Challenge: For this project, we were tasked with developing a compelling series pitch, grounded in extensive market research on Spanish viewership trends for both linear and nonlinear television. Our objective was to create a show concept that resonated with current audience preferences while considering the evolving landscape of TV consumption in Spain. To ensure our pitch was backed by data-driven insights, we utilized tools such as Barómetro OTT and Social Intelligence to analyze key metrics, including audience demographics, content preferences, and emerging trends in streaming versus traditional TV. These tools allowed us to assess the performance of different genres, the impact of digital platforms on viewer behavior, and the shifting dynamics of Spanish media consumption. By leveraging this research, we were able to craft a series concept that aligns with the demands of today’s Spanish audience, maximising its potential for success in a competitive entertainment market.
Creation: After thorough market research, my team and I created Dark Underbelly. The story revolves around Jane Thatcher , a brilliant criminologist and former detective who, after a life-altering event, has made it her mission to expose and dismantle human trafficking rings that operate within the borders of her city. Jane is driven not only by revenge, but by a deep moral imperative to bring justice to those whose voices are silenced.I’ll explain our research more below.
DARK UNDERBELLY
CONTEXT
We aligned it with the U.S. sociopolitical context, where women’s rights have declined since Roe v. Wade was overturned, stripping federal abortion protections. The decision faced strong opposition, with 61% of women against it, fueling protests and renewed activism. Trump's 2024 re-election has heightened concerns about women’s autonomy, with 68% fearing further losses.
Research proves there is a demand for strong female protagonist, as 80% of U.S. women aged 18-45 prefer female-led stories centered on empowerment. Media analysts highlight that such narratives foster solidarity and offer catharsis for women navigating real-world challenges.
Market research
In a very summarised manner, data shows that 80% of women aged 18-45 prefer female-led stories centered on resilience. We chose Netflix as opposed to its competitors due to its dominance in the SVOD market, with a strong female subscriber base (52%) and high engagement among the 18-34 demographic. Crime dramas remain among the most-watched genres on Netflix, yet they are typically male-led, presenting a gap in the market. The target audience includes women aged 25-34 and 54+, financially stable and seeking compelling narratives. The Friday release schedule aligns with peak female viewership, and the premiere date (January 11, 2025) coincides with National Human Trafficking Awareness Day, reinforcing the show’s themes.