Case Study: Sony Pictures Entertainment sharpens Korean drama audience strategy with GWI

How they analyzed international content uptake at a regional level

Sony Pictures Entertainment, a leading player in the film and television industry, needed to understand U.S. viewers of Korean TV dramas to effectively launch new content there. Lacking traditional ratings and reliable research data, they faced the challenge of getting a regional view and building consumer profiles for this specific audience. To address this, they turned to their vendor, GWI, for a solution.

They used a GWI custom study to rapidly survey consumers and get tailored answers. The solution provided the deep insight needed, revealing that U.S. viewers prefer subtitled content over dubbed and value plot above all else. GWI's data allowed the team to confidently justify content value, back up production hypotheses for the U.S. market, and make informed recommendations to their clients.

Sony Pictures Entertainment

Michael Rogers

Vice President Research