Why Market Research Matters in Film, Television and Streaming 

In today’s crowded entertainment landscape, understanding your audience is no longer just an advantage. It’s part of creating content that is more likely to be seen, understood, enjoyed and remembered. 

At The Brand Surgeon, we’ve started doing more testing of the appeal of streaming series. A great movie or series takes creativity, talent and investment, but even the most exciting idea can struggle if it doesn’t connect with its intended audience. That’s where market research can make a real difference. 

Research isn’t about taking the creativity out of entertainment. It’s about understanding the people on the other side of the screen, so filmmakers, production companies and streaming platforms can make better-informed decisions. 

Know Your Audience Before You Press Play 

Who will watch this? What are they looking for? What do they need? Research can identify your potential audience, what they enjoy and relate to, and what makes them choose one piece of content over another. 

Age, culture, location, lifestyle, viewing habits and interests all shape what people want to watch. For South African creators especially, understanding local audiences and culture is essential. Research highlights the importance of relatable 

characters, storylines and language, and shows how well audiences are connecting with the content. 

Test the Idea Before Investing Millions 

Before major production costs are committed, research can answer key questions: 

· Does the concept appeal to the intended audience? 

· Is the storyline easy to understand? 

· Which characters stand out? 

· What do viewers like or dislike? 

· Does the trailer create enough interest to watch? 

Concept testing, audience interviews, focus groups and quantitative research can provide feedback at every stage of development. The goal isn’t to let the audience write the script. It’s to spot opportunities, barriers and problem areas before they become expensive. 

Understand What Makes People Watch 

With so much choice, viewers can jump to another series, social media or a rival platform within seconds. Research can explore preferred genres and storylines, viewing occasions, characters, trailers, artwork and recommendations. 

Preferences shift quickly. Tubi’s 2026 research found that 76% of surveyed viewers preferred original content over remakes or franchise extensions, and 65% felt part of a community based 

on what they watch. Audiences aren’t just consuming content. They’re forming relationships with it. 

Research Doesn’t Stop at Launch 

Post-launch research shows what worked, what didn’t and why, covering: 

· Viewer satisfaction 

· Learnings on characters and storylines 

· Awareness and discoverability 

· Reasons for watching or abandoning content 

· Viewer expectations 

· Brand perception 

· Subscription drivers and reasons for cancelling 

· Opportunities for future seasons or content 

For streaming platforms, keeping existing viewers matters as much as attracting new ones. Deloitte’s 2026 research found that 41% of surveyed consumers had cancelled an SVOD service in the previous six months. 

Data Tells You What Happened. Research Explains Why. 

Streaming platforms have huge amounts of behavioural data: what people watched, when they stopped, what they searched for and what they watched next. But numbers don’t always explain why. 

Combining behavioural data with qualitative and quantitative research gives a much fuller picture. Research into a Dutch streaming service, for example, found that surveys, interviews and test screenings were still used alongside detailed viewing data to understand audience sentiment and preferences.