Television Analytics Market Report 2025

This Television Analytics market report provides a comprehensive analysis of the market’s characteristics, size, and growth, including segmentation, regional and country-level breakdowns, competitive landscape, market shares, trends, and strategies. It also tracks historical and forecasted market growth across various geographies.

The television analytics market size has grown rapidly in recent years. It will grow from $3.58 billion in 2024 to $4.14 billion in 2025 at a compound annual growth rate (CAGR) of 15.5%. The growth in the historic period can be attributed to the increasing importance of data-driven decision-making, increasing focus on customer lifetime management, prominence of cable TV, improved agility and ROI, and the increasing importance of content development.

The television analytics market size is expected to see rapid growth in the next few years. It will grow to $7.28 billion in 2029 at a compound annual growth rate (CAGR) of 15.2%. The growth in the forecast period can be attributed to increasing focus on real-time analytics, growing demand for cloud-based analytics, growth of social media, increasing social advertising, and the rise of streaming services. Major trends in the forecast period include strategic partnership and collaboration, technological advancements in television (TV) data analytics, need for real-time decision support, demand for cross-platform medium, demand for churn prevention and behavior analysis.

The television analytics market is poised for growth driven by increasing demand for cloud-based analytics. Cloud-based analytics involves analyzing data using computing resources hosted on remote servers accessed via the Internet. This approach is gaining traction due to its scalability, cost-effectiveness, and capability to derive real-time insights from large datasets accessible from anywhere. Television analytics relies on cloud-based infrastructure to process and analyze vast volumes of viewership and engagement data in real-time. This capability enhances decision-making and optimizes content and advertising strategies. For example, Eurostat reported a 4.2% increase in EU enterprises purchasing cloud computing services in 2023, primarily for email hosting, file storage, and operational tasks, underscoring the growing adoption of cloud-based analytics.

Key players in the television analytics market are focusing on developing cutting-edge products, such as audio and video intelligence tools. These tools use advanced technologies to analyze both audio and visual data, extracting valuable insights to improve decision-making processes. For example, in July 2023, TVEyes Inc., a US-based media monitoring software company, introduced its latest broadcast audio and video solution, Ad Detection, to enhance television analytics. This new feature is designed to provide users with advanced capabilities for monitoring and analyzing advertising content across broadcast media. The Ad Detection solution enables users to track advertisements in real time, helping brands and advertisers gain a better understanding of their media presence and effectiveness.

In September 2023, iSpot.tv Inc., a US-based leader in real-time advertising intelligence, acquired 605, a prominent TV analytics firm. This acquisition enhances iSpot.tv's data capabilities and market reach, enabling comprehensive cross-platform analytics for precise advertising measurement and audience targeting across television campaigns. 605 specializes in TV measurement and attribution, augmenting iSpot.tv's ability to deliver robust analytics solutions in the competitive television analytics landscape.

Major companies operating in the television analytics market are International Business Machines Corporation, Adobe Inc., TransUnion LLC., Nielsen Company (Holdings) Pty Limited, Sorenson Communications LLC, Comscore Inc., Nexxen International Ltd., Innovid Corp., Ispot.TV Inc., Viaccess-Orca, Conviva Inc., Fourthwall Media Inc., Edgeware AB, Parrot Analytics Ltd., Realytics, Sambatv, Alphonso Inc., Kinetiq TV, DC Analytics, AnalyticOwl, Clarivoy Inc., tvbeat inc., H-Tech, Admo.TV.

North America was the largest region in the television analytics market in 2024. Europe is expected to be the fastest-growing region in the forecast period. The regions covered in the television analytics market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the television analytics market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Television analytics involves the collection, analysis, and interpretation of data related to television viewership and programming. It utilizes tools and techniques to gather data from sources such as set-top boxes, smart TVs, and streaming services, aiming to gain insights into audience behavior, program performance, and advertising effectiveness. Broadcasters, advertisers, and content producers leverage television analytics to make informed decisions, optimize programming, and enhance the impact of advertising campaigns.

The key components of television analytics include software and services. Television analytics software comprises various tools and platforms that enable broadcasters, advertisers, and content creators to analyze and interpret viewer data. It supports different transmission types such as cable TV, satellite TV, direct-to-home (DTH), internet protocol television (IPTV), and over-the-top (OTT), available for deployment both on-premise and in the cloud. Applications include competitive intelligence, churn prevention, behavior analysis, customer lifetime management, campaign management, content development, audience forecasting, among others.

The television analytics market research report is one of a series of new reports that provides television analytics market statistics, including television analytics industry global market size, regional shares, competitors with a television analytics market share, detailed television analytics market segments, market trends and opportunities, and any further data you may need to thrive in the television analytics industry. This television analytics 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 television analytics market consists of revenues earned by entities by providing services such as brand effectiveness, customized pricing, media planning and buying, support and maintenance. The market value includes the value of related goods sold by the service provider or included within the service offering. The television analytics market also includes sales of audience measurement tools, cross-platform analytics solutions, competitive analysis tools and related products. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

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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