Television Analytics Market Expansion: Projected to Hit $7.28Billion with 15.2% CAGR by 2029

 

At what pace is the television analytics market growing, and what is its estimated value?

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.

 

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What are the top drivers to the rising demand in the television analytics market?

The growing demand for cloud-based analytics is expected to propel the growth of the television analytics market going forward. Cloud-based analytics refers to the process of analyzing data using computing resources and tools hosted on remote servers accessed via the Internet. Cloud-based analytics is rising due to its scalability, cost-effectiveness, and ability to provide real-time insights from vast amounts of data accessible from anywhere. Television analytics is required for cloud-based analytics to leverage its scalable infrastructure for processing and analyzing large volumes of viewership and engagement data in real-time, enhancing decision-making, and optimizing content and advertising strategies. For instance, in December 2023, according to Eurostat, a Luxembourg-based intergovernmental organization, 45.2% of EU enterprises purchased cloud computing services, mostly to host their email systems, store electronic files, and accomplish other tasks. Purchases of cloud computing services by EU enterprises increased by 4.2% in 2023 compared to 2021. Therefore, the growing demand for cloud-based analytics is driving the growth of the television analytics market.

How is the television analytics market segmented?
The television analytics market covered in this report is segmented –

1) By Component: Software, Services
2) By Transmission Type: Cable Television (TV), Satellite Television (TV) And Direct-To-Home (DTH), Internet Protocol Television (IPTV), Over-The-Top (OTT)
3) By Deployment Mode: On-Premises, Cloud
4) By Application: Competitive Intelligence, Churn Prevention And Behavior Analysis, Customer Lifetime Management, Campaign Management, Content Development, Audience Forecasting, Other Applications

Subsegments:
1) By Software: Audience Analytics Software, Content Management Software, Advertising Analytics Software, Real-Time Analytics Software, Predictive Analytics Software
2) By Services: Consulting Services, Implementation and Integration Services, Support And Maintenance Services, Managed Services

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Who are the top competitors in the television analytics market?

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

What significant trends should we anticipate in the television analytics market over the forecast period?

Major companies operating in the television analytics market are focused on developing technologically advanced products, such as audio and video intelligence tools. Audio and video intelligence tools encompass technologies that analyze both audio and visual data to extract meaningful insights and enhance decision-making processes. For instance, in July 2023, TVEyes Inc., a US-based media monitoring software company, launched its newest broadcast audio and video solution, Ad Detection, aimed at enhancing television analytics. This new feature is designed to provide users with advanced capabilities to monitor and analyze advertising content across broadcast media. The Ad Detection solution allows users to track advertisements in real-time, enabling brands and advertisers to understand their media presence and effectiveness better.

Which regional trends are influencing the television analytics market, and which area dominates the industry?

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.

What Does The Television Analytics Market Report 2025 Offer?

The television analytics market research report from The Business Research Company offers global market size, growth rate, regional shares, competitor analysis, detailed segments, trends, and opportunities.

Television analytics refers to the collection, analysis, and interpretation of data related to television viewership and programming. It involves using tools and techniques to gather data from various sources, such as set-top boxes, smart TVs, and streaming services, to gain insights into audience behavior, program performance, and advertising effectiveness. Television analytics is used by broadcasters, advertisers, and content producers to make informed decisions, optimize programming, and maximize the impact of advertising campaigns.

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