세계의 소셜미디어 애널리틱스 시장 : 컴포넌트별, 애널리틱스 유형별, 애플리케이션별, 최종사용자 산업별, 지역별, 기회, 예측(2018-2032년)

Global social media analytics market is projected to witness a CAGR of 16.14% during the forecast period 2025-2032, growing from USD 7.17 billion in 2024 to USD 23.73 billion in 2032. Global social media analytics market is experiencing robust growth, driven by the increasing demand for real-time insights into consumer behavior, brand performance, and campaign effectiveness. With the integration of AI and machine learning, businesses are leveraging analytics platforms to enhance engagement strategies and stay competitive in the evolving digital landscape.

Social media analytics tools enable organizations to monitor brand perception, track campaign performance, understand audience sentiments, and identify market trends in real-time, making them essential for modern marketing strategies. In addition, the integration of advanced technologies such as artificial intelligence (AI), natural language processing (NLP), and machine learning has transformed the analytics landscape, capable of detecting future-stating modeling, automated reporting, and real-time crisis management. For example, platforms such as AI Sentinel of Dijimind and analytics of Hootsuite have revolutionized how business responds to public sentiment and optimizes digital outreach.

Additionally, the increasing focus on impressive marketing, customer experience, and competitive benchmarking has further enhanced the demand for comprehensive analytics platforms. From retail and FMCG to BFSI and Healthcare, companies are leveraging of social media analytics to stay ahead in the digital race. Along with developing algorithms and understanding consumer behavior, intelligent analytics are better deployed to run business engagement equipped with solutions, promote brand loyalty, and get an average return on investment.

Growing Demand for Real-Time Insights to Optimize Marketing Strategies Drives the Market

The increasing need for real-time data analysis to drive marketing processes automatically is one of the most powerful drivers of the worldwide social media analytics market. These firms are operating in a world where customers' behavior shifts at light speed, and thus it becomes of the utmost necessity to buy, analyze, and react to data in real time. Social media generates massive volumes of unstructured data, including likes and shares, comments, and sentiment that, if analyzed, provide actionable insights into customer affinities, brand health, and competitive dynamics insights. Companies are increasingly adopting machine learning and AI-driven advanced analytics to monitor campaigns, monitor returns, and fine-tune messaging in real time. Such technologies enable companies to drive the highest ROI, target optimally, and drive the highest overall marketing performance. Social real-time analytics also helps brands to cope with possible PR risk in advance and emerging upcoming trends for brand recall.

For instance, in April 2024, Hootsuite Inc. revealed an agreement to acquire Talkwalker, an AI-powered social listening platform, to construct a next-generation social media performance engine. Strategic integration couples analytics and actionable insights with the ability of companies to take customer engagement to the next level with AI-powered strategies. With real-time data-driven decision-making becoming a growing need, these technologies will further fuel the adoption of social media analytics solutions across sectors.

Integration of AI and Predictive Analytics Propels the Global Social Media Analytics Market

The intersection of artificial intelligence (AI), natural language processing (NLP), and predictive analytics towards social media analytics solutions is a driver for growth. They allow more insight into consumers' attitudes, buying habits, and market trends beyond mere metrics. With the help of AI-driven solutions, organizations can no longer just know what is occurring but also know what is to occur next, driving reactive endeavors into proactive ones. Artificial intelligence-powered solutions assist in sorting through enormous amounts of information, spotting embryonic trends, and decoding initial signs of customer dissatisfaction or competitive realigning. Forecasted results from social listening and audience analytics are increasingly incorporated as integral components of product design, crisis management, and influence partnerships.

For instance, in April 2024, Digimind SA, and Onclusive Inc. company launched its 10.0 series with some new advanced AI capabilities such as AI Sense and AI Sentinel. These capabilities are utilized by marketing and PR teams to identify early warnings of impending crises, forecast brand trends, and act promptly. This move recognizes how AI implementation is making social media analytics wiser, more predictive analytics that forecast rather than merely describe action. Because ever more companies are seeking competitive advantage through more perceptive, speedier decisions, the integration of predictive analytics and AI with social media analytics will continue to propel the market.

Software Segment Dominated the Global Social Media Analytics Market

The software segment holds the larger share in the social media analytics market globally and is expected to be at the forefront throughout the forecast period. It is driven mostly by growing needs for real-time data as well as the growing adoption of high-frequency analytics platforms by various sectors. Social media analytics tools allow companies to reap, monitor, and process vast amounts of user-generated content to obtain valuable information about customer behavior, marketing effectiveness, and competitor positioning. Companies are increasingly leveraging these tools to guide business decisions, drive engagement with audiences, and power their brand strategy. The growth in the market is also driven by the addition of artificial intelligence (AI), machine learning (ML), and natural language processing (NLP) that enables platforms to provide sentiment analysis, predictive analytics, and automated reporting capability.

For instance, in July 2023, Sprout Social, Inc. released "Advanced Listening," a feature powered by artificial intelligence that significantly improves its social listening feature. The app provides more comprehensive comprehension of audience activities, industry news, and competitor activity to help brands easily create their content plans and engage with target audiences. As technology is developing all the time and online activity receives more attention, the software component is expected to continue being the backbone of the social media analytics sphere.

