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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

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Date: 31-Oct-2018
No. of pages: 144
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Intensifying business competition among TV analytics solution providers is driving the growth of the market

MarketsandMarkets estimates the global TV analytics market 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 TV analytics market is growing rapidly with the intensifying business competition and the growth of social media and social advertising trends. However, the lack of skilled personnel would limit the growth of the market.

Rising demand for personalized content to extend and improve creator and customer relationship is driving the adoption of TV analytics for the satellite TV or Direct to Home (DTH)platform

Satellite TV or DTH companies offer direct broadcasting services that deliver television content through radio waves. The DTH providers use the power of analytics to understand the taste and preference of users, which helps them upsell products and services. Personalized content helps companies to not only increase the Average Revenue Per Users (ARPU), but also in reducing the customer churn.

Expanding the reach of Over the TOP (OTT) platform provider’s worldwide is accelerating the cloud adoption for TV analytics

Cloud-based TV analytics solutions are in highest demand, owing to the faster and easier service provided by the OTT service providers. Major online content providers collect their audience data through their smartphone applications. The collected data helps the OTT providers in analyzing their customers’ behavior and improving their Return on Investment (RoI). Using cloud TV analytics, it is also easy to gather and segment data based on various demographics, which assists in better decision-making process based on the trends.

TV analytics market in APAC (Asia Pacific)is projected to grow at the highest CAGR during the forecast period

The high growth of the market in APAC is attributed to the flexible economic conditions, industrialization and globalization-motivated policies of governments, and the expanding digitalization in the region. The highly competitive environment in the region is again expected to trigger the growth of effective TV analytics market that augments the overall RoI for the media and entertainment organizations. Moreover, the growing audience inclination toward the global contents has led to the growth of major OTT providers, such as Netflix, Amazon Prime Video, and Hot Star, through which audiences can get an easy access to the content of their choice, anywhere, at any time. All these factors are expected to contribute to the growth of the TV analytics in the Asian countries.

In-depth interviews were conducted with the Chief Executive Officers (CEOs), marketing directors, other innovation and technology directors, and executives from various key organizations operating in the TV analytics market.


  • By Company – Tier 1–55%, Tier 2–20%, and Tier 3–25%

  • By Designation – C-Level–60%, Director Level–25%,and Others–15%

  • By Region – North America–10%, Europe–20%,APAC–40%, and RoW–30%


The TV analytics market comprises major solution providers, such as IBM Corporation (US), Google (US), The Nielsen Company (UK), Zapr Media Labs (India), Alphonso Inc. (US), TVSQUARED (Scotland), DC Analytics (England), Amobee, Inc. (US), 605 (US), Clarivoy (US), TVbeat (UK), BLIX (Australia), H-Tech (Bulgaria), DC Analytics (Germany), Samba TV (US), AnalyticOwl (US), Edgeware AB (US), Realytics (France), Sorenson Media (US), FourthWall Media (US), Parrot Analytics (US), iSpot.tv (US), Admo.TV (France), Conviva (US), iQ Media (US), and BrightLine (US)The study includes in-depth competitive analysis of these key players in the TV analytics market with their company profiles, recent developments, and key market strategies.

Research coverage

The TV analytics market revenue is primarily classified into revenues from software and services. Software revenue is associated with software and platform offerings, while the services’ revenue is associated with managed and professional services. The professional services comprise support and maintenance, and consulting. The market is also segmented on the basis of TV transmisiion types, applications, components, deployment models, and regions.

Key benefits of the report

The report would help the market leaders/new entrants in this market with the information on the closest approximations of the revenue numbers for the overall TV analytics market and the sub segments. This report would help stakeholders understand the competitive landscape and gain insights to better position their businesses and plan suitable go-to-market strategies. The report also helps stakeholders understand the pulse of the market and provides them with the information on the key market drivers, restraints, challenges, and opportunities.

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

Table of Contents

1 Introduction
1.1 Objectives of the Study
1.2 Market Definition
1.3 Market Scope
1.4 Years Considered for the Study
1.5 Currency
1.6 Stakeholders

2 Research Methodology
2.1 Research Data
2.1.1 Secondary Data
2.1.2 Primary Data
2.1.2.1 Breakup of Primaries
2.1.2.2 Key Industry Insights
2.2 Market Size Estimation
2.3 Research Assumptions
2.4 Limitations

3 Executive Summary

4 Premium Insights
4.1 Attractive Market Opportunities in the TV Analytics Market
4.2 Market, By Component
4.3 Market, By Region
4.4 Top 3 Applications and Regions

