OTT Entertainment Industry Case Study

How Much Should We Invest in OTT Original Content?

An automotive manufacturer wanted to increase demand  for its vehicle lineup, become more profitable, and improve the efficiency of related product development processes.


A streaming provider experienced a backlash after making a substantial change in its business model. Growth was still high, but subscriber longevity was too short to have a viable long-term business model. The CFO needed to understand how to improve the subscriber experience in order to meet the CEO’s growth goals.


Concentric Market® was used to map the product offering attributes that had the greatest impact on sales based on the current offering and found their content experience was underperforming.


The team used Concentric Market® to test different strategies.

What if we invested in more content?

The Concentric Market® model forecasted that investing in original content production would allow them to achieve their growth goals and they needed precisely 80 original shows by 2018 to beat the competition.

Number of Shows to Produce

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Met aggressive subscriber growth goals.

“We need more than insight. We need to turn insight into daily action. Concentric helps us deliver on those needs.”


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