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テレビ解析市場:テレビ配信タイプ毎(ケーブルテレビ、衛星テレビ・DTH、IPテレビ、オーバーザトップ・OTT)、用途毎(顧客ライフサイクル管理、コンテンツ開発、競争企業情報、キャンペーン管理) - 2023年までの世界市場予測

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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MarketsandMarkets
マーケッツアンドマーケッツ
2018年10月US$5,650
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幅広い市場に関する調査レポートを出版しているマーケッツアンドマーケッツ(MarketsandMarkets)のテレビ解析市場に関する調査レポートです。

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 HotStar, 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), SambaTV (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 subsegments. 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.



目次

1 INTRODUCTION 17
1.1 OBJECTIVES OF THE STUDY 17
1.2 MARKET DEFINITION 17
1.3 MARKET SCOPE 18
1.3.1 REGIONS COVERED 19
1.4 YEARS CONSIDERED FOR THE STUDY 19
1.5 CURRENCY 20
1.6 STAKEHOLDERS 20

2 RESEARCH METHODOLOGY 21
2.1 RESEARCH DATA 21
2.1.1 SECONDARY DATA 22
2.1.2 PRIMARY DATA 22
2.1.2.1 Breakup of primaries 23
2.1.2.2 Key industry insights 23
2.1.2.3 Market breakup and data triangulation 24
2.2 MARKET SIZE ESTIMATION 25
2.3 RESEARCH ASSUMPTIONS 27
2.4 LIMITATIONS 27

3 EXECUTIVE SUMMARY 28

4 PREMIUM INSIGHTS 31
4.1 ATTRACTIVE MARKET OPPORTUNITIES IN THE TV ANALYTICS MARKET 31
4.2 TV ANALYTICS MARKET, BY COMPONENT 31
4.3 TV ANALYTICS MARKET, BY REGION 32
4.4 TV ANALYTICS MARKET: TOP 3 APPLICATIONS AND REGIONS 32

5 MARKET OVERVIEW 33
5.1 INTRODUCTION 33
5.1.1 DRIVERS 34
5.1.1.1 Intensifying business competition 34
5.1.1.2 Growth of social media and social advertising 34
5.1.2 RESTRAINTS 34
5.1.2.1 Lack of digital infrastructure 34
5.1.3 OPPORTUNITIES 35
5.1.3.1 To gain insights from raw data to improve advertising efficiency 35
5.1.3.2 Advancements in emerging technologies could support the market growth 35
5.1.4 CHALLENGES 35
5.1.4.1 Lack of skilled personnel 35
5.2 INDUSTRY TRENDS 36
5.2.1 TV ANALYTICS: USE CASES 36
5.2.1.1 USE CASE #1: Need to optimize media spend to drive sales 36
5.2.1.2 USE CASE #2: Measure the impact of campaign on business KPIs 36
5.2.1.3 Use case #3: Need to reach audience in remote regions 37
5.2.2 TV ANALYTICS: EVOLUTION 37
5.2.3 REGULATIONS 38
5.2.3.1 European Union General Data Protection Regulation (GDPR) 38

6 TV ANALYTICS MARKET, BY TV TRANSMISSION TYPE 39
6.1 INTRODUCTION 40
6.2 CABLE TV 41
6.2.1 COMPETITION FROM OTT AND DTH SERVICE PROVIDERS TO DRIVE THE TV ANALYTICS MARKET 41
6.3 SATELLITE TV/DIRECT-TO-HOME 41
6.3.1 INCREASING DEMAND FOR MANAGING CUSTOMER LIFETIME AND REDUCING CUSTOMER CHURN SUBSTANTIALLY TO DRIVE THE TV ANALYTICS MARKET 41
6.4 INTERNET PROTOCOL TELEVISION 42
6.4.1 PRICING STRATEGIES AND AGILITY OF RECOMMENDATION ENGINES TO SPUR THE DEMAND FOR TV ANALYTICS 42
6.5 OVER-THE-TOP 43
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 43

