Global TV Analytics Market Overview

The Global TV Analytics Market size is estimated to reach $ 6.4 billion by 2026, growing at a CAGR of 22.3% over the forecast period of 2021-2026. TV analytics solutions assist TV marketers in analyzing the effect of their campaigns in real-time. Following that, an analysis window appears, during which advertisers may often detect peak traffic periods on their website, as well as a spike in app downloads or calls to their contact center, all of which can be directly connected to their TV campaign. Advertisers may use TV analytics systems to track the effectiveness of their TV campaign, analyze their ROI using quantifiable KPIs, and adjust their media strategy to increase the digital impact of their TV advertising.

Impact of COVID-19 on the TV Analytics Market:

The COVID-19 outbreak disturbed the TV analytics market by causing the cancellation of several high-profile events and concerts. Customers' watching habits have changed, and production schedules for popular favorites have been interrupted, affecting the market. Compared to sporting events, the high watching patterns seen on OTT platforms are anticipated to be beneficial to the market. Various producers may invest in developing TV programs aimed at these audiences in the future. Furthermore, COVID-19 Ads are tiring viewers, with a big chunk of the attention ratio lowering and the segments becoming irrelevant.

Key Takeaways from Global TV Analytics Market Report:

• Evaluate market potential through analyzing growth rates (CAGR %), Volume (Units), and Value ($M) data given at country level – for Transmission Type, Components, Deployment Type, Application, and by different industry verticals.
• Understand the different market dynamics – key driving factors, challenges, and hidden opportunities.
• Get in-depth insights on your competitor's performance – market shares, strategies, financial benchmarking, product benchmarking, SWOT, and more.
• Analyze the sales and distribution channels across key geographies to improve top-line revenues.
• Understand the industry supply chain with a deep dive on the value augmentation at each step to optimize value and bring efficiencies in your processes.
• Get a quick outlook on the market entropy – M&As, deals, partnerships, product launches of all key players for the past four years.
• Evaluate the supply-demand gaps, import-export statistics, and regulatory landscape for more than the top 20 countries globally for the market

By Transmission type, the market for OTT to grow at the highest CAGR during the forecast period

By Applications, TV Analytics Market is segmented into Cable TV, Satellite TV/ Direct-to-home, Internet Protocol Television, Over the Top. Over the top

(OTT) dominated the TV Analytics Market in 2020. This is owing to increasing numbers of users shifting to various OTT platforms. Furthermore, the increasing COIVD cases led to the release of new movies to OTT, which created OTT demand in 2020. It is also the fastest-growing over the forecast period, with a CAGR of 23.9%. Due to increased demand for various genres and plays accessible on OTT platforms like Amazon Prime, Netflix, and others contributing to market development, the over-the-top (OTT) transmission type is predicted to rise at the fastest rate in the following years.

The Asia Pacific to account for the largest market share during the forecast period

North America held the largest share of the TV Analytics Market in 2020, with a global market share of 38.9%. This is because the majority of players belong to North American countries. North America is also.

The Asia Pacific is set to be the fastest-growing over the forecast period. This is due to a shift in focus on customer engagement, likely to boost analytics solution adoption in the Asia-Pacific region.

Market Dynamics

Driver: Increase usage of Analytics in the TV industry is driving the TV Analytics Market.

In recent years, TV service providers have increased their usage of data analytics tools to streamline their content delivery chain. These techniques are mainly utilized to improve process efficiency in monetization efforts. These methodologies have been used to anticipate audience segment preferences for specific content, provide personalization services, and drive targeted marketing and service package upselling. The rising need among service providers to broaden the benefits of TV viewing data has encouraged the usage of analytic tools in the TV industry for programmatic and addressable TV chains with greater viewer segmentation.

Challenge: Lack of Digital infrastructure is restraining the market growth.