North America Leads the Global Social Media Analytics Market

North America is presently the leader in social media analytics globally, fueled by its robust digital infrastructure, extensive internet penetration, and early development of advanced marketing technology. The region is home to leading social media platforms Facebook, Instagram, X (formerly Twitter), LinkedIn, and YouTube, with a combined massive amount of real-time user data. It provides North America as a natural place for building and monetizing next-generation analytics solutions. Companies across sectors, from retail and finance to health and media, are pinning their hopes on AI and machine learning-based analytical technologies to enhance audience behavior insights, marketing performance, and brand interaction.

Furthermore, the application of these networks for predictive analytics, sentiment tracking, and social monitoring by business websites is increasing at a rapid rate throughout the United States and Canada. For instance, in August 2024, social media platform X launched a new Audience Insights tab for X Premium users that included additional analytics like demographic information (geographic area, gender, age) and busiest times. This aspect allows people to schedule their posting schedules according to insights they obtain from data. With ongoing innovation and enormous investment in new media, North America will lead the global social media analytics market share.

Impact of U.S. Tariffs on Global Social Media Analytics Market

While U.S. tariffs have a significant bearing on industries such as manufacturing and hardware, their impact on the international market for social media analytics is relatively limited since the market is services-based and digital-based.

Indirect impacts can come from tariffs on technology infrastructure and data storage hardware from other countries, which are fundamental in fuelling analytics platforms. If tariffs increase the cost of servers, cloud infrastructure, or network gear, social media analytics vendors, especially startups, may experience their operational costs to increase. This may add pressure on pricing and slow adoption among SMEs globally.

Furthermore, geopolitical tensions fuelled by tariff policies can affect the sharing of cross-border data and partnerships, further burdening cross-border analytics operations. Therefore, although not constrained by tariffs, the market is responsive to the general economic ripple implications that tariffs could potentially cause in the value chain of digital technology.

Key Players Landscape and Outlook

The social media analytics market is divided on an international level between a mix of marketing platforms, well-established technology giants, and startups providing customized solutions. Hootsuite, Salesforce, and Sprout are among the companies that are enhancing features on a consistent basis to catch up with the increasing need for granular, real-time campaign performance, brand sentiment, and customer activity analysis. The focus is also moving to innovation, integration with AI, and zero-friction user experience to enable competitive power and respond to the changing needs of digital marketers.

For instance, in March 2023, Digimind introduced the first AI-powered social listening solution by integrating OpenAI's ChatGPT with its proprietary Digimind AI Sense. This innovation enables organizations to efficiently collect, interpret, and act upon online conversations, enhancing their ability to respond to trends and customer sentiment in real-time.

With the passing years, the competitive forces would be led by increased partnerships, mergers, and product extension as businesses would attempt to expand their global reach and build stronger platform abilities. As digital interaction becomes the marketing push king, business houses would look for analytics solutions that are scalable, AI-based, and actionable across touchpoints. Customers need to look for solution providers that have top-of-the-line innovation abilities together with superior customer service and flexibility of the platform.

Table of Contents

1. Project Scope and Definitions

2. Research Methodology

3. Impact of U.S. Tariffs

4. Executive Summary

5. Voice of Customers

• 5.1. Respondent Demographics
• 5.2. Brand Awareness
• 5.3. Factors Considered in Purchase Decisions
• 5.4. Challenges Faced Post Purchase

6. Global Social Media Analytics Market Outlook, 2018-2032F

• 6.1. Market Size Analysis & Forecast
  • 6.1.1. By Value
• 6.2. Market Share Analysis & Forecast
  • 6.2.1. By Component
    • 6.2.1.1. Software
    • 6.2.1.2. Services
  • 6.2.2. By Analytics Type
    • 6.2.2.1. Predictive Analytics
    • 6.2.2.2. Prescriptive Analytics
    • 6.2.2.3. Diagnostics Analytics
    • 6.2.2.4. Descriptive Analytics
  • 6.2.3. By Application
    • 6.2.3.1. Marketing
    • 6.2.3.2. Sales and Lead Generation
    • 6.2.3.3. Finance
    • 6.2.3.4. Human Resources
    • 6.2.3.5. Others
  • 6.2.4. By End-user Industry
    • 6.2.4.1. BFSI
    • 6.2.4.2. Healthcare
    • 6.2.4.3. IT and Telecom
    • 6.2.4.4. Manufacturing
    • 6.2.4.5. Retail and E-Commerce
    • 6.2.4.6. Others
  • 6.2.5. By Region
    • 6.2.5.1. North America
    • 6.2.5.2. Europe
    • 6.2.5.3. Asia-Pacific
    • 6.2.5.4. South America
    • 6.2.5.5. Middle East and Africa
  • 6.2.6. By Company Market Share Analysis (Top 5 Companies and Others - By Value, 2024)
• 6.3. Market Map Analysis, 2024
  • 6.3.1. By Component
  • 6.3.2. By Analytics Type
  • 6.3.3. By Application
  • 6.3.4. By End-user Industry
  • 6.3.5. By Region

