Reading your Demand Report

 Overview

A Demand Report is organised into eight views, Summary, Channels, Countries, Search Trends, Demographics, Interests, Engagement, and Entity Overview, that together answer the questions that matter for strategy: who's winning, where, on which channel, with which audience, and which way the wind is blowing.

This article walks through each view in the order you'll find them in the report navigation, explains what each one is for and how to read it, and closes with a 60-second read pattern you can use as a default lens. 

 Before you Start: Two Things to Keep in Mind

Two ideas frame everything you'll read inside a Demand Report:

• Everything is relative to the basket: Scores, rankings, demographics, they all describe how the entities in this report compare to each other, not how they compare to the world at large. There's no absolute "Netflix is a 9 out of 10" reading; there's "Netflix is leading this nine-entity streaming basket on the priorities you set." Drop the basket, drop the meaning.
• The ranking is shaped by your channel and country priorities: The Demand Score combines signals weighted by the priorities you set at creation time. A different priority configuration can move entities up or down. Whenever a number looks impressive or underwhelming, the next question is always: compared to what, and weighted how?

 Navigating the Report

Open a finished report from the Reports List. You'll land on the Summary view by default. The eight views are accessible from the report navigation, and most of them share two recurring elements:

• A filters panel on the right. Country, channel and entity isolation filters that let you slice the view without leaving it.
• A download button. Each view exposes its own underlying data as a download, so you can take just the slice you're looking at into your own tooling.

The Actions menu in the top-right of the report (covered at the end of this article) is persistent, it gives you access to the full-report download and the report definition from any view.

 Summary

The Summary view is the report's headline. It answers the simplest version of the question: of these entities, who's winning attention overall? At the top, you'll find the top 3 entities as a ranked list with their Demand Score next to each. Higher score, higher rank — for the full breakdown of how the Score is calculated, see The Demand Score.

Next and below the ranking, the Summary surfaces a curated set of insights computed across the whole basket:

• Basket-level gender and age: The overall audience profile across all entities in the report, useful for an immediate sense of who's paying attention to the category.
• Top market: The country that concentrates the most audience for this basket.
• Trend analysis for the top three entities: How the popularity of the top-ranked entities has moved across the time window — including how consistent that popularity has been on search.
• Most relevant entities per top market: The leaders in each of the three top countries.
• Most relevant entities per social channel: The leaders on each of Instagram, TikTok, YouTube and X.
• Top entities and channels by engagement: Where engagement is concentrated — entity-side and channel-side.
• Top interests across the basket: The interest categories the audience over-indexes on, basket-wide.

A useful habit is to read the Summary in two passes. First, who's in the top three, that's the headline. Second, who's in the bottom three, sometimes that's the more interesting question, a brand that should be visible and isn't.

 Channels

The Channels view is the single best place to see who's winning where. Rows are entities, columns are the eight channel signals (Instagram, TikTok, YouTube and X followers/subscribers; Google Search and YouTube Search; Google Growth and URL Traffic). Cells are colour-coded so the grid reads as a heatmap — bright cells are leaders, pale cells are laggards.

Two ways to scan it:

• Across a row, to see one entity's profile, strong on TikTok, weak on URL traffic tells you a lot about how that entity meets its audience.
• Down a column, to see who owns a specific channel.

Two stories almost always show up in a category:

• The all-rounder: An entity that's top three across most columns, the predictable category winner.
• The specialist: An entity that's mid-pack overall but #1 on a single channel. These are gold for activations, a precise signal about where the audience-acquisition story lives.

Switching between scores and absolutes:

By default, the Channels view shows scores, the ranking on each channel. You can switch to absolutes to see the raw numbers behind the ranks: number of followers on each social channel, number of searches on Google and YouTube, and so on. Useful when you want to back the story with the actual size of the audience, not just the relative position.

