Public Opinion and Election Polling Market Report 2025

The public opinion and election polling market size has grown steadily in recent years. It will grow from $8.7 billion in 2024 to $8.93 billion in 2025 at a compound annual growth rate (CAGR) of 2.7%. The growth in the historic period can be attributed to media influence and coverage, political events and campaigns, demographic shifts, social and economic factors, historical voting patterns.

The public opinion and election polling market size is expected to see steady growth in the next few years. It will grow to $10.23 billion in 2029 at a compound annual growth rate (CAGR) of 3.5%. The growth in the forecast period can be attributed to social media and digital platforms, polarization and political climate, issue-centric campaigns, demographic changes and diversity, evolving communication channels. Major trends in the forecast period include social media influence, globalization of polling practices, response rate challenges, public trust in polling, adaptation to societal changes.

The growing need for public opinion is expected to stimulate demand in the markets for public opinion and election polling. Public opinion and polls serve as tools to gauge people's sentiments on specific products, individuals, activities, companies, or areas relevant to medical research and innovation. These polls play a crucial role in helping countries and companies make decisions regarding new leaders, product releases, organizational structure changes, or other significant strategic choices. The requirement for public opinion in governmental and business decision-making contributes to the expansion of the public opinion and election polling market.

The increasing utilization of the internet and social media is anticipated to drive the future growth of the public opinion and election polling market. Social media platforms, operating on the internet, have a substantial impact on public opinion, serving as a potent tool for engaging audiences and understanding their preferences. They are increasingly employed for election surveys, providing a platform to collect data based on the opinions of a sample of individuals. For example, in February 2023, Meltwater, a Netherlands-based software company, reported a rise of 224,000 (+0.3%) internet users in the UK between 2022 and 2023, reaching a total of 66.11 million internet users. Additionally, in the UK, there are 35 million LinkedIn members and 28.75 million Instagram users. Hence, the growing use of the internet and social media is propelling the expansion of the public opinion and election polling market.

Partnerships and collaborations leading to the introduction of innovative techniques are gaining traction in the public opinion and election polling market. Major players in the industry, along with government organizations, are actively introducing new technologies to enhance the reliability, accessibility, and authenticity of surveys and voting processes, while minimizing variability and errors. For example, in July 2023, the Council of State Governments, a US-based non-profit organization, collaborated with The Turnout, a US-based voter registration organization, to establish the Election Technology Initiative (ETI). ETI aims to promote open-source solutions for election administrators, enhancing the safety and transparency of U.S. and international elections, and increasing voter trust, accessibility, and participation. The initiative's first step involves the adoption of ElectionGuard, an open-source software developed by Microsoft's Democracy Forward Initiative. ElectionGuard provides voting machine vendors and election officials with tools for conducting end-to-end verifiable audits after elections.

Leading companies in the public opinion and election polling market are prioritizing the integration of new technological solutions into their existing products to maintain their market positions. Integrating new technology involves adding the latest advancements or innovations to a company’s current offerings, enhancing the features, capabilities, or performance of these products through cutting-edge technology. For instance, in May 2024, India introduced its first metaverse-powered virtual Polling Booth to boost voter awareness by providing a virtual mock polling experience. Crewsphere: ICP India, in partnership with technology provider Volaverse and in collaboration with DEO Ludhiana, Punjab, developed this innovative polling booth. Such technologies can improve transparency throughout the process and offer voters a seamless experience.

In August 2023, Accenture PLC, an Ireland-based professional services company, acquired Anser Advisory for an undisclosed amount. This strategic move enhances Accenture's ability to support businesses and state and local public sector organizations in successfully completing significant, long-term infrastructure projects. Anser Advisory LLC, the acquired entity, is a US-based public policy research and consulting firm specializing in public opinion and electoral polling.

Major companies operating in the public opinion and election polling market include Nielsen Holdings plc, Ipsos SA, SurveyMonkey Market Research Solutions, YouGov plc, Gallup Inc., Marist Institute for Public Opinion, Harris Insights & Analytics LLC, Gnosis Partners LLC, Morning Consult LLC, Group Dynamics In Focus LLC, Rasmussen Reports LLC, Pew Research Center, Eastcoast Research Inc., Quinnipiac University Polling Institute, Public Policy Polling LLC, CNN/ORC International, Monmouth University Polling Institute, Emerson College Polling, SurveyUSA Inc., Zogby Analytics LLC, Washington Post-ABC News Poll, NBC News/Wall Street Journal Poll, Fox News Poll, CBS News Poll, Reuters/Ipsos Poll, IBD/TIPP Poll, The Economist/YouGov Poll, Suffolk University/USA Today Poll, The Roper Center for Public Opinion Research, Elway Research Inc., Field Research Corporation (Field Poll), Franklin Pierce University Polling Institute.

North America was the largest region in the public opinion and election polling market in 2024. Western Europe was the second largest region in the global public opinion and election polling market share. The regions covered in the public opinion and election polling market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the public opinion and election polling market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Public opinion is the aggregation of individual attitudes or ideas held by a significant portion of the population on a particular topic or issue. Electoral polling employs election surveys to collect data based on the viewpoints of a sample of individuals.

Different survey types for public opinion and election polling encompass product surveys, website surveys, focus group surveys, conference feedback surveys, among others. A product survey involves posing a series of questions to a specific segment of the user base to gather valuable feedback about the user experience. Surveys can be conducted through various modes, including online surveys, paper surveys, telephonic surveys, and one-to-one interviews, serving the purposes of public opinion and election polling.

The public opinion and election polling market research report is one of a series of new reports that provides public opinion and election polling market statistics, including public opinion and election polling industry global market size, regional shares, competitors with a public opinion and election polling market share, detailed public opinion and election polling market segments, market trends and opportunities, and any further data you may need to thrive in the public opinion and election polling industry. This public opinion and election polling market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The public opinion and election polling market consists of revenue earned by entities that are engaged in systematical gathering, recording, tabulating, and presenting public opinion data. Public opinion and election polling services include election’s opinion polls and elections exit polls. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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