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市場調查報告書
商品編碼
1404536

受眾分析：市場佔有率分析、產業趨勢/統計、成長預測，2024-2029

Audience Analytics - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts 2024 - 2029
出版日期: | 出版商: Mordor Intelligence | 英文 102 Pages | 商品交期: 2-3個工作天內

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簡介目錄

受眾分析市場規模預計到 2024 年為 50.4 億美元，預計到 2029 年將達到 101.2 億美元，在預測期內（2024-2029 年）複合年成長率為 12.10%。

受眾分析-市場-IMG1

主要亮點

  • 受眾分析可幫助企業更了解現有和潛在客戶，以改善行銷策略、客戶體驗和品牌知名度。
  • 企業可以使用受眾分析來獲取有關消費群的重要見解並更好地了解其客戶，以便創建更具吸引力的內容。受眾分析還可以幫助您獲取新客戶並保持客戶忠誠度。
  • 近年來，個人化市場出現了巨大的開拓需求。客戶對滿足他們的要求和選擇的個人化方法感到高興。它有助於建立品牌忠誠度。
  • 全球電子商務活動正在迅速增加，用戶對數位平台的參與度也不斷增加。由於公司越來越注重從受眾參與度中獲取洞察，因此各行業擴大使用受眾分析。
  • 然而，處理分析資料時存在許多複雜情況。如果分析中包含錯誤，則預測與現實之間可能存在差異。從長遠來看，這可能會導致巨大的違規行為。
  • COVID-19 大大改變了觀眾消費媒體的方式。這段時期出現的一個主要趨勢是 OTT 的採用率增加。許多報告指出，市場和消費者對 OTT 平台上提供的選擇性內容的興趣不斷成長。這些趨勢進一步加速了對受眾分析的需求。

受眾分析市場趨勢

媒體和娛樂預計將獲得顯著的市場佔有率

  • 與十年前的受眾相比，今天的消費者可以無限制地存取內容，並透過日益多樣化的技術和平台消費內容。在媒體飽和狀態的環境下，觀眾要求更豐富、更便利的內容體驗，消費模式也正在改變。
  • 千禧世代與智慧型手機的互動正在增加。大部分時間都花在了在 Amazon Prime 和 Netflix 等流行串流平台上觀看電影。因此，媒體和娛樂產業的領導者面臨著尋找新的內容收益和創造收入收益的壓力。
  • 受眾分析使媒體和娛樂產業的公司能夠識別受眾消費模式，並獲得有關收視率、偏好、使用的社群媒體平台和觀看習慣的寶貴受眾洞察。廣泛了解哪些觀眾在哪些裝置上觀看內容，以及哪些因素促使他們點擊和觀看，有助於制定行銷和節目策略。因此，此類資料可用於增強和個性化他們的體驗。
  • 例如，Netflix 從其龐大的用戶群中收集資料，並部署資料分析模型來發現客戶行為和購買模式。然後，它使用該資訊根據用戶的喜好推薦電影和電視節目。據 Netflix 稱，超過 75% 的觀眾行為是基於個人化建議。
  • 此外，媒體和娛樂產業的收益模式在很大程度上依賴高度針對性的廣告。受眾洞察使企業能夠確定客戶的偏好，包括他們在特定時間和時間段喜歡哪些內容。這些資料可以大大提高廣告和行銷計劃的效率，從而帶來更高的轉換率。
受眾分析-市場-IMG2

預計北美將在預測期內佔據主要市場佔有率

  • 內容公司擴大使用受眾分析來根據消費者觀看的時間、內容和時間長度來了解他們未來應該提供哪些類型的影片。分析工具有助於預測世界各地對特定類型內容的需求。根據 Recode 報導，BBC 使用人工智慧來預測某些劇集（例如《神探夏洛克》）可能最受需求的地方。
  • 串流媒體平台在美國地區越來越受歡迎，為人們提供個人化內容已被證明可以成功提高品牌忠誠度。
  • 該地區的零售業透過加速數位化產品和快速回應新客戶需求，經歷了重大轉型，特別是在大流行期間。根據美國人口普查局的數據，該國零售額將從 2020 年的 55,720 億美元增至 2021 年的 65,226 億美元，成長 17.1%。
  • 受眾分析使電子商務公司能夠詳細了解其受眾的人口統計：性別、年齡、收入、職業、居住、語言等。因此，電子商務行業在該地區迅速發展，為市場創造了巨大的商機。

受眾分析產業概述

受眾分析市場競爭中等，特色是存在多家大公司。目前，只有少數公司佔據市場佔有率主導地位。人們越來越認知到影片串流平台進行受眾分析的重要性，這使其成為一個非常有利可圖的市場。

