Audience Analytics Market Size, Share, Opportunities, And Trends By Component (Solution, Services), By Application (Competitive Analysis, Sales & Marketing Management, Customer Experience), By End User (IT & Telecommunication, Healthcare, Retail & E-Commerce, Automotive & Transportation, Media & Entertainment, Others), And By Geography - Forecasts From 2024 To 2029

The audience analytics market was estimated at US$4.805 billion in 2022 and is anticipated to increase at a CAGR of 12.45% during the forecast period.

Audience analytics is the process of gathering, scrutinizing, and decoding critical information about the targeted audience. The primary purpose is to understand the audience, their needs, tastes, habits, and their brand or industry engagement. In the matter of web analytics, an audience is defined as a group of people showing interest in a company, product, or any visitor to a website. Google Analytics audiences are grouped in accordance with those characteristics that matter for the business more.

For example, customers who have browsed a product detail page and made a purchase during a specific time range. An analysis of the audience can be either branded or unbranded. Branded analysis takes into account the user segment that is connected to a specific brand whereas unbranded analysis concentrates on the audience that is related to the product categories and topics that are relevant to the brand. There are three primary types of audience analysis: demographic analysis, psychographic analysis, and context analysis.

Introduction:

The analytics market for audiences is in a state of continuous development, and many sophisticated technologies and services are emerging, which will aid organizations in collecting valuable information about their target end-users. This continually embedded market is stimulated by the rising need to detect cross-channel highlights and the uniqueness of diverse audience segments. The analytics solutions and services are largely adopted by the media and entertainment industries, retailers, telecommunication companies, banks, healthcare providers and different government agencies.

The demand for audience analytics is growing and is determined by a wide range of factors, mainly concerning competition. In this dynamic era, where the business environment is shifting rapidly, grasping and overtaking the competition is becoming essential. Correspondingly, one can see the growing trend in audience analytics use in media and entertainment for the improvement of audience experience. Businesses are already researching and investing in these tools to know not just customers' tastes and lifestyles, but also to personalize interactions and tailor experiences that are meaningful to each person.

Audience Analytics Market Drivers:

• Growing consumer interaction on Digital Platforms: Global e-commerce has become a big boom and witnessed a significant increase in online use. This intensification of digital means of communication has led to the use of such analytical solutions for the achievement of business goals through extracting of information that comes from audience interaction in different digital channels.
• Concentration towards Competitive Intelligence: While competitiveness remains the primary objective for businesses, audience analytics is increasingly viewed as the best way to acquire competitive intelligence. Through understanding audience behaviour and preferences, those in charge obtain precious foresight that is necessary to keep competition above board. Consequently, there has been increasing dependence on such solutions and services by all kinds of industries which have found them valuable in different ways.
• Increased Customer Experience Management: Data about the audience is of tremendous importance for really managing end-to-end shopper experience. Consumers' potential to give feedback to businesses can be used in order to identify what kind of products change in the way of customer preferences. At this point, customization of offerings seems to be the only way to bring higher levels of customer satisfaction and brand loyalty. For instance, a primary source of the rise in the audience analytics sector is the emphasis on customer experience.
• Growing Demand for Customized Marketing: The more and more the marketing strategy is focused on reaching specific audiences, the more and more we have used audience analytics. Marketing departments are using audience data to develop these narrow marketing strategies that successfully achieve a lot of their objectives, hence the need for analytical solutions is also on the rise in both conventional and non-traditional sectors.
• Field-specific acceptance: Industries such as media, retail, telecommunications, banking, healthcare, and government are all using audience analytics solutions that are targeted to understand consumer demands, find the direction for expansion, and interact with audiences better. This cross-industrial synergy is one of the major factors in the success of the audience analytics industry.

Products offered by key companies:

• Telmar's Audience Insights Smart solution gives business organizations a lot more in-depth understanding of their target market, thus giving them an opportunity to make the right calls concerning marketing, product development, and customer services. These solutions from Telmar are built upon a great skill at finding common traits in target groups and employing mixed research data, surveys, social media, and online behaviour.
• SAS Audience Analytics on the other hand is for companies with the purpose of watching their customer's engagement behaviours throughout several apparatus for example their website, a mobile app, and social media. It is a great instrument that allows businesses to sell their brand and services to customers. The tool also helps identify areas where the experience can be enhanced.