5 Market Overview
5.1 Introduction
5.1.1 Drivers
5.1.1.1 Intensifying Business Competition
5.1.1.2 Growth of Social Media and Social Advertising
5.1.2 Restraints
5.1.2.1 Lack of Digital Infrastructure
5.1.3 Opportunities
5.1.3.1 Ability to Gain Insights From Raw Data to Improve Advertising Efficiency
5.1.3.2 Advancements in Emerging Technologies Could Support the Market Growth
5.1.4 Challenges
5.1.1.4.1 Lack of Skilled Personnel
5.2 Industry Trends
5.2.1 TV Analytics: Use Cases
5.2.1.1 Use Case #1: Need to Optimize Media Spend to Drive Sales
5.2.1.2 Use Case #2: Measure the Impact of Campaign on Business Kpis
5.2.1.3 Use Case #3: Need to Reach Audience in Remote Regions
5.2.2 TV Analytics: Evolution
5.2.3 Regulations
5.2.3.1 European Union General Data Protection Regulation (GDPR)

6 TV Analytics Market, By Type
6.1 Introduction
6.2 Cable TV
6.2.1 Competition From Ott and Dth Service Providers to Drive the Market
6.3 Satellite Tv/Direct-To-Home
6.3.1 Increasing Demand for Managing Customer Lifetime and Reducing Customer Churn Substantially to Drive the Market
6.4 Internet Protocol Television
6.4.1 Pricing Strategies and Agility of Recommendation Engines to Spur the Demand for TV Analytics
6.5 Over the Top
6.5.1 Understanding the Demographics of Viewers and Providing Them With Personalized Contents to Improve Arpu to Encourage Content Creators and Distributors to Integrate Analytics

7 Market, By Component
7.1 Introduction
7.2 Software
7.2.1 Increasing Demand for Cross-Platform Media to Track Audience Behavior Expected to Increase the Demand for TV Analytics Software
7.3 Services
7.3.1 Focus on Delivering Enhanced Customer Experience Driving the Adoption of TV Analytics Services
7.3.2 Managed Services
7.3.3 Professional Services
7.3.3.1 Support and Maintenance
7.3.3.2 Consulting

8 Market, By Application
8.1 Introduction
8.2 Competitive Intelligence
8.2.1 Intensifying Competition Coupled With Dynamic Audience Demands to Drive the Demand for Competitive Intelligence
8.3 Churn Prevention and Behavior Analysis
8.3.1 Need for Optimizing Media Schedule and Retaining Audience to Drive the Demand for Churn Prevention and Behavior Analysis Application
8.4 Customer Lifetime Management
8.4.1 Focus on Improving Customer Relationship to Help the Growth of Customer Lifetime Management Application
8.5 Campaign Management
8.5.1 Emerging Need to Engage Audience for A Longer Period to Improve the Demand for Campaign Management Application
8.6 Content Development
8.6.1 Changing Content Consumption Behavior to Drive the Demand for Content Development Application Worldwide
8.7 Audience Forecasting
8.7.1 Audience Forecasting to Have A Key Role in Making Investment Decisions to Drive Its Demand
8.8 Others
8.8.1 Impact of Brands on Audience is A Key Factor Driving Business Continuity

9 TV Analytics Market, By Deployment Model
9.1 Introduction
9.2 On-Premises
9.2.1 Prominence of Cable TV to Drive On-Premises Deployment of TV Analytics
9.3 Cloud
9.3.1 Focus on Improved Agility and Roi is the Driving Factor for Cloud Adoption