7 TV ANALYTICS MARKET, BY COMPONENT 45
7.1 INTRODUCTION 46
7.2 SOFTWARE 47
7.2.1 INCREASING DEMAND FOR CROSS-PLATFORM MEDIA TO TRACK AUDIENCE BEHAVIOR EXPECTED TO INCREASE THE DEMAND FOR TV ANALYTICS SOFTWARE 47
7.3 SERVICES 47
7.3.1 MANAGED SERVICES 49
7.3.1.1 Organizations outsource services to gain cost advantages and provide clients on time delivery 49
7.3.2 PROFESSIONAL SERVICES 49
7.3.2.1 Support and maintenance 51
7.3.2.1.1 The initial need of support and maintenance during pre-installation and post installation triggers the growth of support and maintenance services 51
7.3.2.2 Consulting 52
7.3.2.2.1 Consulting services in the TV analytics market is poised to grow at a steady speed, as enterprises are realizing the significance of analytics in their service. 52

8 TV ANALYTICS MARKET, BY APPLICATION 53
8.1 INTRODUCTION 54
8.2 COMPETITIVE INTELLIGENCE 55
8.2.1 INTENSIFYING COMPETITION COUPLED WITH DYNAMIC AUDIENCE DEMANDS TO DRIVE THE DEMAND FOR COMPETITIVE INTELLIGENCE 55
8.3 CHURN PREVENTION AND BEHAVIOR ANALYSIS 55
8.3.1 NEED FOR OPTIMIZING MEDIA SCHEDULE AND RETAINING AUDIENCE TO DRIVE THE DEMAND FOR CHURN PREVENTION AND BEHAVIOR ANALYSIS APPLICATION 55
8.4 CUSTOMER LIFETIME MANAGEMENT 56
8.4.1 FOCUS ON IMPROVING CUSTOMER RELATIONSHIP TO HELP THE GROWTH OF CUSTOMER LIFETIME MANAGEMENT APPLICATION 56
8.5 CAMPAIGN MANAGEMENT 57
8.5.1 EMERGING NEED TO ENGAGE AUDIENCE FOR A LONGER PERIOD TO IMPROVE THE DEMAND FOR CAMPAIGN MANAGEMENT APPLICATION 57
8.6 CONTENT DEVELOPMENT 58
8.6.1 CHANGING CONTENT CONSUMPTION BEHAVIOR TO DRIVE THE DEMAND FOR CONTENT DEVELOPMENT APPLICATION WORLDWIDE 58
8.7 AUDIENCE FORECASTING 58
8.7.1 AUDIENCE FORECASTING TO HAVE A KEY ROLE IN MAKING INVESTMENT DECISIONS TO DRIVE ITS DEMAND 58
8.8 OTHERS 59
8.8.1 IMPACT OF BRANDS ON AUDIENCE IS A KEY FACTOR DRIVING BUSINESS CONTINUITY 59

9 TV ANALYTICS MARKET, BY DEPLOYMENT MODEL 60
9.1 INTRODUCTION 61
9.2 ON-PREMISES 62
9.2.1 PROMINENCE OF CABLE TV TO DRIVE ON-PREMISES DEPLOYMENT OF TV ANALYTICS 62
9.3 CLOUD 63
9.3.1 FOCUS ON IMPROVED AGILITY AND ROI IS THE DRIVING FACTOR FOR CLOUD ADOPTION 63
-
10 TV ANALYTICS MARKET, BY REGION 64
10.1 INTRODUCTION 65
10.2 NORTH AMERICA 66
10.2.1 UNITED STATES 67
10.2.1.1 US accounted for the largest market size in the TV Analytics market in North America 67
10.2.2 CANADA 67
10.2.2.1 Canada is expected to witness the highest growth rate in the TV analytics market in North America 67
10.3 EUROPE 70
10.3.1 UNITED KINGDOM 71
10.3.1.1 OTT trends in UK has witnessed a rapid growth due to the proliferation of smartphones and smart TVs. 71
10.3.2 GERMANY 71
10.3.2.1 Germany is expected to witness the highest growth rate in the TV analytics market in Europe 71
10.3.3 REST OF EUROPE 71
10.4 ASIA PACIFIC 74
10.4.1 CHINA 76
10.4.1.1 Emergence of mobile technologies, cloud computing, and increased automation have bolstered the penetration of TV analytics solutions in China 76
10.4.2 INDIA 76
10.4.2.1 Indian market being highly fragmented offers unprecedented opportunities for TV analytics vendors in the country. 76
10.4.3 SINGAPORE 77
10.4.3.1 The growing market for OTT in Singapore is expected to trigger the growth of TV analytics market. 77
10.4.4 AUSTRALIA AND NEW ZEALAND 77
10.4.4.1 Smartphone penetration and increase demand of Video-on-Demand (VOD) services are propelling the growth of TV Analytics market. 77
10.4.5 REST OF ASIA PACIFIC 77
10.5 LATIN AMERICA 80
10.5.1 BRAZIL 81
10.5.1.1 Brazil accounted for the largest market size in the TV analytics market in Latin America 81
10.5.2 ARGENTINA 81
10.5.2.1 Argentina is expected to witness the highest growth rate in the TV analytics market in Latin America 81
10.5.3 REST OF LATIN AMERICA 81
10.6 MIDDLE EAST AND AFRICA 84
10.6.1 MIDDLE EAST 84
10.6.1.1 The growing interest in the global content is expected to open opportunities for global OTT players and other streaming service providers eventually driving the need for TV analytics in the Middle East. 84
10.6.2 AFRICA 85
10.6.2.1 Affordable internet access coupled with rise in digital contents with personalized experience are major driving factors for the adoption of TV analytics in Africa. 85

