Home Technology Audience Analytics Market Size, Share and Forecast to 2032

Audience Analytics Market

Audience Analytics Market Size, Share & Trends Analysis Report By Component (Service, Solution), By Organization (Small and Medium Enterprises (SMEs), Large Enterprise), By Applications (Customer Experience Management, Sales and Marketing Management, Competitive Intelligence), By End-User (Media and Entertainment, IT and Telecom, Government Organizations, Others) and By Region(North America, Europe, APAC, Middle East and Africa, LATAM) Forecasts, 2024-2032

Report Code: SRTE62DR
Study Period 2020-2032 CAGR 11.09%
Historical Period 2020-2022 Forecast Period 2024-2032
Base Year 2023 Base Year Market Size USD 4.62 billion
Forecast Year 2032 Forecast Year Market Size USD 11.90 billion
Largest Market North America Fastest Growing Market Asia Pacific
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Market Overview

The global audience analytics market size was valued at USD 4.62 billion in 2023. It is estimated to reach USD 11.90 billion by 2032, growing at a CAGR of 11.09% during the forecast period (2024–2032). The world has transitioned towards digitization in the past few years, and there is a surging dependence on digital platforms for several purposes, leading to the generation of huge amounts of data. This data can be analyzed with audience analytics, driving the global market. Moreover, in recent times, key market players in the audience analytics industry have launched innovative solutions to acquire insights into audience data, thereby creating opportunities for market growth.

Audience analytics refers to the process of collecting and analyzing data related to the audience or users of a particular platform, website, app, or content. This data can include demographics, behaviors, preferences, interests, engagement metrics, and other relevant information. By analyzing audience data, businesses and organizations can gain insights into their audience, how they interact with their content or products, their preferences, and how they can better tailor their marketing strategies or content to effectively reach and engage with their target audience. Audience analytics often involves using various tools and technologies, such as data analytics platforms, customer relationship management systems, and data visualization tools, to gather, process, and interpret the data.

Highlights

  • Large enterprise dominates the organization segment
  • Customer experience management dominates the application segment
  • Media and entertainment dominate the end-user segment
  • North America is the highest shareholder in the global market 

Market Dynamics

Global Audience Analytics Market Drivers:

Increasing Digitalization 

Increasing digitalization refers to the growing reliance on digital platforms and channels for marketing, communication, and commerce. As consumers spend more time online, they leave behind a wealth of data about their preferences, behaviors, and interactions. Audience analytics leverages this data to provide insights into audience demographics, interests, purchasing patterns, and more.

With the proliferation of digital touchpoints such as websites, social media, mobile apps, and e-commerce platforms, businesses can access vast amounts of audience data. This data is invaluable for understanding customer needs, optimizing marketing strategies, and delivering personalized experiences. According to BACKLINKO, 80.8% of the global population aged 18 and older are engaged on social media.

Moreover, according to Smart Insights, the number of social media users worldwide increased from 4.72 billion in January 2023 to 5.04 billion in January 2024. This is an 8% increase of 320 million users year over year. As a result, the market for audience analytics solutions is anticipated to grow as digitalization spreads.

Global Audience Analytics Market Restraint:

Privacy Concerns 

Privacy concerns significantly restrain the audience analytics market, stemming from the ethical and regulatory implications of collecting and analyzing individuals' data. With the proliferation of data collection methods and technologies, there is growing apprehension regarding the misuse or mishandling of personal information. Regulations like GDPR and CCPA impose stringent data collection, usage, and consent requirements, compelling businesses to navigate complex compliance landscapes.

Additionally, high-profile data breaches and scandals have eroded public trust, further amplifying privacy concerns. Consequently, businesses face mounting pressure to prioritize data privacy and security, often requiring costly investments in compliance measures and transparency initiatives. This heightened sensitivity to privacy may impede the unrestricted access to consumer data necessary for robust audience analytics, thus constraining market growth.

Global Audience Analytics Market Opportunities:

Launch of New Audience Analytics Tools

The market players in the audience analytics industry are introducing new solutions to gain insights into audience data. For instance, in September 2023, StatSocial introduced significant improvements to its main Silhouette™ platform, the only solution that provides social audience insights beyond Twitter. Businesses of all sizes can quickly and thoroughly understand their audience with new reporting features, such as visual audience clusters, and decrease reliance on a single platform.