其他福利：

  • Excel 格式的市場預測 (ME) 表
  • 3 個月分析師支持

目錄

第1章簡介

  • 研究假設和市場定義
  • 調查範圍

第2章調查方法

第3章執行摘要

第4章市場洞察

  • 市場概況
  • 產業吸引力－波特五力分析
    • 新進入者的威脅
    • 買家/消費者的議價能力
    • 供應商的議價能力
    • 替代品的威脅
    • 競爭公司之間敵對關係的強度
  • COVID-19 對市場的影響

第5章市場動態

  • 市場促進因素
    • 個性化內容需求龐大
    • 對競爭資訊有濃厚的興趣
  • 市場抑制因素
    • 分析複雜度

第6章市場區隔

  • 按申請
    • 銷售與行銷
    • 客戶經驗
    • 其他
  • 按最終用戶產業
    • BFSI
    • 通訊/IT
    • 衛生保健
    • 媒體娛樂
    • 零售
    • 其他
  • 按地區
    • 北美洲
      • 美國
      • 加拿大
    • 歐洲
      • 英國
      • 德國
      • 法國
      • 其他歐洲國家
    • 亞太地區
      • 中國
      • 日本
      • 澳洲
      • 新加坡
      • 其他亞太地區
    • 拉丁美洲
      • 墨西哥
      • 巴西
      • 其他拉丁美洲
    • 中東/非洲
      • 阿拉伯聯合大公國
      • 沙烏地阿拉伯
      • 南非
      • 其他中東/非洲

第7章競爭形勢

  • 公司簡介
    • Oracle Corporation
    • Adobe Inc.
    • IBM Corporation
    • Google LLC
    • JCDecaux Group
    • SAS Institute Inc.
    • Akamai Technologies
    • comScore, Inc.
    • Cxense ASA

第8章投資分析

第9章 市場機會及未來趨勢

簡介目錄
Product Code: 66684
Audience Analytics - Market - IMG1

The Audience Analytics Market size is estimated at USD 5.04 billion in 2024, and is expected to reach USD 10.12 billion by 2029, growing at a CAGR of 12.10% during the forecast period (2024-2029).

Key Highlights

  • Audience analysis helps companies gain a deeper understanding of their current and potential customers for improving marketing strategy, customer experience, and brand perception.
  • Businesses can use audience analysis to derive key insights about their consumer base and better understand their customers to create more engaging content. Audience analysis can also help these organizations to gain new buyers and maintain customer loyalty.
  • The huge untapped demand for personalized markets has emerged recently. The customers feel delighted due to the personalized approach to their demands and choices. It helps in creating brand loyalty.
  • The surge in e-commerce activities across the world has increased user involvement on digital platforms. The rising usage of audience analytics in different industries is a result of companies' increasing focus on getting insights from audience involvement.
  • However, there have been a lot of complexities while dealing with the analysis data. If the analysis contains errors, it can result in deviations between forecast and reality. This can lead to a huge amount of irregularities in the long run.
  • COVID-19 significantly changed the way the audience consumed media. A major trend that emerged during this period was the increased adoption of OTTs. Many reports pointed to the growing market and consumer appetite for the content of choice available on OTT platforms. Such trends further accelerated the need for audience analytics.

Audience Analytics Market Trends

Media & Entertainment is Expected to Experience Major Market Share

  • Compared to audiences ten years ago, today's consumers have access to unlimited amounts of content and are consuming it on an increasingly diverse range of technologies and platforms. In this media-saturated environment, audiences demand content experiences that are enriching and convenient, and consumption patterns are changing in response.
  • Millennials' engagement with smartphones has been on an increasing trend. Most of the time is spent watching movies on popular streaming platforms like Amazon Prime and Netflix. As a result, media and entertainment leaders face increasing pressure to find new ways to monetize content and generate revenue.
  • With audience analytics, businesses in the media and entertainment industry are able to identify consumption patterns of the audience to gain valuable audience insight regarding viewership, preferences, social media platforms used, and watching habits. Extensive knowledge of which audience watches the content on what device, along with the factors that motivate them to click or watch, can aid in developing marketing and programming strategies. Consequently, such data can be used to enhance and personalize their experience.
  • For instance, Netflix collects data from its huge subscriber base and implements data analytics models to discover customer behavior and buying patterns. Then, it uses that information to recommend movies and TV shows based on the subscribers' preferences. According to Netflix, over 75% of viewer activity is based on personalized recommendations.
  • Moreover, the revenue model of the media and entertainment industry significantly depends on highly targeted ads. Audience insights enable companies to pinpoint customer preferences on what content people prefer during specific times and duration. Such data improves the efficiency of advertising and marketing programs considerably, resulting in higher conversion rates.
Audience Analytics - Market - IMG2