Factors such as a lack of coordination between governments, operators, and financiers to promote awareness and affordability of digital infrastructure and services (particularly in emerging nations), Higher risk owing to conventional operators' lack of project management methods, systems, and practices for the building and operation of new Digital Infrastructures. and a scarcity of qualified technical professionals to build and operate new digital technologies and infrastructures.

Key Market Players

Key Players in the Global TV Analytics Market consist of Amobee, Inc., Alphonso, Inc., Analytics, BrightLine Partners LLC, Blix, Conviva AB, Sorenson Media, Edgeware AB, Adobe Systems, Inc., iSpot.tv, Inc., NicePeopleAtWork (NPAW), and Viaccess and Viaccess-Orca among Others.

Developments

In April 2020, Innovid, the only private television advertising and analytics platform announced its new Innovid iQ dashboard as a free, open service to the advertising industry. As COVID-19 alters how people engage with video, the dashboard delivers advertisers with the most detailed, weekly snapshot of the evolving video ad landscape.

Report Coverage and Scope

The report "Global TV Analytics Market" by Research Informatic covers an in-depth detailed analysis for the following segment covered under the scope.

By Transmission Type

• Cable TV
• Satellite TV/ Direct-to-home
• Internet Protocol Television
• Over the Top

By Components

• Software
• Services
• Managed Services
• Professional Services
• Support & Maintenance
• Consulting

By Deployment Type

• Cloud
• On-Premises

By Applications

• Competitive Intelligence
• Churn Prevention and Behavior Analysis
• Customer Lifetime Management
• Campaign Management
• Content Development
• Audience Forecasting
• Others

