세계의 텔레비전 분석 시장 : TV 트랜스미션 유형, 컴포넌트, 용도, 배치별 예측(2025-2030년)

The Television Analytics Market was valued at USD 2.23 billion in 2023, expected to reach USD 2.60 billion in 2024, and is projected to grow at a CAGR of 16.90%, to USD 6.68 billion by 2030.

Television analytics encompasses the collection, measurement, and analysis of viewer data to improve content engagement, advertising effectiveness, and strategic programming decisions. As a market research analyst at 360iResearch, it's crucial to define the necessity and application of these analytics tools which empower broadcasters, advertisers, and content producers to refine their offerings based on real-time insights. These tools track viewer demographics, preferences, and viewing habits, enabling targeted advertising and personalized content delivery that enhance viewer experience and maximize ROI. End-users include television networks, streaming platforms, advertisers, and media agencies focusing on optimizing their strategies through data-driven insights.

Key growth influencers in the television analytics market include the rising adoption of OTT platforms, increasing demand for personalized content, and advanced technologies like AI and ML that drive sophisticated analytics capabilities. The need for detailed audience segmentation and programmatic advertising further propels the market's expansion. However, challenges such as data privacy concerns, high implementation costs, and technological complexities could hinder growth. Despite these challenges, potential opportunities lie in leveraging big data and integrating analytics with emerging technologies such as blockchain for secure, transparent data handling.

The market presents a fertile ground for innovation, particularly in areas such as predictive analytics, real-time analytics, and cross-platform measurements, which can significantly enhance audience engagement strategies. Companies should focus on developing user-friendly, scalable analytics solutions that cater to a diverse range of clients while maintaining compliance with data protection regulations. In terms of market nature, it is dynamic and highly competitive, driven by rapid technological advancements and evolving consumer viewing habits. To capitalize on potential opportunities, businesses should invest in R&D for developing advanced analytics frameworks, partner with technology firms for integrated solutions, and keep abreast of regulatory changes to ensure compliance and competitive advantage. Adopting a proactive approach to innovation in analytics could unlock new revenue streams and maintain market relevance.

Market Dynamics: Unveiling Key Market Insights in the Rapidly Evolving Television Analytics Market

The Television Analytics Market is undergoing transformative changes driven by a dynamic interplay of supply and demand factors. Understanding these evolving market dynamics prepares business organizations to make informed investment decisions, refine strategic decisions, and seize new opportunities. By gaining a comprehensive view of these trends, business organizations can mitigate various risks across political, geographic, technical, social, and economic domains while also gaining a clearer understanding of consumer behavior and its impact on manufacturing costs and purchasing trends.

• Market Drivers
  • Growing demand for advanced analytics solutions to analyze customer behavior and preferences
  • Prevalence of data-driven marketing strategies among television broadcasters, advertisers, and content owners
  • Increasing trend of documentaries and short films
• Market Restraints
  • High cost associated with implementing advanced analytics solutions in the television
• Market Opportunities
  • Integration of advanced algorithms in television analytics solutions
  • Investments in big data technologies such as AI and machine learning
• Market Challenges
  • Data privacy and security concerns associated with television analytics

Porter's Five Forces: A Strategic Tool for Navigating the Television Analytics Market

Porter's five forces framework is a critical tool for understanding the competitive landscape of the Television Analytics Market. It offers business organizations with a clear methodology for evaluating their competitive positioning and exploring strategic opportunities. This framework helps businesses assess the power dynamics within the market and determine the profitability of new ventures. With these insights, business organizations can leverage their strengths, address weaknesses, and avoid potential challenges, ensuring a more resilient market positioning.

PESTLE Analysis: Navigating External Influences in the Television Analytics Market

External macro-environmental factors play a pivotal role in shaping the performance dynamics of the Television Analytics Market. Political, Economic, Social, Technological, Legal, and Environmental factors analysis provides the necessary information to navigate these influences. By examining PESTLE factors, businesses can better understand potential risks and opportunities. This analysis enables business organizations to anticipate changes in regulations, consumer preferences, and economic trends, ensuring they are prepared to make proactive, forward-thinking decisions.

Market Share Analysis: Understanding the Competitive Landscape in the Television Analytics Market

A detailed market share analysis in the Television Analytics Market provides a comprehensive assessment of vendors' performance. Companies can identify their competitive positioning by comparing key metrics, including revenue, customer base, and growth rates. This analysis highlights market concentration, fragmentation, and trends in consolidation, offering vendors the insights required to make strategic decisions that enhance their position in an increasingly competitive landscape.

