TV 애널리틱스 시장 : 세계 산업 규모, 점유율, 동향, 기회, 예측 - 경쟁별, 전개 방식별, 최종사용자별, 지역별, 경쟁별(2020-2030년)

The Global TV Analytics Market was valued at USD 3.78 billion in 2024 and is expected to reach USD 10.86 billion by 2030 with a CAGR of 19.06% during the forecast period.

The TV Analytics Market refers to the sector focused on providing advanced analytics solutions that enable broadcasters, advertisers, content providers, and media agencies to gather, analyze, and interpret data related to television viewership, content performance, and advertising effectiveness. These solutions leverage technologies such as artificial intelligence, machine learning, big data analytics, and cloud computing to transform vast amounts of structured and unstructured television-related data into actionable insights. TV analytics platforms help stakeholders understand audience preferences, measure content engagement, optimize ad placements, and improve overall programming strategies, thereby enhancing viewer satisfaction and maximizing return on investment for advertisers.

The market is witnessing significant growth due to the increasing adoption of smart TVs, over-the-top (OTT) platforms, and digital streaming services, which generate substantial volumes of viewership data requiring sophisticated analytics solutions. Broadcasters and advertisers are increasingly leveraging these platforms to implement targeted advertising, personalized content recommendations, and real-time performance monitoring, enabling more precise decision-making and higher advertising revenues. The shift toward cloud-based deployment models further accelerates market growth by offering scalability, flexibility, and cost efficiency, allowing enterprises to access advanced analytics capabilities without substantial infrastructure investments.

Additionally, regulatory requirements related to data privacy and compliance are driving the adoption of secure, robust analytics platforms capable of managing sensitive viewer and operational data. Emerging trends such as predictive analytics, sentiment analysis, and AI-driven insights are enhancing the ability to anticipate viewer behavior, optimize content scheduling, and improve customer engagement. Continuous innovation by leading vendors, coupled with increasing investment in digital transformation initiatives by media companies and advertisers, is further strengthening market expansion.

Key Market Drivers

Escalating Consumption of Streaming and On-Demand Content Driving TV Analytics Market Growth

The unprecedented surge in streaming and on-demand content consumption has emerged as a pivotal force propelling the TV Analytics Market, as broadcasters, streaming platforms, and advertisers seek sophisticated tools to dissect viewer behaviors, optimize content strategies, and maximize engagement in an increasingly fragmented media landscape. With the proliferation of over-the-top platforms like Netflix, Hulu, and Disney+, coupled with the rise of connected TV devices and smart TVs, audiences are generating vast datasets through viewing habits, content preferences, and interaction patterns across linear, video-on-demand, and live-streaming services.

TV analytics tools process these datasets to uncover granular insights, enabling content providers to tailor programming, refine recommendation algorithms, and enhance user retention. For instance, streaming services leverage analytics to analyze binge-watching trends, identifying which genres or episodes drive prolonged engagement, thereby informing content acquisition and original production decisions. In advertising, analytics dissects viewer demographics and ad exposure metrics to optimize ad placements, ensuring higher click-through rates and return on investment for campaigns. The broadcast industry uses real-time analytics to monitor live viewership during major events like sports or award shows, adjusting promotional strategies dynamically to capture audience attention.

Cable providers mine subscriber data to predict churn, offering targeted retention incentives that preserve revenue streams. The integration of analytics with social media sentiment analysis enables networks to gauge audience reactions to shows, shaping marketing campaigns and spin-off developments. In educational broadcasting, analytics tracks viewer engagement with learning content, refining delivery for improved outcomes. The gaming industry, intersecting with TV through interactive streaming, uses analytics to monitor viewer participation in live gaming broadcasts, enhancing platform stickiness. As voice-activated devices like Amazon Fire TV and Roku proliferate, analytics captures voice search data to predict content trends, guiding platform enhancements.

The hospitality sector employs TV analytics in guest entertainment systems to personalize in-room content, boosting satisfaction scores. Public broadcasters analyze viewership data to align programming with cultural mandates, ensuring relevance. The rise of addressable advertising, enabled by analytics, allows precise targeting based on household viewing patterns, revolutionizing ad monetization. In sports broadcasting, analytics on fan engagement informs sponsorship deals and highlight curations.

The complexity of cross-platform consumption-spanning mobile, tablet, and TV screens-necessitates advanced analytics to unify fragmented data, delivering cohesive insights. Cloud-based analytics platforms facilitate scalability, handling petabytes of streaming data for real-time decision-making. Regulatory compliance, such as data privacy laws, drives analytics adoption to ensure ethical data usage in viewer tracking. The emergence of 5G enhances streaming quality, generating richer datasets that analytics tools mine for quality-of-service insights. In emerging markets, rising internet penetration fuels streaming adoption, expanding the need for localized analytics to understand diverse audiences.

