The global TV analytics market size is projected to expand at a considerable CAGR during the forecast period, 2021–2028. The growth of the market is attributed to the growing demand for advanced analytical tools for digital performance.
Analytics TV, also known as TV tracking, refers to the process of assessing the performance of a TV ad on digital platforms. Using the technology, it can easily track numerous activities such as traffic of a website, frequency of mobile app download, and calls to service centers. In precise, analytics TV involves several processes of collecting, evaluating, and interpreting of data associated with the digital platforms for ensuring an effective communicating system of the services. It provides high accuracy in the examination of audience choice, which allows TV operators to understand effective engagement levels, audience satisfaction, and potential ability for individual advertisements. Moreover, the rising trend of subscription on Video Demand platforms has further pushed the performance of the TV programs and high access of Over the Top platforms increasing Amazon and Netflix are contributing toward market development.
Market Trends, Drivers, Restraints, and Opportunities
- Increasing shift in viewers’ preference for unique content and highly entertainment TV programs is a pivotal role in the market expansion.
- Constant pressure to improve programs by operators to offer the best content and draw attention of audience presents a key driver of the market.
- Rising need to reach the target audience and communicate efficiently while ensuring the better visibility has led to increasing demand for a high assuming of TV analytics in the advertising part.
- High cost of analytical solutions and requirement of constant upgrade of the solutions act as major hurdles of the market.
- Increasing investments in the expansion of original TV series and improving TV ad content are anticipated to offer lucrative opportunities of the market growth.
Scope of TV Analytics Market Report
The report on the global TV analytics market includes an assessment of the market, trends, segments, and regional markets. Overview and dynamics have also been included in the report.
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Attributes
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Details
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Report Title
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TV Analytics Market - Global Industry Analysis, Growth, Share, Size, Trends, and Forecast
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Base Year
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2020
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Historic Data
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2018–2019
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Forecast Period
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2021–2028
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Segmentation
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Deployments (Cloud-based and On-premise) and Applications (Content Management & Broadcasting, Competitor Analysis, Advertising, and Audience Characterization)
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Regional Scope
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Asia Pacific, North America, Latin America, Europe, and Middle East & Africa
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Report Coverage
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Company Share, Market Analysis and Size, Competitive Landscape, Growth Factors, and Trends, and Revenue Forecast
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Key Players Covered in the Report
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Adobe Systems Inc.; Conviva AB; Edgeware AB; Amobee Inc.; BrightLine Partners LLC; Blix; iSpot.tv Inc.; NicePeopleAtWork; Viaccess and Viaccess-Orca; Alphonso Inc.; Realytics; and Sorenson Media
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TV Analytics Market Segment Insights
Cloud-based segment is expected to grow at a rapid pace
Based on deployments, the global TV analytics market is bifurcated into cloud-based and on-premise. The cloud-based segment is expected to grow at a rapid pace during the forecast period owing to increasing number of cloud-based platforms due to safety and guaranteed storage of the insightful information and data. However, the cloud-based solutions needs constant upgrades and high maintenance charge. However, the on-premise segment is anticipated to hold a key share of the market in the coming years owing to increasing adoption of the deployment among operators to offer the good content & content creators and entertainment.
Advertising segment is projected to expand at a considerable CAGR
On the basis of applications, the market is segregated into advertising, competitor analysis, audience characterization, and content management & broadcasting. The advertising segment is projected to expand at a considerable CAGR during the forecast period owing to the increasing expansion of advertising campaigns to reach to the target efficiently. Through advertising, it can ensure a wide communication between the operators and audiences. On the other hand, the audience characterization segment is anticipated to account for a major market share during the forecast period due to increasing affluence of data concern to rise in the number of viewers.
North America is anticipated to constitute a key market share
In terms of regions, the global TV analytics market is classified as Asia Pacific, North America, Latin America, Europe, and Middle East & Africa. North America is expected to constitute a key share of the market during the projected period owing to rising investments in evolution individualist content by the major companies of the region. However, the market of Europe is anticipated to expand at a rapid pace during the forecast period owing to rising adoption of advanced technology for computing platforms for ensuring mass listeners to individual viewership.
Segments
The global TV analytics market has been segmented on the basis of
Deployments
Applications
- Content Management & Broadcasting
- Competitor Analysis
- Advertising
- Audience Characterization
Regions
- Asia Pacific
- North America
- Latin America
- Europe
- Middle East & Africa
Key Players
- Adobe Systems Inc.
- Conviva AB
- Edgeware AB
- Amobee Inc.
- BrightLine Partners LLC
- Blix
- iSpot.tv Inc.
- NicePeopleAtWork
- Viaccess and Viaccess-Orca
- Alphonso Inc.
- Realytics
- Sorenson Media
Competitive Landscape
Key players competing in the global TV analytics market are Adobe Systems Inc.; Conviva AB; Edgeware AB; Amobee Inc.; BrightLine Partners LLC; Blix; iSpot.tv Inc.; NicePeopleAtWork; Viaccess and Viaccess-Orca; Alphonso Inc.; Realytics; and Sorenson Media. TV broadcasters and companies are funding in new advertising technologies and data platforms to manage complex portfolios of digital products and channels.
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