歐洲社群媒體分析：市場佔有率分析、產業趨勢與統計、成長預測（2025-2030 年）

Europe Social Media Analytics - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)

出版日期: 2025年01月05日 | 出版商:

Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3個工作天內

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簡介目錄

歐洲社群媒體分析市場規模預計在 2025 年為 36.6 億美元，預計到 2030 年將達到 73.1 億美元，預測期（2025-2030 年）的複合年成長率為 14.82%。

在歐洲，由於對商業智慧和 BI 技術以及更複雜的分析工具的需求不斷增加，以及網路用戶數量龐大，社群媒體分析的使用正在成長。

主要亮點

隨著越來越多的用戶可以上網，預計未來幾年行動電話普及率將大幅成長。根據世界銀行的統計，德國擁有大量活躍網路用戶，並且在社群媒體領域處於領先地位。存取社群媒體內容的最常見來源之一是行動電話。
歐洲社群商務的成長歸因於消費者與品牌之間互動的增多，再加上 Facebook、Ignite 和 TikTok 上的購物功能。隨著這一趨勢在全球蔓延，社群網路平台、零售商和科技巨頭正在增加對社群媒體分析的投資。
隨著企業努力追蹤用戶行為並快速回應社群媒體對話，對即時分析的需求日益成長。整合人工智慧和機器學習以更好地了解客戶行為，可以實現高級情緒和預測分析。
在預測期內，市場成長預計會因統一社群媒體分析的需求而受到阻礙。由於缺乏一個通用的解決方案來管理日益增加的未分類資料。

歐洲社群媒體分析市場的趨勢

雲端運算正在不斷壯大

全部區域許多組織對雲端服務的使用和規劃正在增加，預計將推動市場快速成長。在採用雲端運算方面，大型企業比新興企業和中小型企業對遷移到雲端運算更加謹慎。
社交網路透過在雲端儲存系統中儲存大量多媒體內容來促進網路的使用。社群媒體上最常共用的內容是影片和照片。影片和照片佔用大量資源，可能會降低應用程式和伺服器的速度。
隨著擴大採用雲端部署模型來增強業務能力，市場預計將會成長。預計社群媒體分析市場規模也將受到雲端部署的改進效能、增加儲存容量、靈活性和成本效益特性的刺激。
此外，雲端處理還可以降低災難發生時備份和復原資料的成本。簡單地將資料儲存在一個地方的風險要大得多。如果那裡發生了什麼事情，檢索資料幾乎是不切實際的。特別是在社交網路中，用戶的資料都儲存在那裡，我們不能丟失其中的任何部分。

媒體和娛樂佔據最大市場佔有率

在歐洲，社群媒體領域是通訊和娛樂領域中成長最快的類別之一。
Netflix、Amazon Prime 和 CBS 等網路使用數位媒體分析來收集觀看次數最多的節目的資料，對其進行分析，並向其客戶提供類似的建議。在德國，利用模擬模型測試不同的定價方案、廣告策略和社會場景，使廣播公司能夠就行銷宣傳活動、銷售額預測和定價做出真正的商業決策。
Netflix 和 Disney+ 等美國串流媒體服務的主要泛歐競爭對手即將在英國、德國和加拿大推出串流媒體服務，押注北歐電視劇的吸引力。 2022 年 9 月，擁有瑞典 Viaplay 的北歐娛樂集團宣布，到 2023 年，它將進入 16 個國家，除美國、荷蘭、波蘭和波羅的海國家外，還將進入奧地利和瑞士。
隨著社群媒體平台的興起，分析在尋找有關消費者洞察和使用模式的資訊方面發揮關鍵作用。該工具可在 Facebook 和 Instagram 等多個平台上使用，為消費者取得競爭情報。 Instagram 使用 Instagram Analytics，並使用追蹤者數量等指標透過分析工具來計算追蹤者成長率。
為了確保更好的表現，名人和電視台正在使用 Facebook 等線上平台來觀察粉絲的討論和評論。此外，Nike、阿迪達斯等知名品牌也會根據其產品線選擇擁有大量粉絲的明星，合作制定行銷策略，以擴大這些產品的影響力。