This marks a 20% increase from 1.4 billion in 2023, reflecting growing consumer demand for on-demand content. Connected TV penetration hit 82% of households in key markets, amplifying viewership data. Daily streaming hours average 3.5 per user, underscoring the need for robust analytics.

Key Market Challenges

Data Privacy and Regulatory Compliance

One of the foremost challenges in the TV Analytics Market is ensuring compliance with data privacy regulations and safeguarding sensitive viewer information. Television broadcasters, advertisers, and content providers increasingly rely on extensive data collection to analyze viewership patterns, demographic details, and engagement metrics. However, handling such large volumes of structured and unstructured data introduces significant privacy concerns, particularly in regions with strict data protection laws such as the General Data Protection Regulation in Europe or similar frameworks in North America and Asia Pacific. Organizations must implement robust data governance strategies to ensure that personal and behavioral data is collected, stored, and processed in a secure and legally compliant manner.

Failure to adhere to regulatory requirements can result in substantial fines, reputational damage, and loss of customer trust, which can impede the adoption of advanced analytics solutions. Moreover, the evolving nature of privacy regulations requires continuous monitoring and updating of analytics platforms to meet changing legal standards. Vendors providing TV analytics solutions must integrate features such as anonymization, encryption, secure access controls, and audit trails to address compliance challenges.

Balancing the need for deep insights with stringent privacy requirements is complex, particularly when leveraging artificial intelligence and machine learning to generate predictive or prescriptive analytics. This challenge also extends to cross-border data flows, as content providers and advertisers often operate across multiple jurisdictions with differing legal mandates. Organizations must navigate these complexities while maintaining analytics accuracy and effectiveness, making data privacy and regulatory compliance a critical barrier to seamless market growth in the TV Analytics sector.

Key Market Trends

Adoption of Artificial Intelligence and Machine Learning

A key trend shaping the TV Analytics Market is the increasing integration of artificial intelligence and machine learning technologies into analytics platforms. Broadcasters, content providers, and advertisers are leveraging these technologies to process large volumes of viewership, demographic, and engagement data in real time. Artificial intelligence algorithms can identify patterns, predict audience behavior, and optimize content recommendations, while machine learning models continuously improve analytics accuracy through adaptive learning from historical and live data. This trend enables organizations to deliver highly personalized content, enhance audience engagement, and maximize advertising effectiveness. AI-powered analytics also allow predictive and prescriptive insights, such as forecasting viewership trends, detecting audience churn, and optimizing scheduling for maximum reach.

Furthermore, the incorporation of natural language processing into TV analytics platforms facilitates the analysis of social media discussions, reviews, and feedback, providing broadcasters and advertisers with a comprehensive understanding of viewer sentiment and preferences. By integrating artificial intelligence and machine learning, organizations can automate routine analytical processes, reduce operational costs, and accelerate decision-making. This trend is particularly significant for over-the-top platforms and streaming services, where real-time analytics can guide content acquisition, programming, and advertising strategies to align with evolving audience demands.

Vendors in the TV Analytics Market are continuously innovating to offer scalable AI and machine learning solutions, enabling organizations to gain a competitive advantage through smarter, faster, and more accurate insights. As organizations increasingly prioritize data-driven strategies for content optimization and targeted advertising, the adoption of artificial intelligence and machine learning is expected to remain a dominant trend driving growth, innovation, and differentiation in the TV Analytics Market globally over the coming years.

Key Market Players

• Nielsen Holdings plc
• Comscore, Inc.
• Kantar Group
• Conviva, Inc.
• TiVo Corporation
• Adobe Systems, Inc.
• Oracle Corporation
• IBM Corporation
• Samba TV, Inc.
• IHS Markit Ltd.

Report Scope:

In this report, the Global TV Analytics Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

TV Analytics Market, By Component:

• Software
• Services

TV Analytics Market, By Deployment Mode:

• On-Premise
• Cloud

TV Analytics Market, By End-User:

• Broadcasters
• Advertisers
• Content Providers
• Media Agencies
• Others

TV Analytics Market, By Region:

• North America
  • United States
  • Canada
  • Mexico
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
• South America
  • Brazil
  • Argentina
  • Colombia
• Asia-Pacific
  • China
  • India
  • Japan
  • South Korea
  • Australia
• Middle East & Africa
  • Saudi Arabia
  • UAE
  • South Africa

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global TV Analytics Market.

