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市場調查報告書
商品編碼
1642118

受眾分析：市場佔有率分析、產業趨勢與統計、成長預測（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個工作天內

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簡介目錄

預計 2025 年受眾分析市場規模將達到 56.5 億美元，預計到 2030 年將達到 100 億美元，預測期內（2025-2030 年）的複合年成長率為 12.1%。

受眾分析-市場-IMG1

主要亮點

  • 受眾分析可協助企業更深入了解現有和潛在客戶，進而改善行銷策略、客戶體驗和品牌認知。
  • 企業可以透過受眾分析來獲得有關消費群的關鍵見解，並更深入地了解他們的客戶，從而創建更具吸引力的內容。受眾分析還可以幫助您獲得新客戶並保持客戶忠誠度。
  • 近來，個人化市場出現了巨大的尚未開發的需求。顧客對於他們要求和選擇的個人化方式感到非常滿意。它有助於建立品牌忠誠度。
  • 全球電子商務活動激增，用戶對數位平台的參與度不斷提高。各行業對受眾分析的使用越來越多，這是因為企業更加重視從受眾參與中獲取洞察力。
  • 然而，處理分析資料時存在許多複雜的問題。如果分析中出現錯誤，預測和現實之間可能會出現差異。從長遠來看，這可能會導致嚴重的違規行為。

受眾分析市場趨勢

媒體和娛樂預計將佔據主要市場佔有率

  • 與十年前的觀眾相比，今天的消費者可以無限制地存取內容，並透過越來越多樣化的技術和平台消費內容。在現今媒體飽和狀態的環境下，受眾需要豐富、便利的內容體驗，消費模式也正在發生相應的變化。
  • 千禧世代越來越熱衷於智慧型手機。大部分時間都花在 Amazon Prime 和 Netflix 等熱門串流平台上觀看電影。因此，媒體和娛樂業領導者面臨著尋找新方法將其內容收益並創造收益的壓力。
  • 受眾分析使媒體和娛樂公司能夠識別受眾的消費模式，並獲得有關收視率、偏好、使用的社交媒體平台和觀看習慣的寶貴受眾洞察。全面了解哪些觀眾在觀看您的內容、使用哪些設備以及他們點擊和觀看的動機，可以幫助您制定行銷和節目策略。因此，這些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，它利用這些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嚴重依賴高度針對性的廣告。受眾洞察使企業能夠準確地了解客戶偏好，例如他們在特定時間和時期喜歡什麼類型的內容。這些資料可以大大提高您的廣告和行銷計劃的有效性，從而提高轉換率。

預計預測期內北美將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、內容和時間長度來決定未來應該向消費者提供哪種類型的影片。分析工具有助於預測全球對特定類型內容的需求。根據 Recode 報導，BBC 正在使用人工智慧來預測哪些地點對某些電視劇（如《神探夏洛克》）來說最受歡迎。
  • 串流媒體平台在美國地區獲得了巨大的歡迎，向人們提供個人化的內容已被證明能成功提高品牌忠誠度。
  • 該地區的零售業經歷了重大轉型，尤其是在疫情期間，零售商加快了數位化產品供應並迅速適應新客戶的需求。
  • 受眾分析為電子商務企業提供了有關受眾人口統計的詳細見解，即性別、年齡、收入、職業、居住、所講語言等。因此，該地區的電子商務產業蓬勃發展，為市場創造了巨大的商機。
  • 該國市場的另一個主要成長要素是醫療保健產業的擴張。受眾洞察可協助醫療保健組織創建個人化的行銷宣傳活動。據聯邦基金會稱，美國的醫療保健支出遠高於其他高所得國家，顯示市場成長潛力巨大。

受眾分析行業概覽

受眾分析市場競爭適中，有幾家大公司。目前，只有少數幾家公司在市場佔有率上佔據主導地位。影片串流平台越來越意識到受眾分析的重要性，這使其成為一個利潤豐厚的市場。

2022 年 6 月，Comscore 推出了 Total Digital，這是一項全面的解決方案，將該公司的數位和社交測量工具無縫整合到直覺的儀表板中。這個創新平台為行銷人員、代理商和出版商提供了統一、始終在線、跨平台的觀點消費者如何參與內容和廣告。

2022 年 6 月，Adobe 宣布了新的 Adob​​e Analytics 服務。這些服務旨在為品牌提供統一的工作空間，匯集不同媒體類型（包括元宇宙和串流媒體）的資料和見解。這些服務使品牌能夠有效地進行全通路分析。這包括利用客戶旅程分析來更深入地了解新興的消費行為並更全面地了解您的受眾。

其他福利：

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

目錄

第 1 章 簡介

  • 研究假設和市場定義
  • 研究範圍

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
    • 購買者/消費者的議價能力
    • 供應商的議價能力
    • 替代品的威脅
    • 競爭對手之間的競爭強度
  • 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
    • 對競爭情報有濃厚興趣
  • 市場限制
    • 分析複雜性

第6章 市場細分

  • 按應用
    • 銷售與行銷
    • 客戶體驗
    • 其他用途
  • 按最終用戶產業
    • BFSI
    • 通訊與 IT
    • 衛生保健
    • 媒體與娛樂
    • 零售
    • 其他最終用戶產業
  • 按地區
    • 北美洲
      • 美國
      • 加拿大
    • 歐洲
      • 英國
      • 德國
      • 法國
    • 亞洲
      • 中國
      • 日本
      • 澳洲和紐西蘭
      • 新加坡
    • 拉丁美洲
      • 墨西哥
      • 巴西
    • 中東和非洲
      • 阿拉伯聯合大公國
      • 沙烏地阿拉伯
      • 南非

第7章 競爭格局

  • 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 市場機會與未來趨勢

簡介目錄
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