TV Analytics Market Analysis Report By Deployment, By Application, By Region And Segment Forecasts From 2019 To 2025

Industry Insights

The TV analytics market size across the globe was valued at USD 176.2 million in 2018. It is projected to witness a 21.2% CAGR over the forecasted years, 2019 to 2025. Rapid technological advances across the media and entertainment industry coupled with the need for analyzing customer’s preferences and advertisement potentials is projected to drive the market growth for TV analytics.

These analytical solutions offer higher accuracy in audience engagement with the usage of several statistical tools. Further, shifting trends about subscribing to OTT (Over the top) platforms like Amazon and Netflix coupled with the surging popularity of web series is driving the need for such solutions. Moreover, the rising popularity of several plays and genres is projected to fuel up the market growth.         

The television industry is witnessing significant transformation regarding technological interaction and consumption habits. Television viewers are now focusing on their interaction with advertising and content. For example, content providers are making decisions based on real-time data and consumer preferences. Thus, rapid digitalization and shifting trend in viewing preference is expected to drive the market growth.

There has been a decline in conventional TV viewership for the last few years. Thus, the demand for target-oriented and relevant content is gaining traction across the globe. Also, the technology of data capturing is enabling the TV industry to inculcate advertising, audience measurement, and reviewing of viewer’s data on each platform. These factors are expected to propel market growth in the upcoming years.

Deployment Insights

In 2018, the deployment of on-premise solutions accounted for the largest share across the global TV analytics market. This can be associated with its features like flexible pricing and ease of usage. Also, these solutions are cost-effective with regard to cabling infrastructure and equipment configuration. It also facilitates the decision of viewing selected content to the viewers, thereby facilitating more control.

The cloud-based deployment segment is projected to witness faster growth over the forecasted period, 2019 to 2025. This can be associated with its features such as enhanced scalability and flexibility. As the need for entertainment and content is increasing rapidly, the majority of content creators are facing intense pressure for the creation and distribution of the best content within a stipulated time. As these cloud-based solutions offer flawless streaming despite massive workloads and ensure reduced delays, their demand is anticipated to trigger up in the upcoming years.

Application Insights

The application segment of advertising dominated the global market in 2018. It is also projected to continue its growth over the forecasted period. This can be associated with the increasing effectiveness and influence of TV ads across audiences. This facilitates the need for continuous gauging for the extraction of data bytes to determine the faring of advertisements. These factors are triggering the need for advertising analytics of TV for tracking and analyzing ad performance.

In 2018, the segment of content management & broadcasting also accounted for a significant share across the global market. This can be associated with the rising amount of data due to the increasing viewership of television. Also, as the industry of television is shifting towards data-oriented models, the need for data touchpoints is increasing rapidly. Thus, the demand for surveys that can analyze consumer behavior and content consumption is gaining traction across the globe.

Regional Insights

In 218, North America held the largest share across the global TV analytics market. It is also projected to hold a dominant market share over the forecasted period, 2019 to 2025. The rising investment for the development of original content with the help of the streaming process is projected to boost the market growth across this region. Also, the increasing need for indigenous content has forced service providers to include digital content along with their service offerings. The surging need to leverage this content is thereby increasing the adoption of TV analytics.

Europe is also projected to register fast growth over the forecasted period, 2019 to 2025. This can be attributed to the shifting trend towards individual viewership from the conventional mass audience viewership. These analytical solutions also allow consumers to choose ad-supportive content. Moreover, increases in usage of devices that can be connected with media and broadband networks having high speed are facilitating the market growth.

COVID-19 Impact Insights

The market is witnessing significant growth due to the ongoing COVID-19 crisis. This growth can be attributed to the imposition of lockdown and travel restrictions imposed by governing bodies across several countries. Also, the shutting of educational institutions, parks, theaters, and tourist places has created opportunities for many OTT platforms to enhance customer engagement. Thus, they are investing more in developing analytical solutions for boosting their market presence. Further, rapid technological advances in developing statistical models to carry out analysis effectively are expected to gain traction in the upcoming years. These factors are projected to drive market growth over the post-pandemic period.

TV Analytics Market Share Insight

The global market includes key players such as Amobee Inc.; Adobe Systems Inc.; Edgeware AB; Alphonso Inc.; Conviva AB; 605; Sorenson Media; and Analytics. They are constantly engaged in product development and innovation to gain a competitive advantage over other players.

Strategies such as collaborations, partnerships, mutual agreements, and product launches are being undertaken by these players to widen their geographical reach. Several TV broadcasters and companies have started investing in advertising technologies and enhanced data platforms for the management of complex portfolios of channels and digital products. Further, analytics providers have started developing analytics platforms as per the customized demand of clients. These platforms help in providing advertisers and agencies with immediate results and in-depth analysis of advertising campaigns.

Report Scope

Segments Covered in the Report 

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends from 2014 to 2025 in each of the sub-segments. For the purpose of this study, Million Insights has segmented the global TV analytics market on the basis of deployment, application, and region:

• Deployment Outlook (Revenue, USD Million, 2014 - 2025)
    • Cloud
    • On-Premise

• Application Outlook (Revenue, USD Million, 2014 - 2025)
    • Advertising
    • Competitor Analysis
    • Audience Characterization
    • Content Management & Broadcasting

• Regional Outlook (Revenue, USD Million, 2014 - 2025)
    • North America
        • The U.S.
        • Canada
    • Europe
        • The U.K.
        • Germany
    • The Asia Pacific
        • China
        • India
        • Japan
    • Latin America
        • Brazil
        • Mexico
    • Middle East & Africa