Available Customizations:

Global TV Analytics Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

• 1.1. Market Definition
• 1.2. Scope of the Market
  • 1.2.1. Markets Covered
  • 1.2.2. Years Considered for Study
  • 1.2.3. Key Market Segmentations

2. Research Methodology

• 2.1. Objective of the Study
• 2.2. Baseline Methodology
• 2.3. Key Industry Partners
• 2.4. Major Association and Secondary Sources
• 2.5. Forecasting Methodology
• 2.6. Data Triangulation & Validation
• 2.7. Assumptions and Limitations

3. Executive Summary

• 3.1. Overview of the Market
• 3.2. Overview of Key Market Segmentations
• 3.3. Overview of Key Market Players
• 3.4. Overview of Key Regions/Countries
• 3.5. Overview of Market Drivers, Challenges, and Trends

4. Voice of Customer

5. Global TV Analytics Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Component (Software, Services)
  • 5.2.2. By Deployment Mode (On-Premise, Cloud)
  • 5.2.3. By End-User (Broadcasters, Advertisers, Content Providers, Media Agencies, Others)
  • 5.2.4. By Region (North America, Europe, South America, Middle East & Africa, Asia Pacific)
• 5.3. By Company (2024)
• 5.4. Market Map

6. North America TV Analytics Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Component
  • 6.2.2. By Deployment Mode
  • 6.2.3. By End-User
  • 6.2.4. By Country
• 6.3. North America: Country Analysis
  • 6.3.1. United States TV Analytics Market Outlook
    • 6.3.1.1. Market Size & Forecast
      • 6.3.1.1.1. By Value
    • 6.3.1.2. Market Share & Forecast
      • 6.3.1.2.1. By Component
      • 6.3.1.2.2. By Deployment Mode
      • 6.3.1.2.3. By End-User
  • 6.3.2. Canada TV Analytics Market Outlook
    • 6.3.2.1. Market Size & Forecast
      • 6.3.2.1.1. By Value
    • 6.3.2.2. Market Share & Forecast
      • 6.3.2.2.1. By Component
      • 6.3.2.2.2. By Deployment Mode
      • 6.3.2.2.3. By End-User
  • 6.3.3. Mexico TV Analytics Market Outlook
    • 6.3.3.1. Market Size & Forecast
      • 6.3.3.1.1. By Value
    • 6.3.3.2. Market Share & Forecast
      • 6.3.3.2.1. By Component
      • 6.3.3.2.2. By Deployment Mode
      • 6.3.3.2.3. By End-User

7. Europe TV Analytics Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Component
  • 7.2.2. By Deployment Mode
  • 7.2.3. By End-User
  • 7.2.4. By Country
• 7.3. Europe: Country Analysis
  • 7.3.1. Germany TV Analytics Market Outlook
    • 7.3.1.1. Market Size & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share & Forecast
      • 7.3.1.2.1. By Component
      • 7.3.1.2.2. By Deployment Mode
      • 7.3.1.2.3. By End-User
  • 7.3.2. France TV Analytics Market Outlook
    • 7.3.2.1. Market Size & Forecast
      • 7.3.2.1.1. By Value
    • 7.3.2.2. Market Share & Forecast
      • 7.3.2.2.1. By Component
      • 7.3.2.2.2. By Deployment Mode
      • 7.3.2.2.3. By End-User
  • 7.3.3. United Kingdom TV Analytics Market Outlook
    • 7.3.3.1. Market Size & Forecast
      • 7.3.3.1.1. By Value
    • 7.3.3.2. Market Share & Forecast
      • 7.3.3.2.1. By Component
      • 7.3.3.2.2. By Deployment Mode
      • 7.3.3.2.3. By End-User
  • 7.3.4. Italy TV Analytics Market Outlook
    • 7.3.4.1. Market Size & Forecast
      • 7.3.4.1.1. By Value
    • 7.3.4.2. Market Share & Forecast
      • 7.3.4.2.1. By Component
      • 7.3.4.2.2. By Deployment Mode
      • 7.3.4.2.3. By End-User
  • 7.3.5. Spain TV Analytics Market Outlook
    • 7.3.5.1. Market Size & Forecast
      • 7.3.5.1.1. By Value
    • 7.3.5.2. Market Share & Forecast
      • 7.3.5.2.1. By Component
      • 7.3.5.2.2. By Deployment Mode
      • 7.3.5.2.3. By End-User