11 COMPETITIVE LANDSCAPE 88
11.1 OVERVIEW 88
11.2 MARKET RANKING 89
11.3 COMPETITIVE SCENARIO 89
11.3.1 NEW PRODUCT LAUNCHES AND ENHANCEMENTS 89
11.3.2 PARTNERSHIPS, COLLABORATIONS, AND AGREEMENTS 90
11.3.3 MERGERS AND ACQUISITIONS 91

12 COMPANY PROFILES 92
(Business overview, Solutions offered, Recent Developments, SWOT analysis, MNM view)*
12.1 IBM 92
12.2 GOOGLE 95
12.3 NIELSEN 97
12.4 DC ANALYTICS 100
12.5 ALPHONSO 102
12.6 EDGEWARE AB 104
12.7 SAMBATV 106
12.8 AMOBEE 108
12.9 CLARIVOY 110
12.10 REALYTICS 111
12.11 TVSQUARED 112
12.12 SORENSON MEDIA 113
12.13 TVBEAT 114
12.14 FOURTHWALL MEDIA 115
12.15 PARROT ANALYTICS 116
12.16 ISPOT.TV 117
12.17 ADMO.TV 118
12.18 CONVIVA 119
12.19 IQ MEDIA 120
12.20 BRIGHTLINE 121
12.21 ZAPR MEDIA LABS 122
12.22 605 123
12.23 ANALYTICOWL 124
12.24 BLIX 125
12.25 H-TECH 126
*Details on Business overview, Solutions offered, Recent Developments, SWOT analysis, MNM view might not be captured in case of unlisted companies.

13 APPENDIX 127
13.1 DISCUSSION GUIDE 127
13.2 KNOWLEDGE STORE: MARKETSANDMARKETS’  SUBSCRIPTION PORTAL 131
13.3 AVAILABLE CUSTOMIZATIONS 133
13.4 RELATED REPORTS 133
13.5 AUTHOR DETAILS 134

 

