, surpassing key benchmarks and informing future release tactics. By benchmarking performance, analyzing demographics, and applying robust entertainment demand analytics, the client cultivated a scalable approach for ongoing success in a competitive market.
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