10 Market, By Region
10.1 Introduction
10.2 North America
10.2.1 Presence of Tech-Savvy Population, Deeper Internet Penetration, and Increased Connectivity to Drive Ott and Iptv Platforms in North America
10.2.2 By Country
10.2.2.1 United States
10.2.2.2 Canada
10.2.3 North America: TV Analytics Market, By Type
10.2.4 North America: Market, By Component
10.2.5 North America: Market, By Service
10.2.6 North America: Market, By Professional Service
10.2.7 North America: Market, By Application
10.2.8 North America: Market, By Deployment Model
10.3 Europe
10.3.1 Proliferation of Smartphones and Smart Tvs to Drive Ott Segment in Europe
10.3.2 Europe: Market, By Country
10.3.2.1 United Kingdom
10.3.2.2 Germany
10.3.2.3 Rest of Europe
10.3.3 Europe: Market, By Type
10.3.4 Europe: Market, By Component
10.3.5 Europe: Market, By Service
10.3.6 Europe: Market, By Professional Service
10.3.7 Europe: TV Analytics Market, By Application
10.3.8 Europe, By Deployment Model
10.4 Asia Pacific
10.4.1 Increasing Internet Connection and Speed and Online Shopping to Majorly Drive the APAC Market
10.4.2 Asia Pacific: Market, By Country
10.4.2.1 China
10.4.2.2 India
10.4.2.3 Singapore
10.4.2.4 Australia and New Zealand
10.4.2.5 Rest of Asia Pacific (South Korea and Japan)
10.4.3 Asia Pacific: TV Analytics Market, By Type
10.4.4 Asia Pacific: Market, By Component
10.4.5 Asia Pacific: Market, By Service
10.4.6 Asia Pacific: Market, By Professional Service
10.4.7 Asia Pacific: Market, By Application
10.4.8 Asia Pacific: Market, By Deployment Model
10.5 Latin America
10.5.1 Developing Economies are Expected to Have Significant Growth Potential in Latin America
10.5.2 Latin America: Market, By Country
10.5.2.1 Brazil
10.5.2.2 Argentina
10.5.2.3 Rest of Latin America
10.5.3 Latin America: TV Analytics Market, By Type
10.5.4 Latin America: Market, By Component
10.5.5 Latin America: Market, By Service
10.5.6 Latin America: Market, By Professional Service
10.5.7 Latin America: Market, By Application
10.5.8 Latin America: Market, By Deployment Model
10.6 Middle East and Africa
10.6.1 New Players in Vod Segment to Drive Market in the Middle East
10.6.2 Middle East and Africa: Market, By Sub-Region
10.6.2.1 Middle East
10.6.2.2 Africa
10.6.3 Middle East and Africa: TV Analytics Market, By Type
10.6.4 Middle East and Africa: Market, By Component
10.6.5 Middle East and Africa: Market, By Service
10.6.6 Middle East and Africa: Market, By Professional Service
10.6.7 Middle East and Africa: Market, By Application
10.6.8 Middle East and Africa: Market, By Deployment Model

11 Competitive Landscape
11.1 Overview
11.2 Market Ranking
11.3 Competitive Scenario
11.3.1 New Product Launches and Enhancements
11.3.2 Partnerships, Collaborations, and Agreements
11.3.3 Mergers and Acquisitions

12 Company Profiles
12.1 IBM
12.1.1 Business Overview
12.1.2 Solutions Offered
12.1.3 Recent Developments
12.1.4 SWOT Analysis
12.1.5 MnM View
12.2 Google
12.2.1 Business Overview
12.2.2 Platforms Offered
12.2.3 Recent Developments
12.2.4 SWOT Analysis
12.2.5 MnM View
12.3 Nielsen
12.3.1 Business Overview
12.3.2 Platforms Offered
12.3.3 Recent Developments
12.3.4 SWOT Analysis
12.3.5 MnM View
12.4 Edgeware AB
12.4.1 Business Overview
12.4.2 Solutions Offered
12.4.3 Recent Developments
12.5 Realytics
12.5.1 Business Overview
12.5.2 Solutions Offered
12.5.3 MnM View
12.6 Sorenson Media
12.6.1 Business Overview
12.6.2 Solutions Offered
12.6.3 Recent Developments
12.6.4 MnM View
12.7 Fourthwall Media
12.7.1 Business Overview
12.7.2 Solutions Offered
12.7.3 Recent Developments
12.8 Parrot Analytics
12.8.1 Business Overview
12.8.2 Solutions Offered
12.8.3 Recent Developments
12.9 Ispot.Tv
12.9.1 Business Overview
12.9.2 Solutions Offered
12.9.3 Recent Developments
12.10 Admo.Tv
12.10.1 Business Overview
12.10.2 Solutions Offered
12.11 Conviva
12.11.1 Business Overview
12.11.2 Solutions Offered
12.11.3 Recent Developments
12.12 Iq Media
12.12.1 Business Overview
12.12.2 Solutions Offered
12.12.3 Recent Developments
12.13 Brightline
12.13.1 Business Overview
12.13.2 Solutions Offered
12.13.3 Recent Developments
12.14 Zapr Media Labs
12.14.1 Business Overview
12.14.2 Platforms Offered
12.14.3 Recent Developments
12.15 605
12.15.1 Business Overview
12.15.2 Solutions Offered
12.15.3 Recent Developments
12.16 Clarivoy
12.16.1 Business Overview
12.16.2 Platforms Offered
12.16.3 Recent Developments
12.16.4 MnM View
12.17 Tvbeat
12.17.1 Business Overview
12.17.2 Platforms Offered
12.17.3 MnM View
12.18 Alphonso
12.18.1 Business Overview
12.18.2 Platforms Offered
12.18.3 Recent Developments
SWOT Analysis
12.18.4 MnM View
12.19 Tvsquared
12.19.1 Business Overview
12.19.2 Platforms Offered
12.19.3 Recent Developments
12.19.4 MnM View
12.20 Blix
12.20.1 Business Overview
12.20.2 Platforms Offered
12.21 H-Tech
12.21.1 Business Overview
12.21.2 Platforms Offered
12.22 DC Analytics
12.22.1 Business Overview
12.22.2 Platforms Offered
12.22.3 Recent Developments
12.22.4 SWOT Analysis
12.22.5 MnM View
12.23 Amobee
12.23.1 Business Overview
12.23.2 Platforms Offered
12.23.3 Recent Developments
12.23.4 MnM View
12.24 Sambatv
12.24.1 Business Overview
12.24.2 Platforms Offered
12.24.3 Recent Developments
12.24.4 MnM View
12.25 Analyticowl
12.25.1 Business Overview
12.25.2 Platforms Offered
12.25.3 Recent Developments