LIST OF TABLES

TABLE 1 UNITED STATES DOLLAR EXCHANGE RATE, 2015-2017 20
TABLE 2 TV ANALYTICS MARKET SIZE AND GROWTH RATE,
2016-2023 (USD MILLION, Y-O-Y %) 29
TABLE 3 TV ANALYTICS MARKET SIZE, BY TV TRANSMISSION TYPE,
2016-2023 (USD MILLION) 40
TABLE 4 CABLE TV: TV ANALYTICS MARKET SIZE, BY REGION, 2016-2023 (USD MILLION) 41
TABLE 5 SATELLITE TV: TV ANALYTICS MARKET SIZE, BY REGION,
2016-2023 (USD MILLION) 42
TABLE 6 INTERNET PROTOCOL TELEVISION: TV ANALYTICS MARKET SIZE,
BY REGION,  2016-2023 (USD MILLION) 42
TABLE 7 OVER THE TOP: TV ANALYTICS MARKET SIZE, BY REGION,
2016-2023 (USD MILLION) 44
TABLE 8 TV ANALYTICS MARKET SIZE, BY COMPONENT, 2016-2023 (USD MILLION) 46
TABLE 9 SOFTWARE: TV ANALYTICS MARKET SIZE, BY REGION, 2016-2023 (USD MILLION) 47
TABLE 10 SERVICES: TV ANALYTICS MARKET SIZE, BY TYPE, 2016-2023 (USD MILLION) 48
TABLE 11 SERVICES: TV ANALYTICS MARKET SIZE, BY REGION, 2016-2023 (USD MILLION) 48
TABLE 12 MANAGED SERVICES MARKET SIZE, BY REGION, 2016-2023 (USD MILLION) 49
TABLE 13 PROFESSIONAL SERVICES MARKET SIZE, BY TYPE, 2016-2023 (USD MILLION) 50
TABLE 14 PROFESSIONAL SERVICES MARKET SIZE, BY REGION, 2016-2023 (USD MILLION) 50
TABLE 15 SUPPORT AND MAINTENANCE MARKET SIZE, BY REGION,
2016-2023 (USD MILLION) 51
TABLE 16 CONSULTING MARKET SIZE, BY REGION, 2016-2023 (USD MILLION) 52
TABLE 17 TV ANALYTICS MARKET SIZE, BY APPLICATION, 2016-2023 (USD MILLION) 54
TABLE 18 COMPETITIVE INTELLIGENCE: TV ANALYTICS MARKET SIZE, BY REGION, 
2016-2023 (USD MILLION) 55
TABLE 19 CHURN PREVENTION AND BEHAVIOR ANALYSIS: TV ANALYTICS MARKET SIZE,
BY REGION, 2016-2023 (USD MILLION) 56
TABLE 20 CUSTOMER LIFETIME MANAGEMENT: TV ANALYTICS MARKET SIZE, BY REGION,  2016-2023 (USD MILLION) 57
TABLE 21 CAMPAIGN MANAGEMENT: TV ANALYTICS MARKET SIZE, BY REGION, 
2016-2023 (USD MILLION) 57
TABLE 22 CONTENT DEVELOPMENT: TV ANALYTICS MARKET SIZE, BY REGION, 
2016-2023 (USD MILLION) 58
TABLE 23 AUDIENCE FORECASTING: TV ANALYTICS MARKET SIZE, BY REGION, 
2016-2023 (USD MILLION) 59
TABLE 24 OTHERS: TV ANALYTICS MARKET SIZE, BY REGION, 2016-2023 (USD MILLION) 59
TABLE 25 TV ANALYTICS MARKET SIZE, BY DEPLOYMENT MODEL,
2016-2023 (USD MILLION) 61
TABLE 26 ON-PREMISES: TV ANALYTICS MARKET SIZE, BY REGION,
2016-2023 (USD MILLION) 62
TABLE 27 CLOUD: TV ANALYTICS MARKET SIZE, BY REGION, 2016-2023 (USD MILLION) 63
TABLE 28 TV ANALYTICS MARKET SIZE, BY REGION, 2016-2023 (USD MILLION) 65
TABLE 29 NORTH AMERICA: TV ANALYTICS MARKET SIZE, BY COUNTRY,
2016-2023 (USD MILLION) 67
TABLE 30 NORTH AMERICA: TV ANALYTICS MARKET SIZE, BY TV TRANSMISSION TYPE,  2016-2023 (USD MILLION) 68
TABLE 31 NORTH AMERICA: TV ANALYTICS MARKET SIZE, BY COMPONENT, 
2016-2023 (USD MILLION) 68
TABLE 32 NORTH AMERICA: TV ANALYTICS MARKET SIZE, BY SERVICE,
2016-2023 (USD MILLION) 68
TABLE 33 NORTH AMERICA: TV ANALYTICS MARKET SIZE, BY PROFESSIONAL SERVICE,  2016-2023 (USD MILLION) 69
TABLE 34 NORTH AMERICA: TV ANALYTICS MARKET SIZE, BY APPLICATION, 
