A system providing access to web objects that matches predicted demand for web objects to available capacity on web servers. The system implements methods to dynamically shape both demand and capacity based on certain criteria. The system provides methods to dynamically shape demand for an object based on criteria such as arrival time, incoming geography, and costs requirements. In particular, the present invention characterizes future demand for an object based on aggregation and forecasting of past demand for such object. The system effectively permits control and customization of capacity across one or more media servers based on characteristics associated with the demand across one or more of them, and particularly, based on the dominating geographical traits of past demand. Moreover, the system dynamically shapes capacity by: (a) controlling the number of replicas associated with an object; and, (b) controlling the placement of these replicas across servers in a distributed network. In particular, the system drives capacity shaping measures over a particular object based on its predicted demand. Consequently, the number and location of replicas associated with an object is made to be variable over time and driven by predicted demand for a web object.