Global Television (TV) Analytics Market, By 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) - Industry Trends and Forecast to 2031.
Television (TV) Analytics Market Analysis and Size
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.
Data Bridge Market Research analyses that the global Television (TV) analytics market is expected to reach a value of USD 13.83 billion by 2031 from USD 4.50 billion in 2023, growing at a CAGR of 15.5% during the forecast period 2024 to 2031.
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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., Realytics, Clarivoy, Zapr, Alphonso Inc., tvbeat inc., DCMN, FISCOWL, LLC, Nexxen International Ltd., FOURTHWALL, Parrot Analytics Limited, Innovid, CS Consult & Service, iSpot.tv, Inc., Google, Samba TV, Inc., Viaccess, BrightLine Partners, LLC, Kinetiq, Comscore, Inc., and Conviva, among others
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Market Definition
The global Television (TV) analytics market encompasses the technology and tools used to gather, analyze, and interpret data related to television content and viewership. It includes solutions for tracking audience behavior, content performance, and advertising effectiveness across various platforms and channels. This market serves broadcasters, advertisers, content producers, and media agencies seeking insights to optimize their strategies and investments. Key components involve audience measurement, content engagement metrics, and advertising attribution analytics. The market is driven by the increasing demand for data-driven decision-making in the television industry and the rise of streaming services, which require advanced analytics for content delivery and monetization. It is characterized by a competitive landscape with companies offering diverse analytics solutions tailored to the evolving needs of broadcasters and advertisers in the digital era.
Global Television (TV) Analytics Market Dynamics
This section deals with understanding the market drivers, advantages, opportunities, restraints, and challenges. All of this is discussed in detail below:
Drivers
- Increasing Focus on Real-Time Analytics
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.
- 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.
Opportunities
- Strategic Partnership and Collaboration Among Market Players
The strategic partnerships and collaborations represent significant opportunities for the global Television (TV) analytics market by fostering innovation, expanding market reach, and enhancing the overall value proposition for customers. Firstly, partnerships enable companies to leverage complementary strengths and resources, thereby accelerating the development and deployment of advanced analytics solutions tailored for the TV industry. For instance, a partnership between a data analytics firm and a TV network could combine expertise in data analysis with access to extensive content libraries, enabling more comprehensive insights into viewer preferences and behavior.
- Technological Advancements in Television (TV) Data Analytics
The Technological advancements in data analytics are revolutionizing the global Television (TV) analytics market, presenting significant opportunities for growth and innovation. With the proliferation of digital media platforms and the increasing adoption of smart TVs, vast amounts of data are generated daily. Advanced analytics technologies such as machine learning and artificial intelligence enable TV broadcasters and advertisers to extract valuable insights from this data. These insights empower stakeholders to make data-driven decisions, improve content strategies, enhance viewer engagement, and optimize advertising campaigns.
Restraints/Challenges
- Limited Availability of Skilled Professionals to Interpret Data Effectively
The major challenge hindering the market's expansion is the limited availability of skilled professionals capable of effectively interpreting data. As television networks and content providers gather vast amounts of viewer data from various sources such as set-top boxes, smart TVs, and streaming platforms, the need for skilled data analysts, data scientists, and statisticians becomes crucial in deriving meaningful insights from this data.
The shortage of skilled professionals in data interpretation poses several challenges for players in the global television (TV) analytics market. Without proficient analysts, companies may struggle to extract actionable insights from the wealth of data available to them. This could lead to missed opportunities for optimizing content strategies, advertising campaigns, and audience engagement initiatives. Moreover, inaccurate or incomplete data analysis may result in flawed decision-making, impacting the overall effectiveness and efficiency of television operations.
- High Price Associated with Television (TV) Analytics
The high price associated with Television (TV) analytics indeed poses a significant challenge for the global Television (TV) analytics market. Many businesses, especially smaller ones, find it difficult to justify the investment required for sophisticated TV analytics tools. These tools often come with hefty price tags due to their advanced features, data processing capabilities, and the infrastructure needed to collect and analyze vast amounts of television viewership data in real-time. As a result, adoption rates among businesses, particularly smaller enterprises, are hindered by budget constraints.
