Very good question! We have carried out multiple empirical studies that confirm Demand Rating correlation with performance, pending monetization strategy. And that's where Demand Monetization Index comes into play.
In a nutshell, this is how Demand interacts with actual performance as illustrated by Venn diagram:
If it overlaps - that's great news - you are truly monetizing your content the fullest extent possible. The most interesting applications lie where there's a mismatch as it points to scheduling, audience, business model or other variables all on a country-specific and daily basis.
Comparing the performance of content on any content platform or channel with the wider Demand for content in a given market enables the maximization of the yield on content investments.