13 Appendix
13.1 Discussion Guide
13.2 Knowledge Store: Marketsandmarkets’ Subscription Portal
13.3 Introducing RT: Real-Time Market Intelligence
13.4 Available Customizations
13.5 Related Reports
13.6 Author Details

List of Tables

Table 1 United States Dollar Exchange Rate, 2014–2016
Table 2 TV Analytics Market Size and Growth Rate, 2016–2023 (USD Million, Y-O-Y %)
Table 3 Market Size, By Type, 2016–2023 (USD Million)
Table 4 Cable Tv: Market Size, By Region, 2016–2023 (USD Million)
Table 5 Satellite Tv: Market Size, By Region, 2016–2023 (USD Million)
Table 6 Internet Protocol Television: Market Size, By Region, 2016–2023 (USD Million)
Table 7 Over the Top: Market Size, By Region, 2016–2023 (USD Million)
Table 8 TV Analytics Market Size, By Component, 2016–2023 (USD Million)
Table 9 Software: Market Size, By Region, 2016–2023 (USD Million)
Table 10 Services: Market Size, By Type, 2016–2023 (USD Million)
Table 11 Services: Market Size, By Region, 2016–2023 (USD Million)
Table 12 Managed Services Market Size, By Region, 2016–2023 (USD Million)
Table 13 Professional Services Market Size, By Type, 2016–2023 (USD Million)
Table 14 Professional Services Market Size, By Region, 2016–2023 (USD Million)
Table 15 Support and Maintenance Market Size, By Region, 2016–2023 (USD Million)
Table 16 Consulting Market Size, By Region, 2016–2023 (USD Million)
Table 17 TV Analytics Market Size, By Application, 2016–2023 (USD Million)
Table 18 Competitive Intelligence: Market Size, By Region, 2016–2023 (USD Million)
Table 19 Churn Prevention and Behavior Analysis: Market Size, By Region, 2016–2023 (USD Million)
Table 20 Customer Lifetime Management: Market Size, By Region, 2016–2023 (USD Million)
Table 21 Campaign Management: Market Size, By Region, 2016–2023 (USD Million)
Table 22 Content Development: Market Size, By Region, 2016–2023 (USD Million)
Table 23 Audience Forecasting: Market Size, By Region, 2016–2023 (USD Million)
Table 24 Others: Market Size, By Region, 2016–2023 (USD Million)
Table 25 Market Size, By Deployment Model, 2016–2023 (USD Million)
Table 26 On-Premises: Market Size, By Region, 2016–2023 (USD Million)
Table 27 Cloud: Market Size, By Region, 2016–2023 (USD Million)
Table 28 Market Size, By Region, 2016–2023 (USD Million)
Table 29 North America: TV Analytics Market Size, By Country, 2016–2023 (USD Million)
Table 30 North America: Market Size, By Type, 2016–2023 (USD Million)
Table 31 North America: Market Size, By Component, 2016–2023 (USD Million)
Table 32 North America: Market Size, By Service, 2016–2023 (USD Million)
Table 33 North America: Market Size, By Professional Service, 2016–2023 (USD Million)
Table 34 North America: Market Size, By Application, 2016–2023 (USD Million)
Table 35 North America: Market Size, By Deployment Model, 2016–2023 (USD Million)
Table 36 Europe: TV Analytics Market Size, By Country, 2016–2023 (USD Million)
Table 37 Europe: Market Size, By Type, 2016–2023 (USD Million)
Table 38 Europe: Market Size, By Component, 2016–2023 (USD Million)
Table 39 Europe: Market Size, By Service, 2016–2023 (USD Million)
Table 40 Europe: Market Size, By Professional Service, 2016–2023 (USD Million)
Table 41 Europe: Market Size, By Application, 2016–2023 (USD Million)
Table 42 Europe: Market Size, By Deployment Model, 2016–2023 (USD Million)
Table 43 Asia Pacific: TV Analytics Market Size, By Country, 2016–2023 (USD Million)
Table 44 Asia Pacific: Market Size, By Type, 2016–2023 (USD Million)
Table 45 Asia Pacific: Market Size, By Component, 2016–2023 (USD Million)
Table 46 Asia Pacific: Market Size, By Service, 2016–2023 (USD Million)
Table 47 Asia Pacific: Market Size, By Professional Service, 2016–2023 (USD Million)
Table 48 Asia Pacific: Market Size, By Application, 2016–2023 (USD Million)
Table 49 Latin America: TV Analytics Market Size, By Country, 2016–2023 (USD Million)
Table 50 Latin America: Market Size, By Type, 2016–2023 (USD Million)
Table 51 Latin America: Market Size, By Component, 2016–2023 (USD Million)
Table 52 Latin America: Market Size, By Service, 2016–2023 (USD Million)
Table 53 Latin America: Market Size, By Professional Service, 2016–2023 (USD Million)
Table 54 Latin America: Market Size, By Application, 2016–2023 (USD Million)
Table 55 Latin America: Market Size, By Deployment Model, 2016–2023 (USD Million)
Table 56 Middle East and Africa: TV Analytics Market Size, By Sub-Region, 2016–2023 (USD Million)
Table 57 Middle East and Africa: Market Size, By Type, 2016–2023 (USD Million)
Table 58 Middle East and Africa: Market Size, By Component, 2016–2023 (USD Million)
Table 59 Middle East and Africa: Market Size, By Services, 2016–2023 (USD Million)
Table 60 Middle East and Africa: Market Size, By Professional Service, 2016–2023 (USD Million)
Table 61 Middle East and Africa: Market Size, By Application, 2016–2023 (USD Million)
Table 62 Middle East and Africa: Market Size, By Deployment Model, 2016–2023 (USD Million)
Table 63 New Product Launches and Enhancements, 2017–2018
Table 64 Partnerships, Collaborations, and Agreements, 2017–2018
Table 65 Mergers and Acquisitions, 2016–2018

