The television analytics market has expanded rapidly, growing from $3.11 billion in 2023 to $3.58 billion in 2024, reflecting a compound annual growth rate (CAGR) of 15.2%. This growth is driven by the increasing importance of data-driven decision-making, customer lifetime management, prominence of cable TV, improved agility, and ROI, and content development. The market is projected to continue its growth, reaching $6.32 billion by 2028 at a CAGR of 15.3%. Future growth will be driven by real-time analytics, cloud-based solutions, social media expansion, increased social advertising, and the rise of streaming services. Key trends include strategic partnerships, technological advancements, real-time decision support, and cross-platform medium demands.
Major Driver In The Television Analytics Market
The television analytics market is poised for expansion driven by the rising demand for cloud-based analytics. This technology leverages remote computing resources to analyze large datasets, offering scalability and real-time insights. In television analytics, cloud-based solutions enable the processing of extensive viewership data, enhancing decision-making for content and advertising strategies. Eurostat reported that as of December 2023, 45.2% of EU enterprises had purchased cloud computing services, reflecting a 4.2% increase since 2021. Thus, the growing demand for cloud-based analytics is fueling the television analytics market.
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Television Analytics Market Competitive Landscape
International Business Machines Corporation, Adobe Inc., TransUnion LLC., Nielsen Company (Holdings) Pty Limited, Sorenson Communications LLC, Comscore Inc., Nexxen International Ltd., Innovid Corp., Ispot.TV Inc., Viaccess-Orca, Conviva Inc., Fourthwall Media Inc., Edgeware AB, Parrot Analytics Ltd., Realytics, Sambatv, Alphonso Inc., Kinetiq TV, DC Analytics, AnalyticOwl, Clarivoy Inc., tvbeat inc., H-Tech, Admo.TV
Key Television Analytics Market Trend
The television analytics market is seeing growth through advanced audience analytics tools designed to optimize viewer engagement. Ormax Media Pvt. Ltd. introduced Ormax Televate in October 2021, providing TV channels with detailed insights into viewer behavior and preferences to enhance programming and advertising strategies.
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Television Analytics Market Segmentation
The television analytics market covered in this report is segmented –
1) By Component: Software, Services
2) By Transmission Type: Cable Television (TV), Satellite Television (TV) And Direct-To-Home (DTH), Internet Protocol Television (IPTV), Over-The-Top (OTT)
3) By Deployment Mode: On-Premises, Cloud
4) By Application: Competitive Intelligence, Churn Prevention And Behavior Analysis, Customer Lifetime Management, Campaign Management, Content Development, Audience Forecasting, Other Applications
By Geography:The regions covered in the television analytics market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.
North America was the largest region in the television analytics market in 2023. Europe is expected to be the fastest-growing region in the forecast period.
The Television Analytics Global Market Report 2024 furnishes information about the global television analytics market, encompassing details like market size, projections for growth, segmentation across various sectors and regions, and an overview of competitors, including their revenues, profiles, and market shares. Furthermore, the report pinpoints potential opportunities and strategic directions derived from market trends and the strategies adopted by key competitors. The report also offers an assessment of how the COVID-19 pandemic, the Russia-Ukraine conflict, and increasing inflation have affected both global and regional markets, furnishing valuable strategic insights for businesses.
