受众分析：市场占有率分析、产业趋势/统计、成长预测，2024-2029

受众分析市场规模预计到 2024 年为 50.4 亿美元，预计到 2029 年将达到 101.2 亿美元，在预测期内（2024-2029 年）复合年增长率为 12.10%。

主要亮点

• 受众分析可帮助企业更了解现有和潜在客户，以改善行销策略、客户体验和品牌知名度。
• 企业可以使用受众分析来获取有关消费群的重要见解并更好地了解其客户，以便创建更具吸引力的内容。受众分析还可以帮助您获取新客户并保持客户忠诚度。
• 近年来，个人化市场出现了巨大的开拓需求。客户对满足他们的要求和选择的个人化方法感到高兴。它有助于建立品牌忠诚度。
• 全球电子商务活动正在迅速增加，用户对数位平台的参与度也不断增加。由于公司越来越注重从受众参与度中获取洞察，因此各行业越来越多地使用受众分析。
• 然而，处理分析资料时存在许多复杂情况。如果分析中包含错误，则预测与现实之间可能存在差异。从长远来看，这可能会导致巨大的违规行为。
• COVID-19 大大改变了观众消费媒体的方式。这段时期出现的一个主要趋势是 OTT 的采用率增加。许多报告指出，市场和消费者对 OTT 平台上提供的选择性内容的兴趣不断增长。这些趋势进一步加速了对受众分析的需求。

受众分析市场趋势

媒体和娱乐预计将获得显着的市场占有率

• 与十年前的受众相比，今天的消费者可以无限制地存取内容，并透过日益多样化的技术和平台消费内容。在媒体饱和状态的环境下，观众要求更丰富、更便利的内容体验，消费模式也正在改变。
• 千禧世代与智慧型手机的互动正在增加。大部分时间都花在了在 Amazon Prime 和 Netflix 等流行串流平台上观看电影。因此，媒体和娱乐产业的领导者面临着寻找新的内容收益和创造收入收益的压力。
• 受众分析使媒体和娱乐产业的公司能够识别受众消费模式，并获得有关收视率、偏好、使用的社群媒体平台和观看习惯的宝贵受众洞察。广泛了解哪些观众在哪些装置上观看内容，以及哪些因素促使他们点击和观看，有助于制定行销和节目策略。因此，此类资料可用于增强和个性化他们的体验。
• 例如，Netflix 从其庞大的用户群中收集资料，并部署资料分析模型来发现客户行为和购买模式。然后，它使用该资讯根据用户的喜好推荐电影和电视节目。据 Netflix 称，超过 75% 的观众行为是基于个人化建议。
• 此外，媒体和娱乐产业的收益模式在很大程度上依赖高度针对性的广告。受众洞察使企业能够确定客户的偏好，包括他们在特定时间和时间段喜欢哪些内容。这些资料可以大大提高广告和行销计划的效率，从而带来更高的转换率。

预计北美将在预测期内占据主要市场占有率

• 内容公司越来越多地使用受众分析来根据消费者观看的时间、内容和时间长度来了解他们未来应该提供哪些类型的影片。分析工具有助于预测世界各地对特定类型内容的需求。根据 Recode 报导，BBC 使用人工智慧来预测某些剧集（例如《神探夏洛克》）可能最受需求的地方。
• 串流媒体平台在美国地区越来越受欢迎，为人们提供个人化内容已被证明可以成功提高品牌忠诚度。
• 该地区的零售业透过加速数位化产品和快速回应新客户需求，经历了重大转型，特别是在大流行期间。根据美国人口普查局的数据，该国零售额将从 2020 年的 55,720 亿美元增至 2021 年的 65,226 亿美元，成长 17.1%。
• 受众分析使电子商务公司能够详细了解其受众的人口统计：性别、年龄、收入、职业、居住、语言等。因此，电子商务行业在该地区迅速发展，为市场创造了巨大的商机。

受众分析产业概述

受众分析市场竞争中等，特色是存在多家大公司。目前，只有少数公司占据市场占有率主导地位。人们越来越认识到影片串流平台进行受众分析的重要性，这使其成为一个非常有利可图的市场。

其他福利：

• Excel 格式的市场预测 (ME) 表
• 3 个月分析师支持

目录

第一章简介

• 研究假设和市场定义
• 调查范围

第二章调查方法

第三章执行摘要

第四章市场洞察

• 市场概况
• 产业吸引力－波特五力分析
  • 新进入者的威胁
  • 买家/消费者的议价能力
  • 供应商的议价能力
  • 替代品的威胁
  • 竞争公司之间敌对关係的强度
• COVID-19 对市场的影响

第五章市场动态

• 市场驱动因素
  • 个性化内容需求庞大
  • 对竞争资讯有浓厚的兴趣
• 市场抑制因素
  • 分析复杂度

第六章市场区隔

• 按申请
  • 销售与行销
  • 客户经验
  • 其他的
• 按最终用户产业
  • BFSI
  • 通讯/IT
  • 卫生保健
  • 媒体娱乐
  • 零售
  • 其他的
• 按地区
  • 北美洲
    • 美国
    • 加拿大
  • 欧洲
    • 英国
    • 德国
    • 法国
    • 其他欧洲国家
  • 亚太地区
    • 中国
    • 日本
    • 澳洲
    • 新加坡
    • 其他亚太地区
  • 拉丁美洲
    • 墨西哥
    • 巴西
    • 其他拉丁美洲
  • 中东/非洲
    • 阿拉伯聯合大公国
    • 沙乌地阿拉伯
    • 南非
    • 其他中东/非洲

第七章竞争形势

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

第八章投资分析

第九章 市场机会及未来趋势

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.

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