Skip to content
English
Contact us
  • There are no suggestions because the search field is empty.

The Demand Score: How the Ranking System Works

Learn how the Demand Score is calculated, how it ranks entities, and how you can customize it to reflect the markets and channels most important to your analysis.

 Overview

The Demand Score is the metric Demand Intelligence uses to summarize 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 customizable. The default Score works out of the box, but you can adjust the weight of each channel, at report creation, and any time afterwards via Recalculate, so the Score reflects what's actually relevant for your use case. You can also choose which countries to include, though country selection is fixed at launch and doesn't carry a Score weight of its own. 

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 you set as priorities and within the countries you chose to include, 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 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 organization).

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.
  • Country scoping. Add the specific markets you want to explore — up to 10, from Demand's near-global country coverage, plus Global data included automatically — instead of working with a fixed list on every report. Channels remain the lever for weighting the Score itself.
  • Configurable channel weighting. Each channel's contribution to the Score is scaled by the channel priorities you set, at creation, or any time afterwards via Recalculate, so a TikTok-led brief and an SEO-led brief produce different, and equally valid, rankings on the same basket, without needing to relaunch or clone the report. Changes made via Recalculate are saved as the report's new configuration, not a one-off preview.

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 — from 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 virtually every country in the world (see below).

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

Countries covered

Demand's country coverage is close to global, you can add practically any country to a report. A small number of edge cases follow how data providers categorize certain markets (for example, some treat Puerto Rico as part of the United States, or Taiwan as part of China) rather than a limitation specific to Demand. 

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. 

Customization: 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 that matter to your use case (and de-weighting the ones that don't), and scoping to the countries you chose to include, 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 optimizing   for. 

What you can customize:

  • Channel weights. Tell the Score which channels matter more for your analysis (e.g., emphasize social over search for influencer-led campaigns; emphasize search over social for SEO-driven categories).
  • Country selection. Choose which countries to include in the report so you can explore the markets that matter to you, unlike channels, this scopes what you see rather than changing the Score's weighting

When customization happens:

Channel prioritization happens in two places: at creation, as part of the Countries & channels step, and any time afterwards, via Recalculate cross-channel scores, opened from the report's Actions menu, no cloning or relaunching needed. Recalculating saves the new configuration to the report; setting every slider back to the same position restores equal weighting across all channels. Country selection, by contrast, is set once at creation; to explore a different set of markets, clone the report and choose again.

For the step-by-step on setting channel priorities when building a report, see Creating a Demand Report. For adjusting priorities after launch, see Changing channel priorities after launch in Reading your Demand report.

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 you prioritized, within the countries you chose to include, whether the entity is a brand, an athlete or an IP.