By Geography

• North America
• Europe
• APAC
• RoW

Global TV Analytics Market Growth, Trend and Forecast 2020-2028
Chapter 1 TV Analytics Market Overview
1.1 Product Overview and Scope of TV Analytics
1.2 TV Analytics Market Segmentation by Type
1.2.1 Global Production Market Share of TV Analytics by Type in 2019
1.2.1 Type 1
1.2.2 Type 2
1.2.3 Type 3
1.3 TV Analytics Market Segmentation by Application
1.3.1 TV Analytics Consumption Market Share by Application in 2019
1.3.2 Application 1
1.3.3 Application 2
1.3.4 Application 3
1.4 TV Analytics Market Segmentation by Regions
1.4.1 North America
1.4.2 China
1.4.3 Europe
1.4.4 Southeast Asia
1.4.5 Japan
1.4.6 India
1.5 Global Market Size (Value) of TV Analytics (2014-2028)
Chapter 2 Global Economic Impact on TV Analytics Industry
2.1 Global Macroeconomic Environment Analysis
2.1.1 Global Macroeconomic Analysis
2.1.2 Global Macroeconomic Environment Development Trend
2.2 Global Macroeconomic Environment Analysis by Regions
Chapter 3 Global TV Analytics Market Competition by Manufacturers
3.1 Global TV Analytics Production and Share by Manufacturers (2019 and 2019)
3.2 Global TV Analytics Revenue and Share by Manufacturers (2019 and 2019)
3.3 Global TV Analytics Average Price by Manufacturers (2019 and 2019)
3.4 Manufacturers TV Analytics Manufacturing Base Distribution, Production Area and Product Type
3.5 TV Analytics Market Competitive Situation and Trends
3.5.1 TV Analytics Market Concentration Rate
3.5.2 TV Analytics Market Share of Top 3 and Top 5 Manufacturers
3.5.3 Mergers & Acquisitions, Expansion
Chapter 4 Global TV Analytics Production, Revenue (Value) by Region (2014-2020)
4.1 Global TV Analytics Production by Region (2014-2020)
4.2 Global TV Analytics Production Market Share by Region (2014-2020)
4.3 Global TV Analytics Revenue (Value) and Market Share by Region (2014-2020)
4.4 Global TV Analytics Production, Revenue, Price and Gross Margin (2014-2020)
4.5 North America TV Analytics Production, Revenue, Price and Gross Margin (2014-2020)
4.6 Europe TV Analytics Production, Revenue, Price and Gross Margin (2014-2020)
4.7 China TV Analytics Production, Revenue, Price and Gross Margin (2014-2020)
4.8 Japan TV Analytics Production, Revenue, Price and Gross Margin (2014-2020)
4.9 Southeast Asia TV Analytics Production, Revenue, Price and Gross Margin (2014-2020)
4.10 India TV Analytics Production, Revenue, Price and Gross Margin (2014-2020)
Chapter 5 Global TV Analytics Supply (Production), Consumption, Export, Import by Regions (2014-2020)
5.1 Global TV Analytics Consumption by Regions (2014-2020)
5.2 North America TV Analytics Production, Consumption, Export, Import by Regions (2014-2020)
5.3 Europe TV Analytics Production, Consumption, Export, Import by Regions (2014-2020)
5.4 China TV Analytics Production, Consumption, Export, Import by Regions (2014-2020)
5.5 Japan TV Analytics Production, Consumption, Export, Import by Regions (2014-2020)
5.6 Southeast Asia TV Analytics Production, Consumption, Export, Import by Regions (2014-2020)
5.7 India TV Analytics Production, Consumption, Export, Import by Regions (2014-2020)
Chapter 6 Global TV Analytics Production, Revenue (Value), Price Trend by Type
6.1 Global TV Analytics Production and Market Share by Type (2014-2020)
6.2 Global TV Analytics Revenue and Market Share by Type (2014-2020)
6.3 Global TV Analytics Price by Type (2014-2020)
6.4 Global TV Analytics Production Growth by Type (2014-2020)
Chapter 7 Global TV Analytics Market Analysis by Application
7.1 Global TV Analytics Consumption and Market Share by Application (2014-2020)
7.2 Global TV Analytics Consumption Growth Rate by Application (2014-2020)
7.3 Market Drivers and Opportunities
7.3.1 Potential Applications
7.3.2 Emerging Markets/Countries
Chapter 8 TV Analytics Manufacturing Cost Analysis
8.1 TV Analytics Key Raw Materials Analysis
8.1.1 Key Raw Materials
8.1.2 Price Trend of Key Raw Materials
8.1.3 Key Suppliers of Raw Materials
8.1.4 Market Concentration Rate of Raw Materials
8.2 Proportion of Manufacturing Cost Structure
8.2.1 Raw Materials
8.2.2 Labor Cost
8.2.3 Manufacturing Expenses
8.3 Manufacturing Process Analysis of TV Analytics
Chapter 9 Industrial Chain, Sourcing Strategy and Downstream Buyers
9.1 TV Analytics Industrial Chain Analysis
9.2 Upstream Raw Materials Sourcing
9.3 Raw Materials Sources of TV Analytics Major Manufacturers in 2019
9.4 Downstream Buyers
Chapter 10 Marketing Strategy Analysis, Distributors/Traders
10.1 Marketing Channel
10.1.1 Direct Marketing
10.1.2 Indirect Marketing
10.1.3 Marketing Channel Development Trend
10.2 Market Positioning
10.2.1 Pricing Strategy
10.2.2 Brand Strategy
10.2.3 Target Client
10.3 Distributors/Traders List
Chapter 11 Market Effect Factors Analysis
11.1 Technology Progress/Risk
11.1.1 Substitutes Threat
11.1.2 Technology Progress in Related Industry
11.2 Consumer Needs/Customer Preference Change
11.3 Economic/Political Environmental Change
Chapter 12 Global TV Analytics Market Forecast (2020-2028)
12.1 Global TV Analytics Production, Revenue Forecast (2020-2028)
12.2 Global TV Analytics Production, Consumption Forecast by Regions (2020-2028)
12.3 Global TV Analytics Production Forecast by Type (2020-2028)
12.4 Global TV Analytics Consumption Forecast by Application (2020-2028)
12.5 TV Analytics Price Forecast (2020-2028)
Chapter 13 Appendix