Filters:

The filters panel lets you narrow the view by country (so you can read the same heatmap for a single market) and isolate one or more entities (so they pin to the top of the grid, handy when you want to track "our brand vs. competitors" without scanning the full list). You can reset filters at any time and download the data behind the current view.

 Countries

The Countries view does for geography what the Channels view does for channels: it shows you how each entity performs market by market. The country selector sits at the top of the view, and switching country reshuffles the ranking in real time.

Two practical uses for this view:

• Priority markets. If your campaign is launching in five countries, you don't care about the global ranking — you care about the ranking in those five. Read each country separately, note where the same entity rises and falls, and you've built a country-by-country activation story.
• White space. Sometimes the most useful number isn't who's #1 — it's who's not yet #1 in a country where their global numbers say they should be. That gap between expected and actual country performance is often where the real growth play lives.

 Filters

As in Channels, the filters panel lets you isolate entities so they pin to the top of the list, useful when comparing a focal entity against the rest. You can also filter the country view by a specific channel, so you can read "who wins in Brazil on TikTok" or "who wins in India on YouTube" without leaving the view.

 Search Trends

Everything before this point is a stock view, where each entity stands today. Search Trends is the flow view, how attention is moving over time. The chart shows a line per entity across the selected time window, drawn from two sources:

• Google search. Up to 36 months of coverage, so you can read long-term trajectory and year-over-year patterns.
• YouTube search. The same chart pattern, applied to YouTube searches for each entity's name.

Read the chart for three things: 

• Trajectory. Who's trending up, who's trending down, who's flat. A flat-but-#1 entity is a different play than an entity that's #4 but climbing fast.
• Spikes. A sharp spike usually maps to a real-world event, a show drop, a controversy, a launch. Hover the spike, look at the date, and nine times out of ten you'll know what caused it. Useful sanity check, too: if a spike isn't explainable, it's worth questioning whether the underlying signal is noisy.
• Seasonality. Some entities have predictable annual rhythms. Spotting the pattern lets you time a campaign with the wave instead of against it.

Filters: 

Filter by location to focus the trend on a single market (helpful when one country dominates the basket and is washing out the smaller markets), and isolate one or two entities to compare them side by side. Each view can be exported.

Demographics 

The Demographics view answers the question who is paying attention? You'll see age and gender breakdowns per entity, so you can compare audience shapes across the basket, most streaming services skew young, for example, and the question becomes which one skews youngest, which skews most male, which has the most balanced split. Those gaps are how you match a creator brief or an ad spend to the right partner.

Reading the breakdown: 

By default, the view shows both genders combined and expresses everything as percentages. Two toggles let you switch perspective:

• Gender narrow-down: Switch from the both-genders view to male-only or female-only to see the age distribution for one gender at a time.
• Percentage vs. absolute: Flip from % to absolute counts when you want to compare the raw size of audience segments, not just their share.

Filters:

Demographics is one of the views where filters really pay off. You can narrow by location to see audience shape per market, switch the channel from Instagram (default) to YouTube, TikTok or X to compare audience profiles across platforms, and isolate one or two entities to pin them at the top of the list for direct comparison.

 Interests

Interests tells you what else this audience cares about. It's the single most useful view if you're writing a campaign brief or a sponsorship proposal, because it surfaces the adjacent territories the audience already lives in.

Read interests in two ways:

• The expected ones: Sports, gaming, music, food. These confirm you're looking at a mainstream audience and tell you the safe territories to play in.
• The unexpected ones: That's where the brief gets interesting. If an interest you wouldn't have predicted shows up with a strong affinity score, that's a creative angle nobody else in your category is using yet.

The view shows top interest categories across the basket and, for each category, the entities that index highest on it, so you can read it two ways round: from "what does this audience care about?" or from "who in my basket leads on a specific interest?". Use the search box to jump straight to a category you have in mind (for example, Shopping, Travel, or a specific sport).

