The media industry's ever-changing landscape is driving dynamic shifts in the TV analytics market across regions. As consumers continue adopting varied content consumption habits, there is an increasing demand for intelligent data aimed at predicting viewer preferences and behavior patterns, among others. Things such as real-time streaming have been major drivers in influencing market dynamics over time. Traditional television broadcasters face heightened competition for viewership due to platforms like Netflix, Hulu, Disney+, etc, coming up too, hence compelling TV analytics providers to give comprehensive insights encompassing both traditional cable/satellite transmissions alongside streaming services. This has led to the development of sophisticated analytics tools that can follow viewer engagement across thousands of channels and platforms.
Analytics for television is also growing on account of the rise in smart TVs and connected devices. Viewers have gained flexibility in content access through multiple devices, hence requiring analytic solutions to provide cross-device tracking. Advertisers, especially, demand granular information to optimize their campaigns and ensure that they reach audiences on different screens. Similarly, real-time analytics greatly affects the TV analytics market dynamics. The ability to capture and analyze data in real time enables broadcasters and advertisers to respond swiftly to shifting viewer patterns. Such readiness is important in a highly competitive television environment where stakeholders are able to change content strategies, reorient advertising campaigns, or optimize viewer experiences at any time. Consequently, TV analytics solutions having robust real-time capabilities are currently gaining momentum in the market.
The TV analytics market is being shaped by information protection and security concerns as basic factors. With huge daily viewer data, there is an emerging need for stringent measures to protect sensitive information. Data privacy features in their solutions are the result of regulatory developments such as GDPR and other data security regulations that have forced TV analytics providers to concentrate on it. The concept of collaboration and partnerships is growing, and stakeholders are appreciating the benefits of pooling expertise in the TV analytics market. Broadcasters, analytics providers, and advertisers are forming strategic alliances to build end-to-end solutions that seamlessly integrate data collection, analysis, and actioning. These collaborations aim to provide comprehensive insights that cater to diverse needs within the TV ecosystem, fostering innovation and addressing industry challenges holistically.
Report Attribute/Metric | Details |
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Segment Outlook | Component, Application |
Global TV Analytics Market is expected to register a CAGR of 17.80% during the review period, 2022–2030
Global TV Industry has witnessed a huge transformation over the years owing to the growing digitalization and increasing clarity of preferences from TV audiences. The increased digitalization in the TV sector has resulted in the generation of huge amounts of data, thereby increasing the demand for TV analytics solutions. The deployment of solutions ensures a high level of accuracy for audience preferences which further enables TV operators to realize the effective level and reach for advertisements.
The Global TV Analytics Market has been segmented based on component, deployment, application, and region.
By Component, the market has been segmented into software and services.
By Deployment, the market has been segmented into cloud-based and on-premise.
Based on the Application, the market is categorized into competitive intelligence, customer lifetime management, campaign management, content development, behavior analysis, churn prevention, and audience forecasting.
The regions included in the study are North America, Europe, Asia-Pacific, the Middle East & Africa, and South America.
Geographically, the TV analytics market has been categorized into North America, Europe, Asia-Pacific, Middle East & Africa, and South America.
North America dominated the global TV analytics market in 2018 and is expected to have the largest market share during the forecast period. The growth is majorly attributed to the availability of well-developed TV industry. Also, the high spending capability of the countries in North America supports the growth of TV analytics in this region.
Global TV Analytics Market is characterized by the presence of several regional and local providers. Some of the key players in the market are Adobe Systems, Inc., Amobee, Inc., Alphonso, Inc., BrightLine Partners LLC, Blix, Conviva AB, Edgeware AB, iSpot.tv, Inc., Realytics, Sorenson Media, NicePeopleAtWork (NPAW), and Viaccess and Viaccess-Orca.
Key Questions Addressed by the Report
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