The global Television (TV) analytics market is experiencing a notable surge, largely propelled by the increasing emphasis on real-time analytics solutions. As digital technologies evolve and streaming services become ubiquitous, television broadcasters and advertisers are recognizing the importance of real-time data insights. These analytics solutions enable broadcasters to track viewer engagement, monitor content performance, and optimize ad placements swiftly. By harnessing real-time analytics, stakeholders can make informed decisions promptly, thereby enhancing the efficiency and effectiveness of television operations.
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Data Bridge Market Research analyses that the Global Television (TV) Analytics Market is expected to reach USD 13.83 billion by 2031 from USD 4.50 billion in 2023, growing with a CAGR of 15.5% in forecast period of 2024 to 2031.
Key Findings of the Study
Growing Demand for Cloud-Based Analytics
The global Television (TV) analytics market is experiencing significant growth, largely driven by the increasing demand for cloud-based analytics solutions. With the proliferation of digital platforms and the rise of streaming services, television broadcasters and advertisers are seeking more sophisticated tools to analyze viewer behavior and engagement. Cloud-based analytics offer scalability, flexibility, and accessibility, enabling companies to efficiently process vast amounts of data in real-time. This allows broadcasters to gain valuable insights into audience preferences, content performance, and advertising effectiveness, ultimately leading to more informed decision-making. Furthermore, cloud-based analytics solutions present a cost-effective alternative to traditional on-premises infrastructure, eliminating the need for expensive hardware maintenance and software updates. This affordability factor makes advanced analytics accessible to a wider range of organizations, including smaller broadcasters and emerging content creators.
Report Scope and Market Segmentation
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Report Metric
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Details
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Forecast Period
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2024 to 2031
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Base Year
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2023
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Historic Years
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2022 (Customizable to 2016-2021)
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Quantitative Units
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Revenue in USD Billion
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Segments Covered
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Offering (Software and Services), Analytics Type (Backend TV Analytics, Frontend TV Analytics, and Others), TV Transmission (OTT, Satellite TV/DTH, Cable TV, and IPTV), Tool Interface (Web Based and Application Based), Deployment Mode (Cloud and On-Premises), Revenue Model (Yearly Subscription and Monthly Subscription), Content Area (Entertainment, Sports, Political, Social, Wildlife, and Others), Application (Content Identification & Tracking, Competitive Intelligence, Audience Management & Forecasting, Churn Prevention & Behavior Analysis, Customer Lifetime Management, Sponsorship Management, Campaign Performance Monitoring, and Others)
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Countries Covered
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U.S., Canada, Mexico, Germany, France, U.K., Netherlands, Switzerland, Belgium, Russia, Italy, Spain, Sweden, Denmark, Poland, Norway, Finland, Turkey, rest of Europe, China, Japan, India, South Korea, Singapore, Malaysia, Australia, Thailand, Indonesia, Philippines, New Zealand, Taiwan, Vietnam, rest of Asia-Pacific, Saudi Arabia, U.A.E., South Africa, Egypt, Israel, Qatar, Bahrain, Kuwait, Oman, rest of Middle East and Africa, Brazil, Argentina and rest of South America
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Market Players Covered
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TransUnion LLC. (U.S.), Realytics (France), Clarivoy (U.S.), Zapr (India), Alphonso Inc. (U.S.), tvbeat inc. (U.K.), DCMN (Germany), FISCOWL, LLC (U.S.), Nexxen International Ltd. (Israel), FOURTHWALL (U.S.), Parrot Analytics Limited (U.S.), Innovid (U.S.), CS Consult & Service (U.S.), iSpot.tv, Inc. (U.S.), Google (U.S.), Samba TV, Inc. (U.S.), Viaccess (France), BrightLine Partners, LLC (U.S.), Kinetiq (U.K.), Conviva (U.S.), and Comscore, Inc (U.S.), among others
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Data Points Covered in the Report
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In addition to the insights on market scenarios such as market value, growth rate, segmentation, geographical coverage, and major players, the market reports curated by the Data Bridge Market Research also include in-depth expert analysis, geographically represented company-wise production and capacity, network layouts of distributors and partners, detailed and updated price trend analysis and deficit analysis of supply chain and demand
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Segment Analysis
Global Television (TV) analytics market is segmented into eight notable segments which are based on the basis of offering, analytics type, TV transmission type, tool interface, deployment mode, revenue model, content area and application.
- On the basis of offering, the global Television (TV) analytics market is segmented into software and services
In 2024, software segment is dominating the Global Television (TV) Analytics Market
In 2024, software segment is dominating the global Television (TV) analytics market with 65.97% market share because advanced data analytics capabilities and demand for personalized content insights. This dominance reflects the increasing importance of data-driven decision-making in the broadcasting industry, shaping content creation, advertising strategies, and audience engagement.
