TV Analytics Market Projected to reach $4.2 billion by 2023 | Key players include IBM, DC Analytics, Google, Nielsen and Alphonso

According to recent research "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", 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 key factors driving the TV analytics market include the rising business competition and the growth of social media and social advertising.

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The Over the Top (OTT) segment constituted the largest market share in 2018

OTT platforms, coupled with technology, have made the digital video content available on-demand anywhere, at any time through paid subscription. With the increasing internet penetration and smartphone proliferation, OTT subscription accounts have witnessed a high growth. OTT platform developers use advanced analytics to gauge consumers’ viewing behaviors and curate their programs specifically. Hence, the OTT segment is expected to continue to garner the largest revenue during the forecast period.

The services segment is expected to grow at a higher CAGR during the forecast period

The TV analytics market by component has been segmented into software and services. Professional services and managed services help enterprises in maintaining successful audience relationships by continuously understanding their preferences and recommending the content of their choice. Additionally, the services also assist enterprises in maximizing their resource usage, effectively executing projects, and streamlining business operations. The need for services, such as support and maintenance, would also grow, as the adoption of TV analytics software increases.

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The content development segment is expected to maintain the leading position in terms of revenue generation during the forecast period

The TV analytics solutions and services guide media and entertainment companies in segmenting their customer base and plan, strategize, implement, and supervise campaigns in a more efficient way. The more the TV becomes digital and smarter, it is expected to generate an increasing amount of data, which is expected to shape the future of the media and entertainment industry vertical. Furthermore, with time, the viewing preferences have transformed immensely; however, personalized key genres, such as entertainment, kids, and sports, have remained a constant in driving the market for content development during the forecast period.

North America is expected to account for the largest market size during the forecast period

North America is expected to account for the largest market size in the overall TV analytics market during the forecast period. The significant presence of tech-savvy population, deeper internet penetration, and enhanced connectivity have boosted the usage of OTT and Internet Protocol TV (IPTV) platforms. The presence of a majority of TV analytics vendors, as well as, the widespread awareness about these solutions would continue to constitute to the region’s largest market share during the forecast period.

The TV analytics market comprises major solution providers, such as IBM (US), Google (US), The Nielsen Company (UK), Zapr Media Labs (India), Alphonso Inc.(US), TVSQUARED (Scotland), Amobee, Inc. (US), 605 (US), Clarivoy (US), TVbeat (UK), BLIX (Australia), H-Tech (Bulgaria), DC Analytics (Germany), SambaTV (US), AnalyticOwl (US), Edgeware AB (Sweden), 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 an in-depth competitive analysis of the key players in the TV analytics market, along with their company profiles, recent developments, and key market strategies.

IBM’s products are tailored and catered to a wide range of business applications, including customer retention, cross-sell and upsell, distribution optimization, claims optimization and fraud prevention, underwriting optimization, financial performance management, and risk management and compliance. The company has adopted organic and inorganic growth strategies to improve its market share and increase its annual revenue. It strengthens its product portfolio through frequent product upgradations and new product launches. It has a strong global presence and continues to strengthen its regional existence through frequent business expansions. Furthermore, it leverages the benefits of its extensive partner channels, such as technology partnerships, consultancies, sales, and distribution partnerships. In January 2016, it acquired Ustream to offer cloud-based live video streaming services to its clients. Following this acquisition, IBM successfully strengthened its video service offerings and offered open API development, and digital and video analytics across global industries.

DC Analytics was founded in 2010 and is headquartered in Berlin, Germany, with successful established international offices in London, Paris, Bangalore, Gurgaon, Cape Town, Wroclaw, New York, and Munich. It has been improving its TV attribution tool. The company has been successfully operating and delivering results to its clients, globally. It has been significantly expanding its presence, which is clearly seen through its increasing global presence from its headquarters in Berlin to 8 more international countries. In June 2016, DC Analytics acquired 1SDK, a provider of Indian mobile marketing platform. This acquisition has enabled the platform to measure the success of mobile campaigns based on datasets for delivering improved marketing performance. Recently, in July 2018, it revamped its brand identity to evolve with the ever-growing media and entertainment industry. The company has introduced a new logo as a part of its re-branding activity for representing a new method of working in a more agile, modular, and flexible way.

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