The Demand vs Supply matrix helps you uncover whitespace opportunities by mapping the audience demand for content to the supply of content.
Explore the following questions:
Which genres are consistently performing or have reached saturation?
Does this genre or sub-genre present an opportunity for content development or acquisition in a market?
Which genres face higher competition and how does this differ between platforms, regions and markets?
Understanding the four quadrant framework
The four quadrant framework is a powerful tool for categorizing information and enabling structured decision-making. It can help you:
Visualize complex information
Identify patterns and trends
Prioritize opportunities
The four quadrants are created by the intersection of two axes - the Y-axis represents Demand and the X-axis represents Supply.
Tip💡 The Demand vs. Supply matrix is most commonly used to analyze the performance of genres. Genres are a type of portfolio in DEMAND360. You can also analyze platforms or other types of portfolios.
Demand Multiplier (Y-axis)
👉 audience demand for a portfolio (genre)
You can see the demand multiplier throughout DEMAND360 as the unit of demand for all entities (TV, movie and talent). The demand multiplier allows you to benchmark any piece of content, talent or portfolio against the market average.
In this chart the Demand Multiplier is calculated by taking the average of the portfolio, i.e. the sum of the demand multiplier of all shows in the portfolio divided by the number of shows.
For example, if the genre science-fiction has a demand multiplier of 5x, it means that on average a science-fiction show has 5x the demand of the average show.
Supply Share (X-axis)
👉 content supply for a portfolio (genre)
The supply share is the percentage of shows in the portfolio (genre) relative to the total number of shows you are analyzing.
For example, if you look at all titles available worldwide and the supply share of science-fiction is 8%, it means that 8% of all worldwide titles have a science-fiction genre tag.
Understanding the four quadrants
The four quadrants are dynamically calculated - they are defined by the average demand multiplier and the average supply share of all portfolios (genres).
🔵 Strong Performing - High Demand, High Supply
Portfolios (genres) in this quadrant are strong performers. The market is well-served here, with high competition but also with strong audience demand.
🟢 Opportunity for Growth - High Demand, Low Supply
Portfolios (genres) in this quadrant present whitespace opportunities for content development and acquisition in the market. The market is under-served with high audience demand but low content supply.
🔴 Under Performing - Low Demand, Low Supply
Portfolios (genres) in this quadrant can be unattractive due to low audience demand however portfolios that show signs of increasing demand could become potential opportunities moving to the top quadrant.
🟣 Saturated - Low Demand, High Supply
Portfolios (genres) in this quadrant indicate that the market is over-served. This quadrant represents high competition and may not be the best place to focus your efforts unless you have a unique value proposition.
Refining your analysis
You can refine your analysis by using gene filters, e.g. you can understand the content landscape for shows targeting a specific demographic or only look at shows on a specific OTT platform.
Additionally, you can use the Supply Filter to remove portfolios with a specific volume of titles, thereby adjusting the quadrants. This enables you to remove outliers. For example, portfolios with a limited amount of titles can skew the results so this filter allows you to quickly remove outliers, recalculating the quadrants.
Using the Demand vs Supply Chart in Presentations
You can easily switch to presentation mode to expand the chart by clicking the icon next to the Supply Filter. Clicking on individual genres will pin them on the chart - perfect for highlighting specific genres in presentations.
