Television Analytics Market Report 2024

The television analytics market size has grown rapidly in recent years. It will grow from $3.11 billion in 2023 to $3.58 billion in 2024 at a compound annual growth rate (CAGR) of 15.2%. The growth observed in the historic period can be attributed to several factors, including the increasing emphasis on data-driven decision-making, growing focus on customer lifetime management, the prominence of cable TV, enhanced agility and return on investment (ROI), and the rising importance placed on content development.

The television analytics market size is expected to see rapid growth in the next few years. It will grow to $6.32 billion in 2028 at a compound annual growth rate (CAGR) of 15.3%. In the forecast period, growth can be attributed to increasing focus on real-time analytics, rising demand for cloud-based analytics solutions, expansion of social media platforms, increasing investment in social advertising, and the proliferation of streaming services. Major trends anticipated in this period include strategic partnerships and collaborations, technological advancements in television (TV) data analytics, the necessity for real-time decision support, growing demand for cross-platform analytics, and increased focus on 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 concentrating on developing advanced products, such as audience analytics tools, to deliver comprehensive insights into viewer behavior and preferences. These tools analyze viewer demographics, preferences, and behaviors to refine programming and advertising strategies. Ormax Media Pvt. Ltd., for instance, launched Ormax Televate in October 2021, tailored for TV channels aiming to enhance viewership growth through data-driven strategies in the Indian television industry. The tool provides syndicated data benchmarks and strategic insights to help channels optimize their competitive positioning and audience engagement strategies.

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 2023. 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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