FPNV Positioning Matrix: Evaluating Vendors' Performance in the Television Analytics Market

The Forefront, Pathfinder, Niche, Vital (FPNV) Positioning Matrix is a critical tool for evaluating vendors within the Television Analytics Market. This matrix enables business organizations to make well-informed decisions that align with their goals by assessing vendors based on their business strategy and product satisfaction. The four quadrants provide a clear and precise segmentation of vendors, helping users identify the right partners and solutions that best fit their strategic objectives.

Strategy Analysis & Recommendation: Charting a Path to Success in the Television Analytics Market

A strategic analysis of the Television Analytics Market is essential for businesses looking to strengthen their global market presence. By reviewing key resources, capabilities, and performance indicators, business organizations can identify growth opportunities and work toward improvement. This approach helps businesses navigate challenges in the competitive landscape and ensures they are well-positioned to capitalize on newer opportunities and drive long-term success.

Key Company Profiles

The report delves into recent significant developments in the Television Analytics Market, highlighting leading vendors and their innovative profiles. These include Alphonso Inc., AT Internet, Clarivoy, Comscore, Inc., datafuelX Inc., Edgeware AB, Gramener Technology Solutions Private Limited, Innovid, LLC, Kantar Group, Kochava, Mapp Digital US, LLC, Parrot Analytics Limited, Quality Analytics US LLC, Realytics SAS, Samba TV, Inc., Tatvic Analytics Private Limited, Television Content Analytics, The dtx company, The Nielsen Company (US), LLC, TVision Insights, Inc., Vantiva SA, Veeva Systems, and Viaccess-Orca.

Market Segmentation & Coverage

This research report categorizes the Television Analytics Market to forecast the revenues and analyze trends in each of the following sub-markets:

• Based on TV Transmission Type, market is studied across Cable TV, Internet Protocol Television, Over-The-Top (OTT), and Satellite TV.
• Based on Components, market is studied across Services and Software. The Services is further studied across Managed and Professional.
• Based on Application, market is studied across Audience Forecasting, Campaign Management, Competitive Intelligence, Content Development, and Customer Lifetime Management.
• Based on Deployment, market is studied across On-Cloud and On-Premise.
• Based on Region, market is studied across Americas, Asia-Pacific, and Europe, Middle East & Africa. The Americas is further studied across Argentina, Brazil, Canada, Mexico, and United States. The United States is further studied across California, Florida, Illinois, New York, Ohio, Pennsylvania, and Texas. The Asia-Pacific is further studied across Australia, China, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam. The Europe, Middle East & Africa is further studied across Denmark, Egypt, Finland, France, Germany, Israel, Italy, Netherlands, Nigeria, Norway, Poland, Qatar, Russia, Saudi Arabia, South Africa, Spain, Sweden, Switzerland, Turkey, United Arab Emirates, and United Kingdom.

The report offers a comprehensive analysis of the market, covering key focus areas:

1. Market Penetration: A detailed review of the current market environment, including extensive data from top industry players, evaluating their market reach and overall influence.

2. Market Development: Identifies growth opportunities in emerging markets and assesses expansion potential in established sectors, providing a strategic roadmap for future growth.

3. Market Diversification: Analyzes recent product launches, untapped geographic regions, major industry advancements, and strategic investments reshaping the market.

4. Competitive Assessment & Intelligence: Provides a thorough analysis of the competitive landscape, examining market share, business strategies, product portfolios, certifications, regulatory approvals, patent trends, and technological advancements of key players.

5. Product Development & Innovation: Highlights cutting-edge technologies, R&D activities, and product innovations expected to drive future market growth.

The report also answers critical questions to aid stakeholders in making informed decisions:

1. What is the current market size, and what is the forecasted growth?

2. Which products, segments, and regions offer the best investment opportunities?

3. What are the key technology trends and regulatory influences shaping the market?

4. How do leading vendors rank in terms of market share and competitive positioning?

5. What revenue sources and strategic opportunities drive vendors' market entry or exit strategies?

Table of Contents

1. Preface

• 1.1. Objectives of the Study
• 1.2. Market Segmentation & Coverage
• 1.3. Years Considered for the Study
• 1.4. Currency & Pricing
• 1.5. Language
• 1.6. Stakeholders

2. Research Methodology

• 2.1. Define: Research Objective
• 2.2. Determine: Research Design
• 2.3. Prepare: Research Instrument
• 2.4. Collect: Data Source
• 2.5. Analyze: Data Interpretation
• 2.6. Formulate: Data Verification
• 2.7. Publish: Research Report
• 2.8. Repeat: Report Update

