TV 애널리틱스 시장 규모, 점유율, 동향 분석 보고서 : 구성요소별, 전송별, 용도별, 지역별, 부문별 예측(2025-2030년)

TV Analytics Market Growth & Trends:

The global TV analytics market size is expected to reach USD 10.86 billion by 2030, according to a new report by Grand View Research, Inc., registering a CAGR of 19.5% over the forecast period. The growing need for deploying analytical tools across multiple streaming platforms has played a vital role in data management. These analytical tools help in determining the advertisement budget and ensure optimal use of TV campaigns. With companies now investing in the development of technological platforms to understand viewership preferences, the television market is expected to witness significant growth over the forecast period.

The media and television industry has undergone major changes in terms of viewership and technology, and so companies such as Netflix, Comcast Corporation, and Sky Telstra have adopted TV analytics to enhance operational metrics. Despite the adoption of television analytics among streaming players, traditional TV networks are lagging in its adoption. Due to a lack of awareness among conventional TV networks, demand for TV analytics is expected to surge in the coming years. The transition toward Over the Top (OTT) and IP-based content delivery has led to generation of a significant amount of data, which in turn, has created an upsurge in the adoption of these solutions.

Asia Pacific is expected to be the fastest-growing regional market and is expected to witness significant traction on a global scale in the near future. Growth can be attributed to high presence of technological platforms, increasing demand for quality content, awareness through advertisements, and demand for analytics software in the television industry. High penetration of smartphone users and demand for high-speed internet has resulted in a niche market for OTT platforms. Changes in patterns of consumption and consumer behavior analysis are some of the trends witnessed across the market.

TV Analytics Market Report Highlights:

• The software segment is expected to experience the fastest CAGR of 21.7% from 2025 to 2030
• The OTT segment held the largest revenue share of the TV analytics market in 2024. This is attributed to the increasing viewership of OTT platforms and highly personalized content delivered in multiple languages, various genres, and several regions
• The IPTV (Internet Protocol Television) segment is expected to experience a significant CAGR during the forecast periody
• North America dominated the global industry with a revenue share of 30.0% in 2024. The presence of large media houses and OTT platform companies in the regione

Table of Contents

Chapter 1. Methodology and Scope

• 1.1. Market Segmentation and Scope
• 1.2. Research Methodology
  • 1.2.1. Information Procurement
• 1.3. Information or Data Analysis
• 1.4. Methodology
• 1.5. Research Scope and Assumptions
• 1.6. Market Formulation & Validation
• 1.7. Country Based Segment Share Calculation
• 1.8. List of Data Sources

Chapter 2. Executive Summary

• 2.1. Market Outlook
• 2.2. Segment Outlook
• 2.3. Competitive Insights

Chapter 3. TV Analytics Variables, Trends, & Scope

• 3.1. Market Lineage Outlook
• 3.2. Market Dynamics
  • 3.2.1. Market Drivers Analysis
  • 3.2.2. Market Restraints Analysis
  • 3.2.3. Industry Challenge
• 3.3. TV Analytics Analysis Tools
  • 3.3.1. Industry Analysis - Porter's
    • 3.3.1.1. Bargaining power of the suppliers
    • 3.3.1.2. Bargaining power of the buyers
    • 3.3.1.3. Threats of substitution
    • 3.3.1.4. Threats from new entrants
    • 3.3.1.5. Competitive rivalry
  • 3.3.2. PESTEL Analysis

Chapter 4. TV Analytics Market: Component Estimates & Trend Analysis

• 4.1. Segment Dashboard
• 4.2. TV Analytics Market: Component Movement Analysis, USD Million, 2024 & 2030
• 4.3. Software
  • 4.3.1. Software Market Revenue Estimates and Forecasts, 2018 - 2030 (USD Million)
• 4.4. Services
  • 4.4.1. Services Market Revenue Estimates and Forecasts, 2018 - 2030 (USD Million)

Chapter 5. TV Analytics Market: Transmission Estimates & Trend Analysis

• 5.1. Segment Dashboard
• 5.2. TV Analytics Market: Transmission Movement Analysis, USD Million, 2024 & 2030
• 5.3. OTT
  • 5.3.1. OTT Market Revenue Estimates and Forecasts, 2018 - 2030 (USD Million)
• 5.4. Satellite TV/DTH
  • 5.4.1. Satellite TV/DTH Market Revenue Estimates and Forecasts, 2018 - 2030 (USD Million)
• 5.5. Cable TV
  • 5.5.1. Cable TV Market Revenue Estimates and Forecasts, 2018 - 2030 (USD Million)
• 5.6. IPTV
  • 5.6.1. IPTV Market Revenue Estimates and Forecasts, 2018 - 2030 (USD Million)

