Tv Analytics Market

The TV Analytics Market, valued at USD 3.51 billion in 2022, is projected to reach USD 15.80 billion by 2030, with a compound annual growth rate (CAGR) of 18.2% during the forecast period (2023-2030).

The rapid evolution of technology driven by changing consumer preferences has led to the emergence of TV analytics. This technology enables the improvement of the relationship between network performance and customer satisfaction. By understanding what consumers are watching and their preferences, media companies can discover new ways to attract viewers. Furthermore, the increasing use of social media platforms for product branding and advertising is expected to drive the demand for TV analytics. These platforms provide marketers and media companies with a cost-effective means to understand the connection between viewers and brands, as they can reach a large audience at lower costs.

Primary factors driving the TV Analytics Market include:
Increasing Adoption of Analytics in the TV Industry: TV service providers have been embracing data analytics tools to streamline their content distribution chain. These tools primarily focus on enhancing process efficiency and monetization strategies. They enable the prediction of viewer segment preferences for specific content and facilitate the implementation of personalized services. Additionally, these tools aid in targeted content marketing and upselling of service packages. Service providers are increasingly interested in leveraging TV viewership data to achieve smarter viewer segmentation, leading to greater benefits in the TV industry.

Increasing Adoption of Data Capturing Technology
With the increasing importance of data in the TV industry, delivering targeted content to the right audience at the right time has become crucial for operators. This has led to the implementation of data-driven models by OTT platforms, advertising firms, and broadcasters, driving the expansion of the industry. Data-capturing technology has opened up new opportunities for the television industry to incorporate viewer data, advertising, and audience measurement across all platforms. Media companies have also developed content strategies by understanding consumer consumption patterns, addressing broadcasting challenges. As a result, real-time consumer involvement through surveys, reviews, and social media platforms has improved viewers' decision-making.

Primary factors that can potentially slow down the TV Analytics Market include:
Rise in Smartphone Penetration: The increasing consumption of entertainment services on smartphones, tablets, and laptops has led to a decline in the television industry. Smartphones provide greater convenience and on-the-go entertainment compared to traditional television. Advancements in smartphone features can potentially impact the demand for TV analytics as consumers shift their viewing habits to mobile devices.

Future opportunities for the TV Analytics Market include:
Booming OTT Industry: The expansion of the over-the-top (OTT) industry, driven by the availability of diverse content and a growing number of OTT service providers, presents significant opportunities. Consumers seek high-quality content accessible through OTT services, and creating educational, meaningful, and relevant content across multiple channels has become a requirement for OTT vendors. Ensuring content quality is crucial for brand marketers. By analyzing user viewing patterns and providing relevant content, service providers can enhance user satisfaction and experience. The personalized experience offered by OTT services contributes to consumer engagement, making the market prospects positive during the forecast period.

Segmental Analysis
The global TV analytics market is segmented by component, deployment mode, application, and transmission type.
Based on components, the global TV analytics market is bifurcated into software and services.

The services segment holds the largest market share and is projected to experience a healthy compound annual growth rate (CAGR) during the forecast period. This is attributed to the integration of analytical solutions into various business processes, making them an essential part of operations.

The software segment is expected to witness a higher CAGR due to the increasing number of connected devices, which drives the demand for personalized content across multiple distribution channels and devices. To provide viewers with an immersive experience, media and entertainment companies have adopted analytical software and solutions, along with support and maintenance services.

Regarding the deployment model, the global TV analytics market is divided into on-premise and cloud solutions. The on-premise segment currently dominates the market and is expected to maintain a healthy CAGR during the forecast period. On-premise solutions for OTT platforms offer cost-effective equipment and cabling infrastructure configurations. This model also grants viewers more control over the type of content they access. Ongoing upgrades and maintenance are necessary for on-premise solutions.

The cloud segment is projected to grow significantly. In the rapidly growing TV analytics market, where the demand for media and entertainment is increasing, cloud-based solutions are expected to thrive. Cloud solutions offer high flexibility and scalability to handle unpredictable and complex challenges. Content producers face immense pressure to create and distribute original content within tight timelines, as competition among operators intensifies. Cloud solutions ensure seamless streaming even under heavy workloads.

The global TV analytics market is divided into various applications, including advertising, competitive intelligence, content management & broadcasting, content development, and audience forecasting.