Furthermore, in September 2021, GWI, a prominent target audience insight organization, introduced a new platform that disrupts traditional market research practices. The substantial investment in the new platform offers access to impactful insights presented comprehensibly and visually. The new capabilities provide employees with a unified and comprehensive perspective of their worldwide or local audience, empowering them to make strategic decisions and get profound insights into varied and changing audiences. These launches are expected to create opportunities for market growth.

Regional Analysis

North America Dominates the Global Market

Based on region, the global audience analytics market is bifurcated into North America, Europe, Asia-Pacific, Latin America, and the Middle East and Africa. 

North America is the most significant global audience analytics market shareholder and is expected to expand substantially during the forecast period. North America dominates the audience analytics market due to the presence of prominent technology companies and the early adoption of analytics solutions. The region is characterized by a high level of digitalization and a strong focus on data-driven marketing strategies. According to the American Physiological Association, the percentage of Americans who reported using a social media platform rose from 5% in 2005 to approximately 70% in 2019. This growth of social media is anticipated to drive the audience analytics market in North America.

Furthermore, the market players are introducing novel audience analytics solutions in this region. For instance, in May 2022, Conviva, a platform for continuous measurement analytics in streaming media, revealed plans to introduce a standard for measuring streaming audience that will be available to the public at CES 2023. This expansion collaborates with high-quality streaming services utilizing Conviva's real-time cloud sessionization technology. The new standard offers detailed streaming audience ad packaging and measurement at a census level, which is compatible with linear TV. This enables streaming providers to compete on a large scale with digital platforms vying for advertising revenue. Conviva's infrastructure handles about 3 trillion streaming data events daily, serving over 500 million individual users who watch 200 billion broadcasts annually through 4 billion streaming applications on various devices. Therefore, the factors above foster market growth in this region.

Asia-Pacific is experiencing rapid growth in the audience analytics market, fueled by the expanding digital infrastructure, rising internet penetration, and the growing proliferation of mobile devices. As the region houses several emerging nations, it offers ample opportunities for market growth, due to which several international players are entering this region. For instance, GWI, a London-based audience and gamer insights organization, will open its first APAC office in Singapore in October 2021. The facility will be staffed by a mix of relocated European team members and locally recruited personnel.

Furthermore, there has also been a rise in the introduction of new audience analytics tools by the key players. For instance, in October 2021, the media consultancy firm Ormax Media introduced a new audience analytics tool called Ormax Televate. The tool is created to assist TV channels in developing a targeted and consumer-oriented approach to increase viewership. It utilizes data gathered over 13 years by Ormax Media in the Indian television business to discover key criteria. Ormax Televate currently focuses on the Urban Indian market, analyzing 157 channels in 36 categories across several languages. The tool is accessible for GEC, movies, news, kids, music, and infotainment genres in all prominent Indian languages. Consequently, all these factors drive the regional market growth.

Report Scope

Report Metric Details
Segmentations
By Component
  1. Service
  2. Solution
By Organization
  1. Small and Medium Enterprises (SMEs)
  2. Large Enterprise
By Applications
  1. Customer Experience Management
  2. Sales and Marketing Management
  3. Competitive Intelligence
By End-User
  1. Media and Entertainment
  2. IT and Telecom
  3. Government Organizations
  4. Others
Company Profiles Adobe Oracle International Business Machines Corporation Google Unifi Software SAS Akamai Cxense NetBase Solutions Cadreon Socialbakers Crimson Hexagon
Geographies Covered
North America U.S. Canada
Europe U.K. Germany France Spain Italy Russia Nordic Benelux Rest of Europe
APAC China Korea Japan India Australia Singapore Taiwan South East Asia Rest of Asia-Pacific
Middle East and Africa UAE Turkey Saudi Arabia South Africa Egypt Nigeria Rest of MEA
LATAM Brazil Mexico Argentina Chile Colombia Rest of LATAM
Report Coverage Revenue Forecast, Competitive Landscape, Growth Factors, Environment & Regulatory Landscape and Trends
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Segmental Analysis

The global audience analytics market is bifurcated into components, organizations, applications, and end-users.