- On the basis of analytics type, the global Television (TV) analytics market is segmented into backend TV analytics, frontend TV analytics, and others
In 2024, backend TV analytics segment is expected to dominate the Global Television (TV) Analytics Market
In 2024, backend TV analytics segment is expected to dominate the global Television (TV) analytics market with 53.83% market share.
- On the basis of TV transmission type, the global Television (TV) analytics market is segmented into OTT, satellite TV/DTH, cable TV, and IPTV. In 2024, OTT segment is dominating the market with 41.41% market share
- On the basis of tool interface, the global Television (TV) analytics market is segmented into web based and application based. In 2024, web based segment is dominating the market with 57.86% market share
- On the basis of deployment mode, the global Television (TV) analytics market is segmented into cloud and on-premises. In 2024, cloud segment is dominating the market with 73.91% market share
- On the basis of revenue model, the global Television (TV) analytics market is segmented into yearly subscription and monthly subscription. In 2024, yearly subscription segment is dominating the market with 63.46% market share
- On the basis of content area, the global Television (TV) analytics market is segmented into entertainment, sports, political, social, wildlife and others. In 2024, entertainment segment is dominating the market with 37.05% market share
- On the basis of application, the global Television (TV) analytics market is segmented into content identification & tracking, competitive intelligence, audience management & forecasting, churn prevention & behavior analysis, customer lifetime management, sponsorship management, campaign performance monitoring, and others. In 2024, content identification & tracking segment is dominating the market with 27.41% market share
Major Players
Data Bridge Market Research analyzes Google (U.S.), TransUnion LLC (U.S.), Comscore, Inc (U.S.), Nexxen International Ltd (Israel), Innovid (U.S.) as the major companies operating in the global Television (TV) analytics market.
Market Development
- In March 2024, iSpot.tv, Inc.and Comcast's AudienceXpress are collaborating to integrate iSpot.tv TV ratings into AudienceXpress, enhancing TV ad measurement and attribution reporting. Leveraging iSpot's acquisitions, their goal is to pioneer enhanced industry reporting and streamline attribution studies, ensuring more effective TV advertising in a fragmented media landscape
- In February 2024, Nexxen International Ltd and PeerLogix's collaboration enriches Nexxen International Ltd TV Intelligence solution with exclusive aggregated premium streaming viewership data from platforms like Netflix, Hulu, and Disney Plus. This partnership empowers advertisers to target a unified TV audience of up to 50 million households bridging the gap between linear and streaming channels for more effective targeting based on genre and viewing habits
- In January 2024, Clarivoy unveiled a free marketing attribution tool, aiming to democratize advanced attribution. This initiative seeks to redefine measurement standards in auto marketing. What sets Clarivoy apart is its innovative cost-per-sale metric, capable of assessing all shoppers, not just lead submitters. By integrating data from major automotive platforms, Clarivoy provides a holistic view of the consumer journey, empowering dealers with invaluable insights. This initiative positions Clarivoy as a leader in automotive marketing analytics, benefiting the company by solidifying its reputation and attracting a broader clientele
- In January 2024, TransUnion LLC announced an agreement with NielsenIQ to identify spaces for audience modeling. The strategic partnership enabled FMCG marketers and media companies to deliver personalized experiences akin to first-party data of Retail Media Networks, said Julie Clark, SVP, Media & Entertainment Vertical, TransUnion. This collaboration shaped an innovative advertising landscape, prioritizing relevancy, effectiveness, and consumer privacy, benefiting the company with enhanced targeting capabilities and consumer-centric approaches
- In May 2023, Google collaborated with iSpot.TV to measure the reach of campaigns on YouTube and YouTube TV. iSpot's data integration into Google's Ad Data Hub for Measurement Partners enhances customers' ability to assess YouTube's value in media campaigns. This deal is crucial as YouTube aims to rival traditional TV for advertising revenue. Unified Measurement integration empowers brands to invest confidently across TV and streaming platforms, benefiting both Google and iSpot.TV
Regional Analysis
Geographically, the countries covered in the global Television (TV) analytics market report are U.S., Canada, Mexico, Germany, France, U.K., Netherlands, Switzerland, Belgium, Russia, Italy, Spain, Sweden, Denmark, Poland, Norway, Finland, Turkey, rest of Europe, China, Japan, India, South Korea, Singapore, Malaysia, Australia, Thailand, Indonesia, Philippines, New Zealand, Taiwan, Vietnam, rest of Asia-Pacific, Saudi Arabia, U.A.E., South Africa, Egypt, Israel, Qatar, Bahrain, Kuwait, Oman, rest of Middle East and Africa, Brazil, Argentina and rest of South America.
As per Data Bridge Market Research analysis:
North-America is expected to dominate and the fastest growing region in the Global Television (TV) Analytics Market
North America is expected to dominate the global Television (TV) analytics market due to its advanced technological infrastructure and widespread adoption of digital broadcasting platforms. The region's mature media industry, coupled with the presence of key market players and high advertising expenditure, fuels this dominance.
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