7. North America Social Media Analytics Market Outlook, 2018-2032F

• 7.1. Market Size Analysis & Forecast
  • 7.1.1. By Value
• 7.2. Market Share Analysis & Forecast
  • 7.2.1. By Component
    • 7.2.1.1. Software
    • 7.2.1.2. Services
  • 7.2.2. By Analytics Type
    • 7.2.2.1. Predictive Analytics
    • 7.2.2.2. Prescriptive Analytics
    • 7.2.2.3. Diagnostics Analytics
    • 7.2.2.4. Descriptive Analytics
  • 7.2.3. By Application
    • 7.2.3.1. Marketing
    • 7.2.3.2. Sales & Lead Generation
    • 7.2.3.3. Finance
    • 7.2.3.4. Human Resources
    • 7.2.3.5. Others
  • 7.2.4. By End-user Industry
    • 7.2.4.1. BFSI
    • 7.2.4.2. Healthcare
    • 7.2.4.3. IT and Telecom
    • 7.2.4.4. Manufacturing
    • 7.2.4.5. Retail and E-Commerce
    • 7.2.4.6. Others
  • 7.2.5. By Country
    • 7.2.5.1. United States
    • 7.2.5.2. Canada
    • 7.2.5.3. Mexico
• 7.3. Country Market Assessment
  • 7.3.1. United States Social Media Analytics Market Outlook, 2018-2032F
    • 7.3.1.1. Market Size Analysis & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share Analysis & Forecast
      • 7.3.1.2.1. By Component
        • 7.3.1.2.1.1. Software
        • 7.3.1.2.1.2. Services
      • 7.3.1.2.2. By Analytics Type
        • 7.3.1.2.2.1. Predictive Analytics
        • 7.3.1.2.2.2. Prescriptive Analytics
        • 7.3.1.2.2.3. Diagnostics Analytics
        • 7.3.1.2.2.4. Descriptive Analytics
      • 7.3.1.2.3. By Application
        • 7.3.1.2.3.1. Marketing
        • 7.3.1.2.3.2. Sales and Lead Generation
        • 7.3.1.2.3.3. Finance
        • 7.3.1.2.3.4. Human Resources
        • 7.3.1.2.3.5. Others
      • 7.3.1.2.4. By End-user Industry
        • 7.3.1.2.4.1. BFSI
        • 7.3.1.2.4.2. Healthcare
        • 7.3.1.2.4.3. IT and Telecom
        • 7.3.1.2.4.4. Manufacturing
        • 7.3.1.2.4.5. Retail and E-Commerce
        • 7.3.1.2.4.6. Others

All segments will be provided for all regions and countries covered

8. Europe Social Media Analytics Market Outlook, 2018-2032F

• 8.1. Germany
• 8.2. France
• 8.3. Italy
• 8.4. United Kingdom
• 8.5. Russia
• 8.6. Netherlands
• 8.7. Spain
• 8.8. Turkey
• 8.9. Poland

9. Asia-Pacific Social Media Analytics Market Outlook, 2018-2032F

• 9.1. India
• 9.2. China
• 9.3. Japan
• 9.4. Australia
• 9.5. Vietnam
• 9.6. South Korea
• 9.7. Indonesia
• 9.8. Philippines

10. South America Social Media Analytics Market Outlook, 2018-2032F

• 10.1. Brazil
• 10.2. Argentina

11. Middle East and Africa Social Media Analytics Market Outlook, 2018-2032F

• 11.1. Saudi Arabia
• 11.2. UAE
• 11.3. South Africa

12. Porter's Five Forces Analysis

13. PESTLE Analysis

14. Market Dynamics

• 14.1. Market Drivers
• 14.2. Market Challenges

15. Market Trends and Developments

16. Case Studies

17. Competitive Landscape

• 17.1. Competition Matrix of Top 5 Market Leaders
• 17.2. SWOT Analysis for Top 5 Players
• 17.3. Key Players Landscape for Top 10 Market Players
  • 17.3.1. Adobe Inc.
    • 17.3.1.1. Company Details
    • 17.3.1.2. Key Management Personnel
    • 17.3.1.3. Key Products/Services Offered
    • 17.3.1.4. Key Financials (As Reported)
    • 17.3.1.5. Key Market Focus and Geographical Presence
    • 17.3.1.6. Recent Developments/Collaborations/Partnerships/Mergers and Acquisition
  • 17.3.2. Ipsos Synthesio, Inc.
  • 17.3.3. Sprout Social, Inc.
  • 17.3.4. Sprinklr, Inc.
  • 17.3.5. Salesforce, Inc.
  • 17.3.6. Oracle Corporation
  • 17.3.7. NetBase Solutions, Inc.
  • 17.3.8. IBM Corporation
  • 17.3.9. Hootsuite Inc.
  • 17.3.10. Brand24 Global, Inc.

Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work.

18. Strategic Recommendations

19. About Us and Disclaimer