Strictly Business Wonder Project CEO Kelly Merryman Hoogstraten on 'House of David,' 'Sarah's Oil' and a Purpose-Built Media Brand
Nov 7, 2025
In this engaging discussion, Kelly Merryman Hoogstraten, CEO of The Wonder Project and an early Netflix and YouTube executive, dives into the launch of their Amazon streaming platform. She shares insights on audience engagement and highlights the success of 'House of David.' Kelly also discusses the importance of community building around flagship shows and the innovative studio strategies focusing on original content. Plus, she reveals how they’re integrating AI into production workflows for efficiency and how the indie studio landscape is evolving.
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Three-Legged Media Model
- Wonder Project built a three-legged model: production studio, distribution platform, and brand, and completed it by 2025.
- Kelly Merryman Hoogstraten framed this as a dream realized that validates their strategy and timing.
House Of David Proved Demand
- House of David drew 44 million global viewers for season one and proved the audience exists at scale.
- The show's success helped Amazon partner enthusiasm and validated Wonder Project's programming approach.
Broad Engagement Across Catalog
- Over 1,000 hours were on the Wonder platform and 95% of it was watched in October.
- That early breadth shows diverse viewer appetites across genres and age groups.
