Insights

Zoey's Extraordinary Launch Strategy: How to build demand following a series premiere

2 March, 2020

A Parrot Quick Insight

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Zoey’s Extraordinary Playlist released its first episode on January 7, 2020. NBC chose a unique release strategy for this series. The first episode was made available for free on many digital platforms (including YouTube, Facebook, and Spotify) and there was a nearly six-week gap between this and the second episode, during which time NBC hoped to generate excitement for the series in the digital space before bringing it back to linear.

This analysis shows that strategy succeeded in boosting enthusiasm for the show. Rather than losing momentum during the hiatus, the series’ second episode had 2.3 times the demand of the first. This is an even more impressive result given that the average new series only increases demand for its second episode by about 10%.

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