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The Demand Score: How the Ranking System Works

 Overview

The Demand Score is the metric Demand Intelligence uses to summarise how much attention an entity is getting across digital channels and markets. It turns billions of raw signals, followers, views, search demand, web traffic, into a single, comparable number per entity, on a 0 to 100 scale.

Crucially, the Demand Score is customisable. The default Score works out of the box, but you can adjust the weight of each channel and country during report creation so the Score reflects what's actually relevant for your use case.

What is the Demand Score?

The Demand Score is a 0-100 score that captures how much relative demand each entity has inside a Demand Report. It compares each entity against the others in the same basket, on the channels and countries you set as priorities, so the Score is always anchored to the report it lives in, not to a global ranking.

Higher scores indicate stronger relative demand within the basket. A score close to 100 means the entity is among the top performers in the report; a score closer to 0 means very limited demand compared to the other entities in the same report.

The Score is calculated by combining demand signals across multiple channels and weighting them by country and channel relevance. The result is a single number you can use to compare entities side by side inside a Demand Report, even when those entities are very different in nature (a brand against a celebrity, a franchise against an organisation).

Same entity, different reports → different Demand Score. The Score is computed per-report, so the same entity placed in two reports with different baskets or different priorities will get a different number in each. That's the design, not a bug, the Score's whole job is to rank each entity inside the scope you chose for that report. 

Why the Demand Score, not raw metrics

Traditional social metrics, followers, subscribers, views, give you a partial view of how popular an entity really is. They tell you what's happening on one platform, but not how that compares across the broader digital ecosystem.

The Demand Score adds three things on top of raw metrics:

  • Multichannel aggregation: Signals from Instagram, TikTok, YouTube, X, web URLs and search demand are combined into one number, so an entity strong on TikTok and weak on YouTube doesn't look identical to one that's the other way around.
  • Configurable country weighting: Each country's contribution to the Score is scaled by the country priorities you set when creating the report, so the ranking reflects the markets you actually care about, not a fixed, product-wide view.
  • Configurable channel weighting: Each channel's contribution to the Score is scaled by the channel priorities you set when creating the report, so a TikTok-led brief and an SEO-led brief produce different, and equally valid, rankings on the same basket.

Two entities can have similar follower counts but very different Demand Scores, because the Score captures the bigger picture and lets you tilt that picture toward what matters for your analysis.

What feeds into the Demand Score

At a high level, the Demand Score combines:

  • Social platform signals rom Instagram, TikTok, YouTube, and X.
  • Web signals — traffic and visibility on the entity's URL.
  • Search demand — how often the entity's name has been searched on Google and YouTube.
  • Country coverage — across 20 supported markets (see below).

All of these are combined into a weighted aggregate using country and channel weights, then expressed on a 0-100 scale across the entities in your basket to produce the final score.

Countries covered

The Demand Score is calculated across 20 markets. These are the countries currently supported:

Germany, India, United States, United Kingdom, Brazil, Turkey, Poland, Norway, Denmark, Sweden, Netherlands, France, Canada, Australia, Italy, Japan, Mexico, Argentina, Spain, and Belgium.

Note: Inside a Demand Report, the Location filter also exposes Global and Weighted Total — these aren't countries, they're aggregate views across the 20. For details on what each of those means, see The Countries Tab inside the Demand Reports section.

Customisation: The Score's Main Value

The default Demand Score is built to be useful out of the box. But its real power comes from the fact that you can change how it's calculated — channel by channel, country by country — to fit what you actually care about.

The Demand Score is a noise filter. By weighting the channels and countries that matter to your use case (and de-weighting the ones that don't), the Score lets the truly relevant signal emerge from billions of data points. The same entity can have very different — and equally valid — Demand Scores depending on what you're optimising for.

What you can customise:

  • Channel weights. Tell the Score which channels matter more for your analysis (e.g., emphasise social over search for influencer-led campaigns; emphasise search over social for SEO-driven categories).
  • Country weights. Adjust which countries weigh more in the aggregate Score, so the ranking reflects your target markets.

When customisation happens:

Channel and country prioritisation is now a step inside the Demand Report creation flow. You set the weights at the moment you build the report, and the resulting Score uses your chosen configuration.

Reading Scores in your Reports

Every entity in a Demand Report shows its Demand Score on a 0-100 scale. The higher the number, the higher the relative demand for that entity within the chosen scope.

Because the Score is computed across the basket on a common 0-100 scale, you can compare entities directly even when they sit in completely different categories. A score of 92 means the entity is at the top of this report's basket on the channels and countries you prioritised, whether the entity is a brand, an athlete or an IP.