List of Figures

Figure 1 TV Analytics Market: Market Segmentation
Figure 2 Regional Scope
Figure 3 Market: Research Design
Figure 4 Breakup of Primary Interviews: By Company, Designation, and Region
Figure 5 Data Triangulation
Figure 6 Market: Bottom-Up Approach
Figure 7 Market: Top-Down Approach
Figure 8 Market: Assumptions
Figure 9 Market, Top 3 Segments, 2018
Figure 10 Market, By Deployment Type, 2018
Figure 11 Growing Social Media and Social Advertising is Expected to Be A Major Growth Factor for the TV Analytics Market
Figure 12 Services Segment is Expected to Grow at A Higher CAGR in the Market During the Forecast Period
Figure 13 Asia Pacific is Expected to Grow at the Highest CAGR During the Forecast Period
Figure 14 Churn Prevention and Behavior Analysis Application and North America are Estimated to Hold the Highest Market Shares in 2018
Figure 15 Market: Drivers, Restraints, Opportunities, and Challenges
Figure 16 Over-The-Top (OTT) Type is Expected to Hold the Largest Market Size During the Forecast Period
Figure 17 Services Segment is Expected to Grow at A Higher CAGR During the Forecast Period
Figure 18 Managed Services Segment is Expected to Grow at A Higher CAGR During the Forecast Period
Figure 19 Consulting Services Segment is Expected to Account for the Larger Market Size By 2023
Figure 20 Churn Prevention and Behavior Analysis Segment is Expected to Grow at the Highest CAGR During the Forecast Period
Figure 21 Cloud Deployment Model is Expected to Hold A Larger Market Size During the Forecast Period
Figure 22 Asia Pacific is Expected to Grow at the Highest CAGR During the Forecast Period
Figure 23 North America: Market Snapshot
Figure 24 Asia Pacific: Market Snapshot
Figure 25 Key Developments By the Leading Players in the TV Analytics Market During 2017–2018
Figure 26 Google Led the Market in 2017–2018
Figure 27 IBM: Company Snapshot
Figure 28 SWOT Analysis: IBM
Figure 29 SWOT Analysis: Google
Figure 30 Nielsen: Company Snapshot
Figure 31 SWOT Analysis: Nielsen
Figure 32 Edgeware Ab: Company Snapshot

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