What is the Demand Multiplier?

Understand why the demand multiplier is the unit of demand

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Written by Product Education
Updated over a week ago

The demand multiplier is the unit of demand for all entities, e.g. TV shows, movies and talent. The demand multiplier allows you to benchmark any piece of content, talent or portfolio against the market average.

1x represents the market average so if a TV show has 20x demand, it is 20 times more in-demand than the average TV show in that market.

We quantify demand by collecting and analyzing the behaviours from over 2 Billion people every day, which includes exclusive first-party consumption datasets from hundreds of millions of households globally as well as hundreds of millions of households' search, posts, reading and social interactions activity.

Our data sources include search engines, wikis and informational sites, fan and critic rating sites, social video sites, blogs and micro-blogging sites, social media platforms, peer-to-peer apps and open streaming platforms.

Throughout DEMAND360, our raw demand metric is indexed against the market average and presented as the demand multiplier that allows for comparison across all content, talent, platforms and markets.

Let's look at a few examples in DEMAND360.

Example 1 - TV Shows Leaderboard

On the Leaderboard, TV shows are ranked by Average Demand Multiplier. In the screenshot below, you can see that South Park ranks number 1 with 99.03 times the demand of the average TV show in the US for the selected time period.

Example 2 - Movies Demand Distribution

Throughout DEMAND360, you can use the Demand Gene Filter to narrow down the shows, movies or talent you want to analyze.

In the screenshot below, we are looking at the Movie Demand Distribution chart and we have selected movies with Exceptional (32x - 100x +) demand. 27 movies fall into the Exceptional category, with John Wick Chapter 4 being the most in-demand movie with 336.23 times the demand of the average movie in the US for the time period selected.

Example 3 - Talent Worldview

If we look at Taylor Swift in the Talent Worldview chart, we can see that she is most in-demand in the US with 249.03 times the demand of the average talent, followed by Brazil where she has 102.99 times the demand of the average talent.

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