 Engagement

Engagement is the quality layer underneath all the quantity you've been seeing. Followers and subscribers are reach. Engagement tells you how active that reach actually is, and that distinction often matters more than the headline numbers.

The pattern to watch for: an entity with lots of followers but thin engagement versus an entity with fewer followers but strong engagement per post. The first is good for awareness plays; the second is good for activation, conversation and creator-style partnerships. Same basket, two completely different roles.

Two ways to slice the data

Engagement can be read along two axes, and the view lets you switch between them:

• By channel. Pick a channel (Instagram, YouTube, TikTok) and see all engagement metrics for every entity at once — engagement rate, comments, average reach for Instagram, and so on.
• By metric. Pick a metric (for example, engagement rate or comments) and see every channel where that metric applies, side by side, for every entity. Useful for cross-channel comparison of a specific KPI.

Some metrics are channel-specific (average reach, for example, is Instagram-only); others (like comments) are common across platforms. The view makes the gaps visible so you can read like-for-like where possible.

Filters

On Engagement, the filters panel is mostly about isolating entities — pin the focal one (or the focal pair) to the top so you can compare without scrolling. The benefit grows as the basket grows: at 1,000 entities across 10-entity pages, isolation is what makes the view navigable.

 Entity Overview

Entity Overview is the deepest section of the report. It's where you zoom in from the basket view to a single entity, or compare two, and pull every signal Demand has into a single page.

Single-entity deep dive

Pick an entity, a channel and a country and the page rebuilds itself around that combination:

• Entity card: An at-a-glance presentation card with the headline numbers, followers, ranking position, the entity's top countries, the Demand Score in the selected scope.
• Channel context: By default, the view is cross-channel. Switch to a specific social channel (Instagram, YouTube, TikTok, X) or to Google to read everything through the lens of that single channel.
• Country context: Pick a country from the report's priority markets to focus the page on that geography, engagement metrics, demographics and ranks all narrow to the chosen country.
• Channel-specific detail: On a social channel you'll see followers, engagement metrics, age and gender splits, and the country-level distribution of followers. On Google, you'll see the ranking on search trends, search volume, the top countries for the entity's searches, Google Growth, and the trend evolution over time.

Comparison Mode: Two Entities Side by Side

Entity Overview also supports comparison between two entities for the same channel and country. The page splits into two columns, entity card on the left, entity card on the right, with every signal aligned so you can read like-for-like: ranking position, follower base, Google Growth, search trends, engagement metrics, demographic breakdowns.

 Putting the views together: a 60-second read

Once you know each view, the report becomes a fast read. A useful default pattern for a strategy conversation, in roughly sixty seconds:

• Open Summary. Get the headline, who leads, by how much, who's in striking distance.
• Open Channels. Identify the all-rounder and the specialists, who wins overall, and who over-indexes on a single channel.
• Open Countries, switch to your priority markets. Note where the same entity rises and falls, that's your country-by-country activation story.
• Open Demographics. Read the basket's audience skew, then compare the focal entities to see which one matches the brief best.
• Open Search Trends. Get the directional story — who's climbing, who's flat, who's falling — to make sure you're not anchored on a stock view that's already changing.

Five views, five sentences, sixty seconds. That's enough to start a strategy conversation; the other three views (Interests, Engagement, Entity Overview) are where you go to build out the brief once the direction is set.

 Report-level Actions

Across every view, the Actions menu in the top-right of the report exposes two actions that operate on the whole report (not just the current view):

• Download report. Exports the full report — every view, every entity, all the underlying data. Useful for offline analysis or for handing the report to a stakeholder who doesn't have access to Demand.
• See report definition. Opens the basket, channel priorities and country priorities you set when creating the report. Handy when you've come back to an older report and want to remember why the ranking looks the way it does — or when you're about to clone the report to spin off a variation.

From the Reports List you can also rename, clone, share (via a public link) and delete the report, see The Reports List for the full action set.