What's the causal connection between Demand and actual performance?

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.