| A06071 | Pages: 309 | Mar 2020 | 5504 Views | ||
| Author(s) : Rachita Rake , Vineet Kumar | Tables: 144 | Charts: 68 |
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Request Now !The global TV analytics market size was valued at $1,851.00 million in 2018, and is projected to reach $ 6,810.15 million by 2026, registering a CAGR of 17.8% from 2019 to 2026. TV analytics offers a single platform which ties viewer with network behavior, in real-time and over time, through collecting data from different sources such as network applications, devices, and integrated third party CDNs. It helps the broadcasters to better understand their viewer and network so that they can boost return on the content and meet the customer needs and optimize TV delivery network. Growing need to manage this data and obtain meaningful insights regarding consumer behavior and advertisement preferences has led to the increasing adoption of analytics solutions. In addition to this, adoption of TV analytics software provides high accuracy for audience engagement; thus, allowing TV operators to understand effective levels and potential reach for individual advertisements.
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By solution type, the software segment garnered a major TV analytics market share in 2018 and is expected to remain dominant during the forecast period owing to rise in need to manage this data and obtain meaningful insights regarding consumer ad preferences. However, service segment is expected to witness highest CAGR in the upcoming years as managed services and professional services help enterprises to maintain successful audience relationships by continuously understanding their preferences and recommending the content of their choice.
TV Analytics Market
By Component Service segment would exhibit the highest CAGR of 19.1% during 2019-2026.
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By TV transmission type, the cable TV segment dominated the TV analytics market share in 2018 and is expected to remain dominant during the forecast period. However, the over-the-top (OTT) transmission type is expected to witness highest growth rate in the upcoming years owing to increasing demand for different genres and plays available on OTT platforms such as Amazon Prime, Netflix and others contributing toward market development.
TV Analytics Market
By Deployment Model Cloud segment would exhibit the highest CAGR of 20.1% during 2019-2026.
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North America dominated the global market in 2018 and is expected to remain dominant during the TV analytics market forecast period as the region is most advanced region in terms of technology adoption. Moreover, the region holds the dominant position in the market due to substantial investments in developing original content by streaming companies. Also, increasing requirement of original content has pushed telecom service providers to incorporate digital content in their service offerings which again boost the growth of the TV analytics market in this region. However, Asia-Pacific region is expected to grow at the highest CAGR during the forecast period owing to shifting focus toward the customer engagement is expected to increase the adoption of analytics solutions in the Asia-Pacific region.
TV Analytics Market
By Applications Content Development & Broadcasting segment is dominating the market and is expected to garner highest revenue during the forecast period with $2,489 million revenue in 2026.
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The report focuses on the TV analytics market growth prospects, restraints, and trends of the global market analysis. The study provides Porter’s five forces analysis to understand the impact of various factors such as bargaining power of suppliers, competitive intensity of competitors, threat of new entrants, threat of substitutes, and bargaining power of buyers on the global market.
TV Analytics Market
By Region 2026North America EuropeAsia-pacificLamea Asia-Pacific would exhibit the highest CAGR 23.0% during 2019-2026.
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Segment review
The global TV analytics market is segmented on the basis of components, deployment model, TV transmission type, application, and region. Based on components, the market is divided into software, and services. Based on deployment model, it is classified into on-premise and cloud. On the basis of TV transmission type, the market is bifurcated into Cable TV, Satellite TV/DTH, IPTV, and OTT. Based on application, the market is classified into content development & broadcasting, competitive intelligence, churn prevention and behavior, advertising campaign management, audience forecasting, and others. Based on region, the market is analyzed across North America, Europe, Asia-Pacific, and LAMEA.
The market is dominated by the global TV analytics market players such as IBM Corporation, Google LLC, DC Analytics, Adobe Systems Inc, Edgeware AB, Amobee, Realytics, Tvsquared, Parrot Analytics, and Clarivoy.
Top impacting factors
Current and future TV analytics market trends are outlined to determine the overall attractiveness of the market. Top impacting factors highlight the market opportunity worldwide during the forecast period. Factors such as increased use of analytics in TV industry, the growth of Android TV, rising trend of Subscription on Video Demand (SVoD) platforms, and increasing consumer demand for digital original series are expected to boost the market growth. However, lack of digital infrastructure in emerging economies and lack of skilled professionals is expected to impede the market growth during the forecast period. Furthermore, massive growth of content in OTT industry is expected to provide major growth opportunities for the TV analytics market in upcoming years.
Increasing use of analytics in TV industry
In the past few years, the adoption of data analytics tools by TV service providers is increased to streamline their content distribution chain. Currently, these tools are primarily deployed as a part of monetization strategies mainly to increase process efficiencies. For instance, these tools has been used to predict the preference of viewer segments for certain content and to implement personalization services, along with being deployed to guide targeted content promotions or the upselling of service packages. Increased interest among service providers to expand the benefits of TV viewership data, which is fueling the adoption of analytic tools in the TV industry for programmatic and addressable TV chains with smarter viewer segmentation.
Massive growth of content in OTT industry
As number of OTT service provider are expanding in the variety of contents as well as the availability of differentiated content is fueling the growth of the market. Consumers demand high quality content available through OTT services. Producing content for several channels and making it informative, meaningful, and relevant are becoming mandatory for OTT vendors. For brand marketers, content will be of utmost importance, and therefore, ensuring high quality of content is an absolute priority. The limitation in content availability is being handled by adding various popular titles to the content libraries of service providers. This increases user experience and satisfaction levels. Many viewers use over-the-top services several times a week, which creates an opportunity for service providers to analyze their viewing habits and supply them with appropriate content. As these services are providing personalized experience which is useful in engaging consumers, the market is expected to show a positive outlook during the forecast period.
Key Benefits for Stakeholders:
Key Market Segments
Key Market Players
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According to the CXOs of the leading companies, data has become an important component of the TV industry, as it becomes vital for operators to serve the right content to the target audience at the right time. Due to which, ad agencies, OTT platforms, and broadcasters are implementing data-oriented models to enhance targeting, which in turn fuels the growth of the TV analytics market. In addition to this, data capturing technology has opened new opportunities for the TV industry to incorporate viewer data, advertising, and audience measurement on every platform. To cope with broadcasting challenges, media and entertainment companies have created content strategies by understanding the consumption patterns of consumers. Hence, the adoption of TV analytics has increased among them as understanding the consumer participation through social media platforms, consumer reviews, and surveys help them in enhancing viewers’ decision in real-time.
Furthermore, global TV analytics market is fragmented due to the presence of a large number of solution providers such as IBM Corporation, Google, LLC., DC Analytics, Amobee, Inc., and others. The key players of the market are adopting several strategies such as partnership, product launch, collaboration and others to increase their presence and gain competitive share of the market. For instance, in May 2017, Kantar Millward Brown has partnered with Samba TV to introduce the industry’s most precise and largest single-source platform for measuring television advertising effectiveness. The partnership between Kantar Millward Brown and Samba TV data assets makes it possible to track exposure data at a TV set level and links it with claimed exposure at the individual level which creates a unique and rigorous standard for measurement of TV advertisement exposure.
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