Chapter 6. TV Analytics Market: Application Estimates & Trend Analysis

• 6.1. Segment Dashboard
• 6.2. TV Analytics Market: Application Movement Analysis, USD Million, 2024 & 2030
• 6.3. Competitive Intelligence
  • 6.3.1. Competitive Intelligence Market Revenue Estimates and Forecasts, 2018 - 2030 (USD Million)
• 6.4. Audience Management & Forecasting
  • 6.4.1. Audience Management & Forecasting Market Revenue Estimates and Forecasts, 2018 - 2030 (USD Million)
• 6.5. Churn Prevention & Behavior Analysis
  • 6.5.1. Churn Prevention & Behavior Analysis Market Revenue Estimates and Forecasts, 2018 - 2030 (USD Million)
• 6.6. Customer Lifetime Management
  • 6.6.1. Customer Lifetime Management Market Revenue Estimates and Forecasts, 2018 - 2030 (USD Million)
• 6.7. Sponsorship Management
  • 6.7.1. Sponsorship Management Market Revenue Estimates and Forecasts, 2018 - 2030 (USD Million)
• 6.8. Campaign Performance Monitoring
  • 6.8.1. Campaign Performance Monitoring Market Revenue Estimates and Forecasts, 2018 - 2030 (USD Million)
• 6.9. Others
  • 6.9.1. Other Applications Market Revenue Estimates and Forecasts, 2018 - 2030 (USD Million)

Chapter 7. TV Analytics Market Region Estimates & Trend Analysis

• 7.1. TV Analytics Market Share, By Region, 2024 & 2030, USD Million
• 7.2. North America
  • 7.2.1. North America TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
  • 7.2.2. U.S.
    • 7.2.2.1. U.S. TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
  • 7.2.3. Canada
    • 7.2.3.1. Canada TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
  • 7.2.4. Mexico
    • 7.2.4.1. Mexico TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
• 7.3. Europe
  • 7.3.1. Europe TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
  • 7.3.2. UK
    • 7.3.2.1. UK TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
  • 7.3.3. Germany
    • 7.3.3.1. Germany TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
  • 7.3.4. France
    • 7.3.4.1. France TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
• 7.4. Asia Pacific
  • 7.4.1. Asia Pacific TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
  • 7.4.2. China
    • 7.4.2.1. China TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
  • 7.4.3. India
    • 7.4.3.1. India TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
  • 7.4.4. Japan
    • 7.4.4.1. Japan TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
  • 7.4.5. South Korea
    • 7.4.5.1. South Korea TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
  • 7.4.6. Australia
    • 7.4.6.1. Australia TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
• 7.5. Latin America
  • 7.5.1. Latin America TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
  • 7.5.2. Brazil
    • 7.5.2.1. Brazil TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
• 7.6. MEA
  • 7.6.1. MEA TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
  • 7.6.2. UAE
    • 7.6.2.1. UAE TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
  • 7.6.3. KSA
    • 7.6.3.1. KSA TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)
  • 7.6.4. South Africa
    • 7.6.4.1. South Africa TV Analytics Market Estimates and Forecasts, 2018 - 2030 (USD Million)

Chapter 8. Competitive Landscape

• 8.1. Company Categorization
• 8.2. Company Market Positioning
• 8.3. Company Heat Map Analysis
• 8.4. Company Profiles/Listing
  • 8.4.1. The Nielsen Company (US), LLC.
    • 8.4.1.1. Participant's Overview
    • 8.4.1.2. Financial Performance
    • 8.4.1.3. Application Benchmarking
    • 8.4.1.4. Strategic Initiative
  • 8.4.2. iSpot.tv, Inc.
    • 8.4.2.1. Participant's Overview
    • 8.4.2.2. Financial Performance
    • 8.4.2.3. Application Benchmarking
    • 8.4.2.4. Strategic Initiative
  • 8.4.3. Samba TV, Inc.
    • 8.4.3.1. Participant's Overview
    • 8.4.3.2. Financial Performance
    • 8.4.3.3. Application Benchmarking
    • 8.4.3.4. Strategic Initiative
  • 8.4.4. Innovid
    • 8.4.4.1. Participant's Overview
    • 8.4.4.2. Financial Performance
    • 8.4.4.3. Application Benchmarking
    • 8.4.4.4. Strategic Initiative
  • 8.4.5. Parrot Analytics Limited
    • 8.4.5.1. Participant's Overview
    • 8.4.5.2. Financial Performance
    • 8.4.5.3. Application Benchmarking
    • 8.4.5.4. Strategic Initiative
  • 8.4.6. Clarivoy
    • 8.4.6.1. Participant's Overview
    • 8.4.6.2. Financial Performance
    • 8.4.6.3. Application Benchmarking
    • 8.4.6.4. Strategic Initiative
  • 8.4.7. Conviva
    • 8.4.7.1. Participant's Overview
    • 8.4.7.2. Financial Performance
    • 8.4.7.3. Application Benchmarking
    • 8.4.7.4. Strategic Initiative
  • 8.4.8. Google LLC
    • 8.4.8.1. Participant's Overview
    • 8.4.8.2. Financial Performance
    • 8.4.8.3. Application Benchmarking
    • 8.4.8.4. Strategic Initiative
  • 8.4.9. Alphonso Inc.
    • 8.4.9.1. Participant's Overview
    • 8.4.9.2. Financial Performance
    • 8.4.9.3. Application Benchmarking
    • 8.4.9.4. Strategic Initiative
  • 8.4.10. Amobee, Inc.
    • 8.4.10.1. Participant's Overview
    • 8.4.10.2. Financial Performance
    • 8.4.10.3. Application Benchmarking
    • 8.4.10.4. Strategic Initiative