2016-2023 (USD MILLION) 69
TABLE 35 NORTH AMERICA: TV ANALYTICS MARKET SIZE, BY DEPLOYMENT MODEL, 
2016-2023 (USD MILLION) 70
TABLE 36 EUROPE: TV ANALYTICS MARKET SIZE, BY COUNTRY, 2016-2023 (USD MILLION) 71
TABLE 37 EUROPE: TV ANALYTICS MARKET SIZE, BY TV TRANSMISSION TYPE, 
2016-2023 (USD MILLION) 72
TABLE 38 EUROPE: TV ANALYTICS MARKET SIZE, BY COMPONENT,
2016-2023 (USD MILLION) 72
TABLE 39 EUROPE: TV ANALYTICS MARKET SIZE, BY SERVICE, 2016-2023 (USD MILLION) 72
TABLE 40 EUROPE: TV ANALYTICS MARKET SIZE, BY PROFESSIONAL SERVICE, 
2016-2023 (USD MILLION) 73
TABLE 41 EUROPE: TV ANALYTICS MARKET SIZE, BY APPLICATION,
2016-2023 (USD MILLION) 73
TABLE 42 EUROPE: TV ANALYTICS MARKET SIZE, BY DEPLOYMENT MODEL, 
2016-2023 (USD MILLION) 74
TABLE 43 ASIA PACIFIC: TV ANALYTICS MARKET SIZE, BY COUNTRY,
2016-2023 (USD MILLION) 75
TABLE 44 ASIA PACIFIC: TV ANALYTICS MARKET SIZE, BY TYPE, 2016-2023 (USD MILLION) 78
TABLE 45 ASIA PACIFIC: TV ANALYTICS MARKET SIZE, BY COMPONENT,
2016-2023 (USD MILLION) 78
TABLE 46 ASIA PACIFIC: TV ANALYTICS MARKET SIZE, BY SERVICE,
2016-2023 (USD MILLION) 78
TABLE 47 ASIA PACIFIC: TV ANALYTICS MARKET SIZE, BY PROFESSIONAL SERVICE, 
2016-2023 (USD MILLION) 79
TABLE 48 ASIA PACIFIC: TV ANALYTICS MARKET SIZE, BY APPLICATION,
2016-2023 (USD MILLION) 79
TABLE 49 ASIA PACIFIC: TV ANALYTICS MARKET SIZE, BY DEPLOYMENT MODEL, 
2016-2023 (USD MILLION) 80
TABLE 50 LATIN AMERICA: TV ANALYTICS MARKET SIZE, BY COUNTRY,
2016-2023 (USD MILLION) 80
TABLE 51 LATIN AMERICA: TV ANALYTICS MARKET SIZE, BY TV TRANSMISSION TYPE, 
2016-2023 (USD MILLION) 81
TABLE 52 LATIN AMERICA: TV ANALYTICS MARKET SIZE, BY COMPONENT, 
2016-2023 (USD MILLION) 82
TABLE 53 LATIN AMERICA: TV ANALYTICS MARKET SIZE, BY SERVICE,
2016-2023 (USD MILLION) 82
TABLE 54 LATIN AMERICA: TV ANALYTICS MARKET SIZE, BY PROFESSIONAL SERVICE, 
2016-2023 (USD MILLION) 82
TABLE 55 LATIN AMERICA: TV ANALYTICS MARKET SIZE, BY APPLICATION, 
2016-2023 (USD MILLION) 83
TABLE 56 LATIN AMERICA: TV ANALYTICS MARKET SIZE, BY DEPLOYMENT MODEL, 
2016-2023 (USD MILLION) 83
TABLE 57 MIDDLE EAST AND AFRICA: TV ANALYTICS MARKET SIZE, BY SUB-REGION, 
2016-2023 (USD MILLION) 84
TABLE 58 BY TRANSMISSION TYPE, 2016-2023 (USD MILLION) 85
TABLE 59 MIDDLE EAST AND AFRICA: TV ANALYTICS MARKET SIZE, BY COMPONENT, 
2016-2023 (USD MILLION) 85
TABLE 60 MIDDLE EAST AND AFRICA: TV ANALYTICS MARKET SIZE, BY SERVICES, 
2016-2023 (USD MILLION) 86
TABLE 61 MIDDLE EAST AND AFRICA: TV ANALYTICS MARKET SIZE, BY PROFESSIONAL SERVICE, 2016-2023 (USD MILLION) 86
TABLE 62 MIDDLE EAST AND AFRICA: TV ANALYTICS MARKET SIZE, BY APPLICATION, 
2016-2023 (USD MILLION) 87
TABLE 63 MIDDLE EAST AND AFRICA: TV ANALYTICS MARKET SIZE, BY DEPLOYMENT MODEL,  2016-2023 (USD MILLION) 87
TABLE 64 NEW PRODUCT LAUNCHES AND ENHANCEMENTS, 2017-2018 89
TABLE 65 PARTNERSHIPS, COLLABORATIONS, AND AGREEMENTS, 2017-2018 90
TABLE 66 MERGERS AND ACQUISITIONS, 2016-2018 91