Recent Developments
- 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 November 2023, Nexxen International Ltd expands its TV Intelligence offering with the launch of TV Viewership Audiences in the U.K. and the enhancement of its TV Intelligence capabilities in the U.S. These data-driven solutions rooted in ACR data, empower advertisers to target and measure audiences across linear and streaming platforms with precision and scale
- In March 2023, FANUC America Corporation introduces the PMi-A Plus PLC/CNC motion controller at MODEX 2024, enabling seamless integration of FANUC controls for general motion control equipment. This demonstration showcases the synergy between FANUC's factory automation and cobot product lines, offering a comprehensive automated warehouse solution for the supply chain industry
- In December 2023, FourthWall partners with DIRECTV Advertising, integrating set-top-box and streaming data into by FourthWall's Reveal Platform for enhanced cross-screen targeting and analytics. The collaboration aims to empower marketers with faster insights and customizable audience segments, leveraging DIRECTV's scale and FourthWall’s platform capabilities
- In April 2023, FourthWall partnered with StackAdapt to offer TV audience access facilitating enhanced multi-channel targeting for advertisers. Clients gain access to Reveal Audiences, leveraging TV viewing data for precise campaign optimization and improved ROI. This collaboration aims to streamline audience targeting, driving better campaign performance and efficiency for marketers
Global Television (TV) Analytics Market Scope
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.
Offering
- Software
- Services
On the basis of offering, the global Television (TV) analytics market is segmented into software and services.
Analytics Type
- Backend TV Analytics
- Frontend TV Analytics
- Others
On the basis of analytics type, the global Television (TV) analytics market is segmented into backend TV analytics, frontend TV analytics, and others.
TV Transmission Type
- OTT
- Satellite TV/DTH
- Cable TV
- IPTV
On the basis of TV transmission type, the global Television (TV) analytics market is segmented into OTT, satellite TV/DTH, cable TV, IPTV.
Tool Interface
- Web Based
- Application Based
On the basis of tool interface, the global Television (TV) analytics market is segmented into web based and application based.
Deployment Mode
- Cloud
- On-Premises
On the basis of deployment mode, the global Television (TV) analytics market is segmented into cloud and on-premises.
Revenue Model
- Yearly Subscription
- Monthly Subscription
On the basis of revenue model, the global Television (TV) analytics market is segmented into yearly subscription and monthly subscription.
Content Area
- Entertainment
- Sports
- Political
- Social
- Wildlife
- Others
On the basis of content area, the global Television (TV) analytics market is segmented into 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
- Others
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.
Global Television (TV) Analytics Market Regional Analysis/Insights
Global Television (TV) analytics market is analyzed and market size insights and trends are provided by offering, analytics type, TV transmission type, tool interface, deployment mode, revenue model, content area and application as referenced above.
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.
North America region is expected to dominate the global Television (TV) analytics market. U.S. is expected to dominate in North America region due to proactive approach to data-driven decision-making in media content creation and advertising strategies further strengthens its leadership position in TV analytics. U.K. is expected to dominate in Europe region as a key player. China is expected to dominate in Asia-Pacific region due to advanced technological infrastructure and widespread adoption of digital broadcasting platforms contribute to its significance in this market.
The country section of the report also provides individual market impacting factors and changes in market regulation that impact the current and future trends of the market. Data points such as down-stream and upstream value chain analysis, technical trends and porter's five forces analysis, case studies are some of the pointers used to forecast the market scenario for individual countries. Also, the presence and availability of global brands and their challenges faced due to large or scarce competition from local and domestic brands, impact of domestic tariffs and trade routes are considered while providing forecast analysis of the country data.
Competitive Landscape and Global Television (TV) Analytics Market Share Analysis
Global Television (TV) analytics market competitive landscape provides details of the competitor. Details included are company overview, company financials, revenue generated, market potential, investment in research and development, new market initiatives, production sites and facilities, production capacities, company strengths and weaknesses, product launch, product width and breadth, application dominance. The above data points provided are only related to the companies' focus related to global Television (TV) analytics market.
Some of the major players operating in the global Television (TV) analytics market are TransUnion LLC., Realytics, Clarivoy, Zapr, Alphonso Inc., tvbeat inc., DCMN, FISCOWL, LLC, Nexxen International Ltd., FOURTHWALL, Parrot Analytics Limited, Innovid, CS Consult & Service, iSpot.tv, Inc., Google, Samba TV, Inc., Viaccess, BrightLine Partners, LLC, Kinetiq, Comscore, Inc., and Conviva, among others.
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