Understanding demand at the genre level is valuable. Understanding it at the subgenre and thematic level is where real strategic advantage begins.
Subgenres & Themes v2 builds on the original release with expanded categorisation across our managed subgenres, new share of demand metrics, a genre-level heatmap, and a powerful new capability for creating custom subgenres.
What’s New in v2
We’ve expanded from 12 to 18 genres, with significantly broader subgenre coverage and increased title selections within our managed subgenres.
We now use share of demand as the module’s core metric throughout, providing a clearer and more intuitive view of relative demand by measuring performance against total market demand, or genre demand, within each quarter and region.
The main overview heatmap now includes title counts for each subgenre, visible when hovering over individual cells. Plus a second heatmap has been added, visualising average demand per title, alongside additional supporting trend charts.
This allows you to understand both scale and efficiency. In some cases, demand may be concentrated in a small number of breakout titles. In others, performance may be driven by sustained output. Viewing title volume and per-title demand together gives a clearer picture of how a category is performing.
Genre Heatmap
Explore how genre demand trends change over time, comparing all 18 genres side-by-side, across more than six years of data, either globally or across any of our 100 supported countries.
The new Genre Heatmap tab also includes an average share of demand view, helping identify which genres consistently outperform relative to the wider market.
Introducing Custom Subgenres
Another major addition in v2 is the ability to create and analyse fully custom subgenres.
A new tab within the module allows you to define your own content categories and explore demand trends over the past six years. You can start with one of our managed subgenres and adapt it, or build an entirely new category from scratch.
Custom subgenres are created using metadata filters across our library of more than 150,000 movies and 80,000 TV seasons. Filters include genre, keywords, plot attributes, budget, original language, and release year. You can also manually add or remove specific titles to refine selections further.
Once defined, trends are displayed as annual and quarterly share of demand over time. This allows you to assess whether demand for a specific type of content is growing, stabilising, or declining. Analysis can be conducted globally or across 100 individual countries, enabling both macro-level and highly localised insight.
Why This Matters
- Compare output volume against performance: Understand how content supply aligns with audience demand.
- Understand the share of demand for any content segment: Gain clearer visibility into relative market performance.
- Track category momentum and market share trends over time: Identify growing, stable, or declining areas of audience interest.
- Analyze demand trends aligned to your specific projects and content strategies: Support commissioning, acquisition, and marketing decisions with measurable audience data.
The result is a more precise understanding of audience behaviour and category momentum, helping you make decisions grounded in measurable demand.
Subgenres & Themes v2 is now available within the Discover Demand dashboard.