8. Asia Pacific TV Analytics Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Component
  • 8.2.2. By Deployment Mode
  • 8.2.3. By End-User
  • 8.2.4. By Country
• 8.3. Asia Pacific: Country Analysis
  • 8.3.1. China TV Analytics Market Outlook
    • 8.3.1.1. Market Size & Forecast
      • 8.3.1.1.1. By Value
    • 8.3.1.2. Market Share & Forecast
      • 8.3.1.2.1. By Component
      • 8.3.1.2.2. By Deployment Mode
      • 8.3.1.2.3. By End-User
  • 8.3.2. India TV Analytics Market Outlook
    • 8.3.2.1. Market Size & Forecast
      • 8.3.2.1.1. By Value
    • 8.3.2.2. Market Share & Forecast
      • 8.3.2.2.1. By Component
      • 8.3.2.2.2. By Deployment Mode
      • 8.3.2.2.3. By End-User
  • 8.3.3. Japan TV Analytics Market Outlook
    • 8.3.3.1. Market Size & Forecast
      • 8.3.3.1.1. By Value
    • 8.3.3.2. Market Share & Forecast
      • 8.3.3.2.1. By Component
      • 8.3.3.2.2. By Deployment Mode
      • 8.3.3.2.3. By End-User
  • 8.3.4. South Korea TV Analytics Market Outlook
    • 8.3.4.1. Market Size & Forecast
      • 8.3.4.1.1. By Value
    • 8.3.4.2. Market Share & Forecast
      • 8.3.4.2.1. By Component
      • 8.3.4.2.2. By Deployment Mode
      • 8.3.4.2.3. By End-User
  • 8.3.5. Australia TV Analytics Market Outlook
    • 8.3.5.1. Market Size & Forecast
      • 8.3.5.1.1. By Value
    • 8.3.5.2. Market Share & Forecast
      • 8.3.5.2.1. By Component
      • 8.3.5.2.2. By Deployment Mode
      • 8.3.5.2.3. By End-User

9. Middle East & Africa TV Analytics Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Component
  • 9.2.2. By Deployment Mode
  • 9.2.3. By End-User
  • 9.2.4. By Country
• 9.3. Middle East & Africa: Country Analysis
  • 9.3.1. Saudi Arabia TV Analytics Market Outlook
    • 9.3.1.1. Market Size & Forecast
      • 9.3.1.1.1. By Value
    • 9.3.1.2. Market Share & Forecast
      • 9.3.1.2.1. By Component
      • 9.3.1.2.2. By Deployment Mode
      • 9.3.1.2.3. By End-User
  • 9.3.2. UAE TV Analytics Market Outlook
    • 9.3.2.1. Market Size & Forecast
      • 9.3.2.1.1. By Value
    • 9.3.2.2. Market Share & Forecast
      • 9.3.2.2.1. By Component
      • 9.3.2.2.2. By Deployment Mode
      • 9.3.2.2.3. By End-User
  • 9.3.3. South Africa TV Analytics Market Outlook
    • 9.3.3.1. Market Size & Forecast
      • 9.3.3.1.1. By Value
    • 9.3.3.2. Market Share & Forecast
      • 9.3.3.2.1. By Component
      • 9.3.3.2.2. By Deployment Mode
      • 9.3.3.2.3. By End-User

10. South America TV Analytics Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Component
  • 10.2.2. By Deployment Mode
  • 10.2.3. By End-User
  • 10.2.4. By Country
• 10.3. South America: Country Analysis
  • 10.3.1. Brazil TV Analytics Market Outlook
    • 10.3.1.1. Market Size & Forecast
      • 10.3.1.1.1. By Value
    • 10.3.1.2. Market Share & Forecast
      • 10.3.1.2.1. By Component
      • 10.3.1.2.2. By Deployment Mode
      • 10.3.1.2.3. By End-User
  • 10.3.2. Colombia TV Analytics Market Outlook
    • 10.3.2.1. Market Size & Forecast
      • 10.3.2.1.1. By Value
    • 10.3.2.2. Market Share & Forecast
      • 10.3.2.2.1. By Component
      • 10.3.2.2.2. By Deployment Mode
      • 10.3.2.2.3. By End-User
  • 10.3.3. Argentina TV Analytics Market Outlook
    • 10.3.3.1. Market Size & Forecast
      • 10.3.3.1.1. By Value
    • 10.3.3.2. Market Share & Forecast
      • 10.3.3.2.1. By Component
      • 10.3.3.2.2. By Deployment Mode
      • 10.3.3.2.3. By End-User

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Market Trends and Developments

• 12.1. Merger & Acquisition (If Any)
• 12.2. Product Launches (If Any)
• 12.3. Recent Developments

13. Company Profiles

• 13.1. Nielsen Holdings plc
  • 13.1.1. Business Overview
  • 13.1.2. Key Revenue and Financials
  • 13.1.3. Recent Developments
  • 13.1.4. Key Personnel
  • 13.1.5. Key Product/Services Offered
• 13.2. Comscore, Inc.
• 13.3. Kantar Group
• 13.4. Conviva, Inc.
• 13.5. TiVo Corporation
• 13.6. Adobe Systems, Inc.
• 13.7. Oracle Corporation
• 13.8. IBM Corporation
• 13.9. Samba TV, Inc.
• 13.10. IHS Markit Ltd.

14. Strategic Recommendations

15. About Us & Disclaimer