 

LIST OF FIGURES

FIGURE 1 TV ANALYTICS MARKET: RESEARCH DESIGN 21
FIGURE 2 TV ANALYTICS MARKET: BOTTOM-UP APPROACH 25
FIGURE 3 TV ANALYTICS MARKET: TOP-DOWN APPROACH 26
FIGURE 4 TV ANALYTICS MARKET: ASSUMPTIONS 27
FIGURE 5 TV ANALYTICS MARKET, TOP 3 SEGMENTS, 2018 29
FIGURE 6 TV ANALYTICS MARKET, BY DEPLOYMENT MODEL, 2018 30
FIGURE 7 GROWING SOCIAL MEDIA AND SOCIAL ADVERTISING IS EXPECTED TO BE A MAJOR GROWTH FACTOR FOR THE TV ANALYTICS MARKET 31
FIGURE 8 SERVICES SEGMENT IS EXPECTED TO GROW AT A HIGHER CAGR IN THE TV ANALYTICS MARKET DURING THE FORECAST PERIOD 31
FIGURE 9 ASIA PACIFIC IS EXPECTED TO GROW AT THE HIGHEST CAGR DURING  THE FORECAST PERIOD 32
FIGURE 10 CHURN PREVENTION AND BEHAVIOUR ANALYSIS APPLICATION AND NORTH AMERICA ARE ESTIMATED TO HOLD THE HIGHEST MARKET SHARES IN 2018 32
FIGURE 11 TV ANALYTICS MARKET: DRIVERS, RESTRAINTS, OPPORTUNITIES, 
AND CHALLENGES 33
FIGURE 12 OVER-THE-TOP (OTT) TV TRANSMISSION TYPE IS EXPECTED TO HOLD THE LARGEST MARKET SIZE DURING THE FORECAST PERIOD 40
FIGURE 13 MONTHLY OTT HOURS VIEWED PER HOUSEHOLD 43
FIGURE 14 SERVICES SEGMENT IS EXPECTED TO GROW AT A HIGHER CAGR DURING THE FORECAST PERIOD 46
FIGURE 15 MANAGED SERVICES SEGMENT IS EXPECTED TO GROW AT A HIGHER CAGR DURING THE FORECAST PERIOD 48
FIGURE 16 CONSULTING SERVICES SEGMENT IS EXPECTED TO ACCOUNT FOR THE LARGER MARKET SIZE BY 2023 50
FIGURE 17 CHURN PREVENTION AND BEHAVIOR ANALYSIS SEGMENT IS EXPECTED TO GROW AT THE HIGHEST CAGR DURING THE FORECAST PERIOD 54
FIGURE 18 CLOUD DEPLOYMENT MODEL IS EXPECTED TO HOLD A LARGER MARKET SIZE DURING THE FORECAST PERIOD 61
FIGURE 19 ASIA PACIFIC IS EXPECTED TO GROW AT THE HIGHEST CAGR DURING THE FORECAST PERIOD 65
FIGURE 20 NORTH AMERICA: MARKET SNAPSHOT 66
FIGURE 21 ASIA PACIFIC: MARKET SNAPSHOT 75
FIGURE 22 BROADCASTING AND CABLE SERVICES, INDIA 76
FIGURE 23 INDIAN SUBSCRIBERS IN MILLIONS 77
FIGURE 24 KEY DEVELOPMENTS BY THE LEADING PLAYERS IN THE TV ANALYTICS MARKET DURING 2017-2018 88
FIGURE 25 GOOGLE LED THE TV ANALYTICS MARKET IN 2017-2018 89
FIGURE 26 IBM: COMPANY SNAPSHOT 92
FIGURE 27 SWOT ANALYSIS: IBM 93
FIGURE 28 SWOT ANALYSIS: GOOGLE 96
FIGURE 29 NIELSEN: COMPANY SNAPSHOT 97
FIGURE 30 SWOT ANALYSIS: NIELSEN 98
FIGURE 31 SWOT ANALYSIS: DC ANALYTICS 101
FIGURE 32 SWOT ANALYSIS: ALPHONSO 103
FIGURE 33 EDGEWARE AB: COMPANY SNAPSHOT 104

 

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プレスリリース

[プレスリリース原文]

TV Analytics Market worth $4.2 billion by 2023

 

October 31, 2018

The report "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.

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.

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.

 

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