Based on components, the global audience analytics market is segmented into solutions and services. 

The solutions segment owns the highest market share. Audience analytics solutions collect and analyze data on audience behavior, demographics, and preferences from various sources. These solutions empower businesses to understand their audience better, tailor marketing efforts effectively, and enhance customer engagement for improved business outcomes. Moreover, the market players are increasingly launching novel solutions in this segment, thereby driving market growth. For instance, in July 2021, USSI Global collaborated with AdMobilize to create the NextGen TV Audience Analytics Solution. The technology will utilize the inherent IP backbone of ATSC 3.0 to enable real-time analytics during live broadcasts with the AdMobilize software.

Based on organization, the global audience analytics market is bifurcated into SMEs and large enterprises. 

The large enterprise segment is the largest contributor to the market share. A large enterprise is a corporation or organization that operates on a significant scale, typically with many employees, extensive financial resources, and a wide range of products, services, or operations. Large enterprises often have multiple divisions or departments, may operate in multiple geographic regions or countries, and generally significantly impact the economy and society. These enterprises also have an enormous audience base from around the world. Therefore, large enterprises often utilize audience analytics tools to acquire valuable insights into their customer base.

Based on application, the global audience analytics market is bifurcated into customer experience management, sales and marketing management, and competitive intelligence. 

The customer experience management segment is estimated to own the market share. Audience analytics enables businesses to understand customer behavior, preferences, and satisfaction levels through data analysis. By examining website traffic, social media interactions, and purchase history, companies gain insights to personalize experiences, improve product development, and target marketing campaigns effectively.

These tools track key metrics like Net Promoter Score (NPS) and customer satisfaction (CSAT) to measure and optimize customer experiences. By leveraging audience analytics, businesses can tailor offerings and messages and support interactions to meet customer needs and enhance overall satisfaction. This data-driven approach enables companies to adapt real-time strategies, leading to higher engagement, conversion rates, and long-term customer loyalty.

Based on end-users, the global audience analytics market is bifurcated into media and entertainment, IT and telecom, government organizations, and others. 

The media and entertainment segment dominates the global market. Audience analytics are vital in the media and entertainment industry, enabling companies to understand audience preferences and behavior. By analyzing data such as viewing habits, social media interactions, and demographic information, companies can personalize content recommendations, target advertising effectively, and develop new content that resonates with viewers.

Performance measurement allows companies to track content success across platforms, while audience insights help identify trends and opportunities. With forecasting and planning, companies can anticipate audience demand and strategically plan content schedules and marketing campaigns. Ultimately, audience analytics empower media and entertainment companies to make data-driven decisions, optimize strategies, and stay competitive in a dynamic industry.

Market Size By Component

Market Size By Component
  • Service
  • Solution
  • Recent Developments

    · October 2023- Genius Monkey, a Meta-DSP startup, partnered with StatSocial, a top social audience insights tool designed to help marketers and researchers make better decisions. StatSocial uses a wide range of self-reported social audience data to provide a more profound insight into consumer audiences, brand evaluation, and social and influencer return on investment.

    · November 2023- Nielsen and consumer research company GWI collaborated on an audience insights platform. Nielsen GWI Fusion is a technology that enables users to create insights, expand reach and engagement, and analyze audiences based on media behaviors. It applies segments to assess characteristics such as time spent, duplication, reach, and frequency.

    Top Key Players

    Audience Analytics Market Share of Key Players

    Audience Analytics Market Share of Key Players
    Adobe Oracle International Business Machines Corporation Google Unifi Software SAS Akamai Cxense NetBase Solutions Cadreon Socialbakers Crimson Hexagon Others

    Frequently Asked Questions (FAQs)

    What is the estimated growth rate (CAGR) of the global audience analytics market?
    The global audience analytics market size is growing at a CAGR of 11.09% from 2024 to 2032.
    North America has the largest share of the market.
    Increasing digitalization is the key driver for the growth of the market.
    Launch of new audience analytics tools is one of the upcoming trend in the market.
    The key players in the global Market include Adobe, Oracle, International Business Machines Corporation, Google, Unifi Software, SAS, Akamai, Cxense, NetBase Solutions, Cadreon, Socialbakers, Crimson Hexagon.


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