Remarkable rise in the competitive analysis segment within the audience analytics market:

The diversification of competitive analysis has been robust in the audience analytics industry due to some major reasons like. Comprehensive audience analytics tools are becoming a norm as companies are ever more focused on gaining a competitive edge. Hence, the demand for competitive analysis solutions and services is growing exponentially in a variety of sectors.

Moreover, the growing popularity of e-commerce has greatly propelled consumer participation on electronic media platforms, thus turning views into audience research critical to competitive analysis. On the other hand, understanding audience behaviour and preferences is still the key to a successful marketing strategy. The effectiveness of competitive research and intelligence by audience analytics solutions may be limited due to the fact that they do not provide a complete understanding. Nevertheless, there has been quite an increase in the audience analytics market with other companies offering more sophisticated tracking services such as customer experience analysis, sales and marketing management, and competitive research among others. In the quest for understanding, predicting, and responding favourably to the ever-evolving business environment, the competitive analysis segment stands as a critical part of business innovation.

Furthermore, the growing popularity of industry-specific solutions focused on building audience analytics capabilities in media and entertainment, retail, telecommunications, banking, healthcare, and government, has triggered a positive effect on the competitive analysis segment, which is increasing in popularity within the audience analytics market. In summary, the growing influence of competitive intelligence, the rising importance of audience behavior study, as well as the industry-specific recognition and development of audience analytics solutions are making up the major dynamic of growing the audience analytics segment which is shaping how the data-driven audience demand is rendered across different industries.

Audience Analytics Market - Geographical Outlook

The North American region is anticipated to capture a significant share of the audience analytics market:

North America's lead in the audience analytics market will further solidify given the multiple factors which include the growth and the supremacy of this sector. Such progress can be attributed to the widespread adoption of high-tech instruments as well as the emerging introduction of streaming music services in the US in particular. Competitive dynamics of the industry market like retail, media, and advertising are responsible for the growing demands for audience analytics solutions. Additionally, severe privacy laws and increased consumer data security promote the use of audience analytics tools in North America, thus showing that compliance with security standards is imperative. The combination of the progress of digital technologies and the boom of online platforms triggered the seamless collection of enormous consumer data, which now is a matter of fact that necessitates advanced audience analytics tools, designed for sales and marketing professionals. Plus, this has fueled the expansion of the market segment.

The growth of e-commerce and the further use of digital platforms by people has contributed to the rise of the popularity of audience analytics solutions in North America. The greater digitalization has brought about the focus on the collection of data from audience engagement that enhances the demand for audience analytics from different industries in the area. Above all, the size of the North American market share of audience analytics can be explained by its technological focus and competition in the industries, stringent data security regulations, and the rapid growth of digital engagement. These factors individually and together have reached a level where North America is leading the market audience analytics.

Audience Analytics Market Key Development:   

• In October 2023: Amplitude launched a new self-serve plan, called Amplitude Plus, which provides a full-featured digital analytics platform at a reduced cost. This plan provides all teams within a company with the ability to analyze user behaviour, optimize customer experience, and grow profits. A/B testing and customer segmentation that were typically sold as a different bundle are now included in this plan starting at $49 per month.
• In September 2023:  StatSocial’s Silhouette™ Tool, a state-of-the-art audience intelligence platform, provides socially mediated users with an in-depth understanding of consumer behavior. With the information of anonymous data, interests, influencers, & media consumption, Silhouette™ gives businesses the tools to create very customized marketing campaigns & measure their effectiveness. This unique platform can go beyond Twitter and extend its reach by providing information from various social media channels.

Segmentation:

• By Component
  • Solution
  • Service
• By Application
  • Competitive Analysis
  • Sales & Marketing Management
  • Customer Experience
• By End-User
  • IT & Telecommunication
  • Healthcare
  • Retail & E-Commerce
  • Automotive & Transportation
  • Media & Entertainment
  • Others
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Others 
  • Europe
    • Germany
    • France
    • UK
    • Spain
    • Others 
  • Middle East and Africa
    • Saudi Arabia
    • UAE
    • Israel
    • Others 
  • Asia Pacific
    • China
    • Japan
    • India
    • South Korea
    • Indonesia
    • Thailand
    • Others