歐洲社群媒體分析產業概況

隨著市場上出現幾家小型解決方案供應商，歐洲社群媒體分析市場的競爭格局預計將變得半固體。解決方案供應商正在擴大與跨行業的公司合作，以加速採用社交媒體分析解決方案。此外，現有的市場參與者正在創新他們的解決方案以保持競爭優勢。

2023 年 6 月，Adobe Systems Inc. 宣布推出新服務 Firefly，該服務將支援 100 多種語言的文字提示，使世界各地的用戶能夠使用獨立的 Firefly 網路服務以自己的母語生成圖像和文字效果。全球推出其新的生成式人工智慧模型。該服務已在地化為 20 種語言，目前提供法語、德語、日語、西班牙語和巴西葡萄牙語。

2023 年 2 月，銷售團隊宣布推出“通訊業者”，這是一項基於為通訊業開發的創新構建的新產品，可自動化常見流程、改善客戶體驗並降低營運成本、人工智慧和自動化解決方案。這將透過與 WhatsApp 的新整合來促進和豐富客戶互動。

其他福利

Excel 格式的市場預測 (ME) 表
3 個月的分析師支持

Key Highlights

As a growing number of users gain access to the internet, it is estimated that there will be massive growth in mobile phone penetration over the next few years, and this would boost the market for Social Media Analytics. Germany has a high number of active Internet users, which contributes to the development of Social Media as per World Bank statistics. One of the most common sources for accessing social media content is a mobile phone.
The growth of Social Commerce in Europe can be attributed to increased interaction between consumers and brands, combined with shopping features made available on Facebook, Ignite, or TikTok. Social network platforms, retailers, and technology giants have been increasing their investments in Analytics of Social Media as the trend has spread to this part of the world.
As companies strive to track the behavior of users and quickly react to social media conversations, there's a growing appetite for real-time analytics. Integrating artificial intelligence and machine learning, which gives customers a deeper understanding of their behavior, will allow for advanced sentiment analysis and predictive analytics.
The market growth is expected to be impeded by the need for uniform social media analytic measures over the forecast period. And along with a lack of one common solution for managing increased volumes of uncategorized data.

Europe Social Media Analytics Market Trends

Cloud to Show Significant Growth

The cloud and plan are increasingly being used or planned by many organizations across the region, which is expected to lead to rapid market growth. It has been seen that larger enterprises are more cautious in the transition to the cloud than start-ups and SMEs when it comes to the adoption of the cloud.
Social networks make it easier for the Internet to be used, as they store a lot of multimedia content in Cloud Storage Systems. Videos and photographs, which take up most of the available space on a given site, are the most commonly shared content on Social Media. They can slow down applications and servers with all their resource needs.
The market is expected to grow as more and more cloud deployment models are adopted in order to enhance business capabilities. The growth of the market size for Social Media Analytics is also anticipated to be stimulated by improved performance, increasing storage capacity, flexibility, and cost-effectiveness characteristics of cloud deployment.
In addition, by reducing the cost of Backup and restoring data in the event of a disaster, cloud computing becomes useful. It's much more risky if you just store the data in one place. It's nearly impracticable to retrieve the data when something happens there. In particular, it is useful for social networks as their users' data are stored there, and they cannot afford to lose any part of this.