The advertising segment holds the largest market share and is projected to experience a healthy compound annual growth rate (CAGR) during the forecast period. TV advertisements have a wide reach and continuous monitoring is crucial to gather comprehensive information on ad performance. TV advertising analytics are now widely used to precisely track and evaluate ad effectiveness. The growing need to effectively communicate with the target audience and ensure better visibility has led to increased adoption of TV analytics in the advertising sector.

The content management & broadcasting segment is expected to grow significantly. As the television industry embraces data-oriented models, there is a surge in data related to viewership. Surveys focused on content consumption and consumer behavior provide broadcasters with valuable insights into their audience, leading to growth in this segment.

Based on transmission type, the global TV analytics market is categorized into OTT, Cable TV, IPTV, and Satellite.

The OTT segment holds the largest market share and is projected to maintain a healthy CAGR during the forecast period. The increasing demand for personalized content among viewers drives the growth of this segment. OTT platform developers leverage advanced analytics integrated with AI and machine learning technologies to understand viewer behavior and preferences, offering personalized TV content. For example, Netflix, with its large subscriber base, utilizes big data to enhance video quality, evaluate customer entertainment preferences, and analyze viewing patterns.

The satellite segment is expected to grow at a moderate rate. Satellite TV stands out with its extensive programming channel options, surpassing cable TV providers. Popular packages offer a wide range of programming channels, exceeding 500 in some cases. Satellite TV also offers diverse programming options, covering music, specialized sports, movies, and religious content, providing viewers with a comprehensive entertainment experience.

Regional Analysis
The global TV analytics market is bifurcated into four regions, namely North America, Europe, Asia-Pacific, and LAMEA.

North America Dominates the Global Market
The North America region leads in market contribution and is projected to experience a healthy compound annual growth rate (CAGR) during the forecast period. This is due to the viewers' preference for digital originals offered through popular streaming platforms like YouTube, Hulu, and Netflix. Netflix, in particular, utilizes algorithms and analytical solutions to understand viewers' preferences, driving the increased adoption of analytics solutions in the entertainment industry and contributing to the exponential growth of the TV analytics market in this region.

Europe is expected to witness dynamic growth in the TV analytics market. Direct-to-consumer (DTC) and business-to-business (B2B) brands in Europe are focused on investing in performance-driven TV advertising, leading to increased market growth. For example, Admo.Tv secured significant funding to expand its presence in the U.K. Netflix has also experienced rapid growth in Europe, expanding its services to every country and becoming one of the top revenue-generating companies in the region.

Asia-Pacific is anticipated to witness significant growth in the TV analytics market due to the rapid adoption of digitalization and favorable economic conditions. The increasing customer base, particularly for global content, drives the growth of OTT providers such as HotStar, Netflix, and Amazon Prime Video. Furthermore, advancements in advanced analytics are enabling better decision-making in the region. Companies like Kantar have established research and development labs in Asia focused on advanced analytics, aiming to convert data into actionable insights for customer-centric decision-making and sustainable growth.

The LAMEA region is expected to experience moderate growth in the global TV analytics market during the forecast period. Latin America, in particular, stands out in the TV industry with the presence of local content producers across several countries in the region, as highlighted by Parrot Analytics.

Top Key Players of TV Analytics Market
Admo.TV
Alphonso Inc
Amobee INC.
AnalyticOwl
BLIX
BrightLine
Clarivoy
Conviva
DC Analytics
Edgeware AB
FourthWall Media
Google
H-Tech
IBM Corporation
iQ Media
iSpot.tv
Parrot Analytics
Realytics
SambaTV
The Nielsen Company
TVbeat
TVSQUARED
Zapr Media Labs.

Recent Developments
• In March 2022, Evergreen Coast Capital Corporation acquired The Nielsen Company for a substantial sum of USD 16 billion.
• In June 2022, LG Ad Solutions entered into a multi-year agreement with Magnite, an omnichannel sell-side advertising platform, to empower media buyers with data-driven planning and advanced analytics capabilities.

TV Analytics Market Segmentation
By Component
• Software
• Services

By Deployment Mode
• On-premise
• Cloud

By Application
• Competitive Intelligence
• Customer Lifetime Management
• Content Development
• Audience Forecasting
• Others

By Transmission Type
• OTT
• Cable TV
• IPTV
• Satellite

By Regions
North America
• U.S.
• Canada
• Mexico
Europe
• U.K.
• Germany
• France
• Italy
• Spain
• Rest of Europe
Asia-Pacific
• China
• India
• Japan
• South Korea
• Australia
• Rest of Asia-Pacific
LAMEA
• Brazil
• Saudi Arabia
• South Africa
• Rest of LAMEA