Global TV Analytics (Customer Lifetime Management, Content Development, Competitive Intelligence, and Campaign Management) Market to 2023
DUBLIN, Nov. 7, 2018 /PRNewswire/ --
The "TV Analytics Market by TV Transmission Type (Cable TV, Satellite TV/ DTH, IPTV, and Over the Top (OTT)), Application (Customer Lifetime Management, Content Development, Competitive Intelligence, and Campaign Management) - Global Forecast to 2023" report has been added to ResearchAndMarkets.com's offering.
The TV analytics market size is expected to grow from USD 1.9 billion in 2018 to USD 4.2 billion by 2023, at a Compound Annual Growth Rate (CAGR) of 17.4% during the forecast period.
The intensifying business competition and the growth of social media and social advertising are driving the market. The TV industry has rapidly and significantly evolved since the last decade. With the overall development of the society, choices and preferences of the TV audiences have also become dynamic.
The TV content developers are trying to meet the demands of their viewers by developing the content of audiences' preference. Moreover, the provision of real-time decision support and advanced analytics has played a major role in driving the adoption of TV analytics solutions and the associated services. Hence, TV analytics has become a key element for integrating and analyzing data to improve the overall business performance.
The TV analytics market study aims at estimating the market size and future growth potential of the market across segments, such as TV transmission types, components (software and services), applications, deployment models, and regions.
The software segment is estimated to constitute the largest market size during the forecast period
The TV analytics market by component covers TV analytics software and associated services. The software segment outperforms the services segment and would see the maturation in the future due to the higher adoption. Hence, professional services, such as consulting, and support and maintenance services, are expected to gain traction in the next 5 years.
The churn prevention and behavior analysis application is expected to grow at the highest CAGR during the forecast period
With the increasing market competition and content-savvy audiences, preventing customer churn has become more challenging. Deploying analytics over the digital content and the platforms helps content developers to get a holistic view of their viewers, and furthermore, in developing featured programs and recommending the type of content to the viewers.
The Over-The-Top (OTT) segment is expected to grow at the highest CAGR during the forecast period
The OTT content providers offer streaming media contents through the Internet, which is faster than the other type of content provided by service providers. OTT content is collected using cookies and then analyzed using advanced machine learning and Artificial Intelligence (AI) platforms that provide deeper analysis into viewers' viewing behavior. OTT platform developers use advanced analytics to gauge consumers' viewing behaviors and curate their programs specifically. Netflix makes diverse use of AI and analytics to understand the demographics of the viewers and provide them with personalized content.
North America is expected to account for the largest market size during the forecast period.
The global TV analytics market by region covers 5 major geographic regions: North America, Asia Pacific (APAC), Europe, the Middle East and Africa (MEA), and Latin America. North America is estimated to account for the largest market size during the forecast period. North America is expected to hold the largest market share and dominate the market from 2018 to 2023, due to the presence of a large number of solution vendors in the US.
Recent developments:
- In May 2018, 605 launched a new scientific approach, The 605 Impact Index, which is used to measure the impact of TV advertising campaigns on sales and branding. It would also help marketers strategize their investment plans for TV advertisements.
- In February 2018, Nielsen launched a new product placement measurement tool to compare product placements with the traditional advertising system. The insights from the measurement will be placed over linear TV, SVOD, short-form video, and subscription-based video.
- In November 2017, Google partnered with Salesforce to integrate its Analytics 360 Suite with Salesforce's cloud platform. As per this partnership, Salesforce would offer customers various benefits and create customized audiences in Google Analytics 360.
Key questions addressed by the report:
- Define, describe, and forecast the TV analytics market based on TV transmission types, components, deployment modes applications, and regions.
- Detailed analysis of market's subsegments with respect to individual growth trends, prospects, and contributors to the total market
- Revenue forecast of the market's segments with respect to 5 major regions, namely, North America, Europe, APAC, MEA, and Latin America
- Detailed analysis of the competitive developments, such as mergers and acquisitions, new product developments, and business expansion activities, in the market
Companies Mentioned
- 605
- Admo.TV
- Alphonso
- Amazon Prime Video
- Amobee
- AnalyticOwl
- Blix
- Brightline
- Clarivoy
- Conviva
- DC Analytics
- Edgeware AB
- FourthWall Media
- Google (US)
- H-Tech
- HotStar
- IBM Corporation (US)
- Netflix
- Nielsen
- Parrot Analytics
- Realytics
- SambaTV
- Sorenson Media
- TvBeat
- Tvsquared
- Zapr Media Labs
- iQ Media
- iSpot.TV
For more information about this report visit https://www.researchandmarkets.com/research/fk9mc7/global_tv?w=5
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SOURCE Research and Markets
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