Media and Entertainment to Hold the Highest Market Share

In Europe, the social media space represents one of the fastest-growing categories of communication and entertainment; it is becoming a useful way to expose brands and content to both active and prospective readers, especially young people.
To gather data from the most watched programs and analyze them in order to give customers similar recommendations, networks such as Netflix, Amazon Prime, or CBS use digital media analysis. In Germany, the use of simulation models, which allow broadcasters to make real business decisions on marketing campaigns, sales projections, and pricing, is being carried out in order to test a range of price scenarios, advertising strategies as well and societal scenarios.
In the UK, Germany, and Canada, a major pan-European rival to US streaming services such as Netflix and Disney Plus is set to launch, betting on the appeal of Nordic drama. In September 2022, Nordic Entertainment Group, which owned Viaplay in Sweden, announced that it would enter into 16 countries by 2023, with Austria and Switzerland being added to the US, Netherlands, Poland, and Baltics.
Analytics play an important role in finding consumer insights and information about the use patterns of social media platforms as they become more widespread. This tool can be used by a number of platforms, like Facebook and Instagram, for gaining competitive information on consumers. Instagram uses Instagram analytics, where metrics such as follower count are utilized to calculate follower growth rate using analytics tools.
To ensure a better performance, celebrities and TV channels are using online platforms such as Facebook for the observation of debates and reviews from fans. In addition, celebrities with large followings are selected by popular brands such as Nike, Adidas, and others based on their product lines to collaborate in marketing strategies aimed at widening the reach of these products.

Europe Social Media Analytics Industry Overview

The competitive landscape of the Europe social media analytics market is expected to move towards semi-consolidated, owing to the emergence of several small and medium-sized solution providers in the market. The solution providers are increasingly collaborating with several companies across the industries to boost the adoption of their Social Media analytics solutions. Also, the existing market players are innovating their solutions to compete.

In June 2023, Adobe Systems Incorporated announced the global expansion of Firefly Adobe's new generative AI models to support text prompts in over 100 languages, enabling users across the world to generate images and text effects using their native languages in the standalone Firefly web service. The service will also be localized in 20 languages, with versions in French, German, Japanese, Spanish, and Brazilian Portuguese available now.

In February 2023, Salesforce announced the New Analytics, AI, and Automation Solutions for Communications Providers and Analytics, which automate common processes, drive improved customer experience, and reduce operating costs embedded in innovations developed for the communications industry. This will facilitate and enrich the interaction of customers through a new integration with WhatsApp.

Additional Benefits:

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

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 Value Chain Analysis
4.3 Industry Attractiveness-Porter's Five Forces Analysis
- 4.3.1 Threat of New Entrants
- 4.3.2 Bargaining Power of Buyers/Consumers
- 4.3.3 Bargaining Power of Suppliers
- 4.3.4 Threat of Substitute Products
- 4.3.5 Intensity of Competitive Rivalry
4.4 Assesment of COVID-19 impact on Social Media Analytics Market

5 MARKET DYNAMICS

5.1 Market Drivers
- 5.1.1 Exponential of number of social media users
- 5.1.2 Inreased Emphasis On Targeted MARKEting and Competitive Intelligence
5.2 Market Restraints
- 5.2.1 Growing volume of unstructured data
- 5.2.2 Complex social Media workflow analytics and Lack of Awareness

6 MARKET SEGMENTATION

6.1 Component
- 6.1.1 Monitoring
- 6.1.2 Measurement
- 6.1.3 Analytics and Insight
6.2 Mode of Deployement
- 6.2.1 On-Premise
- 6.2.2 Cloud
6.3 End-user Vertical
- 6.3.1 BFSI
- 6.3.2 IT and Telecommunication
- 6.3.3 Retail
- 6.3.4 Healthcare
- 6.3.5 Government Service
- 6.3.6 Media and Entertainment
- 6.3.7 Utilities
- 6.3.8 Transportation and Logistics
- 6.3.9 Other End-users
6.4 Country
- 6.4.1 United Kingdom
- 6.4.2 Germany
- 6.4.3 France
- 6.4.4 Italy
- 6.4.5 Spain

7 COMPETITIVE LANDSCAPE

7.1 Company Profiles
- 7.1.1 IBM Corporation
- 7.1.2 SAS Institute Inc.
- 7.1.3 Clarabridge Inc.
- 7.1.4 Adobe Systems Incorporated
- 7.1.5 Oracle Corporation
- 7.1.6 Salesforce.com