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市场调查报告书
商品编码
1642118

受众分析：市场占有率分析、产业趋势与统计、成长预测（2025-2030）

Audience Analytics - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 102 Pages | 商品交期: 2-3个工作天内

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简介目录

预计 2025 年受众分析市场规模将达到 56.5 亿美元，预计到 2030 年将达到 100 亿美元，预测期内（2025-2030 年）的复合年增长率为 12.1%。

受众分析-市场-IMG1

主要亮点

  • 受众分析可协助企业更深入了解现有和潜在客户，进而改善行销策略、客户体验和品牌认知。
  • 企业可以透过受众分析来获得有关消费群的关键见解，并更深入地了解他们的客户，从而创建更具吸引力的内容。受众分析还可以帮助您获得新客户并保持客户忠诚度。
  • 近来，个人化市场出现了巨大的尚未开发的需求。顾客对于他们要求和选择的个人化方式感到非常满意。它有助于建立品牌忠诚度。
  • 全球电子商务活动激增，用户对数位平台的参与度不断提高。各行业对受众分析的使用越来越多，这是因为企业更加重视从受众参与中获取洞察力。
  • 然而，处理分析资料时存在许多复杂的问题。如果分析中出现错误，预测和现实之间可能会出现差异。从长远来看，这可能会导致严重的违规行为。

受众分析市场趋势

媒体和娱乐预计将占据主要市场占有率

  • 与十年前的观众相比，今天的消费者可以无限制地存取内容，并透过越来越多样化的技术和平台消费内容。在现今媒体饱和状态的环境下，受众需要丰富、便利的内容体验，消费模式也正在发生相应的变化。
  • 千禧世代越来越热衷于智慧型手机。大部分时间都花在 Amazon Prime 和 Netflix 等热门串流平台上观看电影。因此，媒体和娱乐业领导者面临着寻找新方法将其内容收益并创造收益的压力。
  • 受众分析使媒体和娱乐公司能够识别受众的消费模式，并获得有关收视率、偏好、使用的社交媒体平台和观看习惯的宝贵受众洞察。全面了解哪些观众在观看您的内容、使用哪些设备以及他们点击和观看的动机，可以帮助您制定行销和节目策略。因此，这些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，它利用这些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严重依赖高度针对性的广告。受众洞察使企业能够准确地了解客户偏好，例如他们在特定时间和时期喜欢什么类型的内容。这些资料可以大大提高您的广告和行销计划的有效性，从而提高转换率。

预计预测期内北美将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、内容和时间长度来决定未来应该向消费者提供哪种类型的影片。分析工具有助于预测全球对特定类型内容的需求。根据 Recode 报导，BBC 正在使用人工智慧来预测哪些地点对某些电视剧（如《神探夏洛克》）来说最受欢迎。
  • 串流媒体平台在美国地区获得了巨大的欢迎，向人们提供个人化的内容已被证明能成功提高品牌忠诚度。
  • 该地区的零售业经历了重大转型，尤其是在疫情期间，零售商加快了数位化产品供应并迅速适应新客户的需求。
  • 受众分析为电子商务企业提供了有关受众人口统计的详细见解，即性别、年龄、收入、职业、居住、所讲语言等。因此，该地区的电子商务产业蓬勃发展，为市场创造了巨大的商机。
  • 该国市场的另一个主要成长要素是医疗保健产业的扩张。受众洞察可协助医疗保健组织创建个人化的行销宣传活动。据联邦基金会称，美国的医疗保健支出远高于其他高所得国家，显示市场成长潜力巨大。

受众分析行业概览

受众分析市场竞争适中，有几家大公司。目前，只有少数几家公司在市场占有率上占据主导地位。影片串流平台越来越意识到受众分析的重要性，这使其成为一个利润丰厚的市场。

2022 年 6 月，Comscore 推出了 Total Digital，这是一项全面的解决方案，将该公司的数位和社交测量工具无缝整合到直觉的仪表板中。这个创新平台为行销人员、代理商和出版商提供了统一、始终在线、跨平台的观点消费者如何参与内容和广告。

2022 年 6 月，Adobe 宣布了新的 Adob​​e Analytics 服务。这些服务旨在为品牌提供统一的工作空间，汇集不同媒体类型（包括元宇宙和串流媒体）的资料和见解。这些服务使品牌能够有效地进行全通路分析。这包括利用客户旅程分析来更深入地了解新兴的消费行为并更全面地了解您的受众。

其他福利：

  • Excel 格式的市场预测 (ME) 表
  • 3 个月的分析师支持

目录

第 1 章 简介

  • 研究假设和市场定义
  • 研究范围

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
    • 购买者/消费者的议价能力
    • 供应商的议价能力
    • 替代品的威胁
    • 竞争对手之间的竞争强度
  • 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
    • 对竞争情报有浓厚兴趣
  • 市场限制
    • 分析复杂性

第六章 市场细分

  • 按应用
    • 销售与行销
    • 客户体验
    • 其他用途
  • 按最终用户产业
    • BFSI
    • 通讯与 IT
    • 卫生保健
    • 媒体与娱乐
    • 零售
    • 其他最终用户产业
  • 按地区
    • 北美洲
      • 美国
      • 加拿大
    • 欧洲
      • 英国
      • 德国
      • 法国
    • 亚洲
      • 中国
      • 日本
      • 澳洲和纽西兰
      • 新加坡
    • 拉丁美洲
      • 墨西哥
      • 巴西
    • 中东和非洲
      • 阿拉伯聯合大公国
      • 沙乌地阿拉伯
      • 南非

第七章 竞争格局

  • 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 市场机会与未来趋势

简介目录
Product Code: 66684

The Audience Analytics Market size is estimated at USD 5.65 billion in 2025, and is expected to reach USD 10.00 billion by 2030, at a CAGR of 12.1% during the forecast period (2025-2030).

Audience Analytics - Market - IMG1

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.

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.
  • 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
    • 6.3.3 Asia
      • 6.3.3.1 China
      • 6.3.3.2 Japan
      • 6.3.3.3 Australia and New Zealand
      • 6.3.3.4 Singapore
    • 6.3.4 Latin America
      • 6.3.4.1 Mexico
      • 6.3.4.2 Brazil
    • 6.3.5 Middle East and Africa
      • 6.3.5.1 United Arab Emirates
      • 6.3.5.2 Saudi Arabia
      • 6.3.5.3 South 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