3. Executive Summary

4. Market Overview

5. Market Insights

• 5.1. Market Dynamics
  • 5.1.1. Drivers
    • 5.1.1.1. Growing demand for advanced analytics solutions to analyze customer behavior and preferences
    • 5.1.1.2. Prevalence of data-driven marketing strategies among television broadcasters, advertisers, and content owners
    • 5.1.1.3. Increasing trend of documentaries and short films
  • 5.1.2. Restraints
    • 5.1.2.1. High cost associated with implementing advanced analytics solutions in the television
  • 5.1.3. Opportunities
    • 5.1.3.1. Integration of advanced algorithms in television analytics solutions
    • 5.1.3.2. Investments in big data technologies such as AI and machine learning
  • 5.1.4. Challenges
    • 5.1.4.1. Data privacy and security concerns associated with television analytics
• 5.2. Market Segmentation Analysis
• 5.3. Porter's Five Forces Analysis
  • 5.3.1. Threat of New Entrants
  • 5.3.2. Threat of Substitutes
  • 5.3.3. Bargaining Power of Customers
  • 5.3.4. Bargaining Power of Suppliers
  • 5.3.5. Industry Rivalry
• 5.4. PESTLE Analysis
  • 5.4.1. Political
  • 5.4.2. Economic
  • 5.4.3. Social
  • 5.4.4. Technological
  • 5.4.5. Legal
  • 5.4.6. Environmental

6. Television Analytics Market, by TV Transmission Type

• 6.1. Introduction
• 6.2. Cable TV
• 6.3. Internet Protocol Television
• 6.4. Over-The-Top (OTT)
• 6.5. Satellite TV

7. Television Analytics Market, by Components

• 7.1. Introduction
• 7.2. Services
  • 7.2.1. Managed
  • 7.2.2. Professional
• 7.3. Software

8. Television Analytics Market, by Application

• 8.1. Introduction
• 8.2. Audience Forecasting
• 8.3. Campaign Management
• 8.4. Competitive Intelligence
• 8.5. Content Development
• 8.6. Customer Lifetime Management

9. Television Analytics Market, by Deployment

• 9.1. Introduction
• 9.2. On-Cloud
• 9.3. On-Premise

10. Americas Television Analytics Market

• 10.1. Introduction
• 10.2. Argentina
• 10.3. Brazil
• 10.4. Canada
• 10.5. Mexico
• 10.6. United States

11. Asia-Pacific Television Analytics Market

• 11.1. Introduction
• 11.2. Australia
• 11.3. China
• 11.4. India
• 11.5. Indonesia
• 11.6. Japan
• 11.7. Malaysia
• 11.8. Philippines
• 11.9. Singapore
• 11.10. South Korea
• 11.11. Taiwan
• 11.12. Thailand
• 11.13. Vietnam

12. Europe, Middle East & Africa Television Analytics Market

• 12.1. Introduction
• 12.2. Denmark
• 12.3. Egypt
• 12.4. Finland
• 12.5. France
• 12.6. Germany
• 12.7. Israel
• 12.8. Italy
• 12.9. Netherlands
• 12.10. Nigeria
• 12.11. Norway
• 12.12. Poland
• 12.13. Qatar
• 12.14. Russia
• 12.15. Saudi Arabia
• 12.16. South Africa
• 12.17. Spain
• 12.18. Sweden
• 12.19. Switzerland
• 12.20. Turkey
• 12.21. United Arab Emirates
• 12.22. United Kingdom

13. Competitive Landscape

• 13.1. Market Share Analysis, 2023
• 13.2. FPNV Positioning Matrix, 2023
• 13.3. Competitive Scenario Analysis
• 13.4. Strategy Analysis & Recommendation

Companies Mentioned

• 1. Alphonso Inc.
• 2. AT Internet
• 3. Clarivoy
• 4. Comscore, Inc.
• 5. datafuelX Inc.
• 6. Edgeware AB
• 7. Gramener Technology Solutions Private Limited
• 8. Innovid, LLC
• 9. Kantar Group
• 10. Kochava
• 11. Mapp Digital US, LLC
• 12. Parrot Analytics Limited
• 13. Quality Analytics US LLC
• 14. Realytics SAS
• 15. Samba TV, Inc.
• 16. Tatvic Analytics Private Limited
• 17. Television Content Analytics
• 18. The dtx company
• 19. The Nielsen Company (US), LLC
• 20. TVision Insights, Inc.
• 21. Vantiva SA
• 22. Veeva Systems
• 23. Viaccess-Orca