North America is Expected to Hold a Major Market Share During the Forecast Period

  • Content companies are increasingly using audience analytics to know what kinds of video to serve up in the future based on what consumers watch, when, and for how long. Analytics tools can help predict demand for certain kinds of content around the world. According to Recode, the BBC has used AI to predict where it might find the greatest demand for some of its series, such as "Sherlock."
  • Streaming platforms have gained huge popularity in the United States region, and providing people with personalized content has been proven successful in increasing brand loyalty.
  • The retail industry in the region has undergone a significant transformation, especially during the pandemic, as it accelerated digital offerings and adapted quickly to new customer needs. As per the US Census Bureau, retail sales for the nation increased 17.1%, from USD 5,572.0 billion in 2020 to USD 6,522.6 billion in 2021.
  • Audience analytics provides e-commerce companies with in-depth insights regarding the demographics of their audience, i.e., their gender, age, income, occupation, where they are based, and what language they speak. Consequently, the proliferating e-commerce sector in the region creates considerable opportunities for the market.
  • Another key growth driver for the market in the country is the proliferating healthcare industry, as audience insights help healthcare institutions create personalized marketing campaigns. Healthcare spending is far higher in the United States than in other high-income countries, according to the Commonwealth Fund, indicating the growth potential for the market.

Audience Analytics Industry Overview

The audience analytics market is moderately competitive and is characterized by several major players. Currently, only a few companies dominate the market in terms of market share. Given the increasing recognition of the significance of audience analytics by video streaming platforms, it has become a highly lucrative market.

In June 2022, Comscore launched Total Digital, a comprehensive solution that seamlessly integrates the company's digital and social measurement tools into an intuitive dashboard. This innovative platform caters to marketers, agencies, and publishers, providing them with a unified, always-on cross-platform perspective of how consumers engage with content and advertising.

In June 2022, Adobe announced new services in Adobe Analytics. These services were designed to offer brands a consolidated workspace for unifying data and insights across various media types, including the metaverse and streaming media. By leveraging these services, brands gain the ability to conduct omnichannel analysis effectively. This includes utilizing Customer Journey Analytics to gain deeper insights into emerging consumer behaviors, enabling a more comprehensive understanding of their audiences.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.2.1 Threat of New Entrants
    • 4.2.2 Bargaining Power of Buyers/Consumers
    • 4.2.3 Bargaining Power of Suppliers
    • 4.2.4 Threat of Substitute Products
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Impact of COVID-19 on the Market

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Huge Demand for Personalised Content
    • 5.1.2 Strong Focus on Competitive Intelligence
  • 5.2 Market Restraints
    • 5.2.1 Complexities in Analysis

6 MARKET SEGMENTATION

  • 6.1 By Application
    • 6.1.1 Sales & Marketing
    • 6.1.2 Customer Experience
    • 6.1.3 Other Applications
  • 6.2 By End-User Industry
    • 6.2.1 BFSI
    • 6.2.2 Telecom & IT
    • 6.2.3 Healthcare
    • 6.2.4 Media & Entertainment
    • 6.2.5 Retail
    • 6.2.6 Other End-User Industries
  • 6.3 By Geography
    • 6.3.1 North America
      • 6.3.1.1 United States
      • 6.3.1.2 Canada
    • 6.3.2 Europe
      • 6.3.2.1 United Kingdom
      • 6.3.2.2 Germany
      • 6.3.2.3 France
      • 6.3.2.4 Rest of Europe
    • 6.3.3 Asia-Pacific
      • 6.3.3.1 China
      • 6.3.3.2 Japan
      • 6.3.3.3 Australia
      • 6.3.3.4 Singapore
      • 6.3.3.5 Rest of Asia-Pacific
    • 6.3.4 Latin America
      • 6.3.4.1 Mexico
      • 6.3.4.2 Brazil
      • 6.3.4.3 Rest of Latin America
    • 6.3.5 Middle-East & Africa
      • 6.3.5.1 United Arab Emirates
      • 6.3.5.2 Saudi Arabia
      • 6.3.5.3 South Africa
      • 6.3.5.4 Rest of Middle-East & Africa

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 Oracle Corporation
    • 7.1.2 Adobe Inc.
    • 7.1.3 IBM Corporation
    • 7.1.4 Google LLC
    • 7.1.5 JCDecaux Group
    • 7.1.6 SAS Institute Inc.
    • 7.1.7 Akamai Technologies
    • 7.1.8 comScore, Inc.
    • 7.1.9 Cxense ASA

8 INVESTMENT ANALYSIS

9 MARKET OPPORTUNITIES AND FUTURE TRENDS