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1. INTRODUCTION

1.1. Market Overview

1.2. Market Definition

1.3. Scope of the Study

1.4. Market Segmentation

1.5. Currency

1.6. Assumptions

1.7. Base and Forecast Years Timeline

1.8. Key benefits to the stakeholder

2. RESEARCH METHODOLOGY

2.1. Research Design

2.2. Research Process

3. EXECUTIVE SUMMARY

3.1. Key Findings

4. MARKET DYNAMICS

4.1. Market Drivers

4.2. Market Restraints

4.3. Porter’s Five Forces Analysis

4.3.1. Bargaining Power of Suppliers

4.3.2. Bargaining Power of Buyers

4.3.3. Threat of New Entrants

4.3.4. Threat of Substitutes

4.3.5. Competitive Rivalry in the Industry

4.4. Industry Value Chain Analysis

4.5. Analyst View

5. AUDIENCE ANALYTICS MARKET BY COMPONENT

5.1. Introduction

5.2. Solution

5.2.1. Market opportunities and trends

5.2.2. Growth prospects

5.2.3. Geographic lucrativeness 

5.3. Service

5.3.1. Market opportunities and trends

5.3.2. Growth prospects

5.3.3. Geographic lucrativeness 

6. AUDIENCE ANALYTICS MARKET BY APPLICATION

6.1. Introduction

6.2. Competitive Analysis

6.2.1. Market opportunities and trends

6.2.2. Growth prospects

6.2.3. Geographic lucrativeness 

6.3. Sales & Marketing Management

6.3.1. Market opportunities and trends

6.3.2. Growth prospects

6.3.3. Geographic lucrativeness 

6.4. Customer Experience

6.4.1. Market opportunities and trends

6.4.2. Growth prospects

6.4.3. Geographic lucrativeness 

7. AUDIENCE ANALYTICS MARKET BY END-USER

7.1. Introduction

7.2. IT & Telecommunication

7.2.1. Market opportunities and trends

7.2.2. Growth prospects

7.2.3. Geographic lucrativeness 

7.3. Healthcare

7.3.1. Market opportunities and trends

7.3.2. Growth prospects

7.3.3. Geographic lucrativeness 

7.4. Retail & E-Commerce

7.4.1. Market opportunities and trends

7.4.2. Growth prospects

7.4.3. Geographic lucrativeness 

7.5. Automotive & Transportation

7.5.1. Market opportunities and trends

7.5.2. Growth prospects

7.5.3. Geographic lucrativeness 

7.6. Media & Entertainment

7.6.1. Market opportunities and trends

7.6.2. Growth prospects

7.6.3. Geographic lucrativeness 

7.7. Others

7.7.1. Market opportunities and trends

7.7.2. Growth prospects

7.7.3. Geographic lucrativeness 

8. AUDIENCE ANALYTICS MARKET BY GEOGRAPHY

8.1. Introduction

8.2. North America

8.2.1. By Component

8.2.2. By Application 

8.2.3. By End-Users

8.2.4. By Country

8.2.4.1. United States

8.2.4.1.1. Market Trends and Opportunities

8.2.4.1.2. Growth Prospects

8.2.4.2. Canada

8.2.4.2.1. Market Trends and Opportunities

8.2.4.2.2. Growth Prospects

8.2.4.3. Mexico

8.2.4.3.1. Market Trends and Opportunities

8.2.4.3.2. Growth Prospects

8.3. South America

8.3.1. By Component

8.3.2. By Application 

8.3.3. By End-Users

8.3.4. By Country

8.3.4.1. Brazil

8.3.4.1.1. Market Trends and Opportunities

8.3.4.1.2. Growth Prospects

8.3.4.2. Argentina

8.3.4.2.1. Market Trends and Opportunities

8.3.4.2.2. Growth Prospects

8.3.4.3. Others

8.3.4.3.1. Market Trends and Opportunities

8.3.4.3.2. Growth Prospects

8.4. Europe

8.4.1. By Component

8.4.2. By Application 

8.4.3. By End-Users

8.4.4. By Country

8.4.4.1. Germany

8.4.4.1.1. Market Trends and Opportunities

8.4.4.1.2. Growth Prospects

8.4.4.2. France

8.4.4.2.1. Market Trends and Opportunities

8.4.4.2.2. Growth Prospects

8.4.4.3. UK

8.4.4.3.1. Market Trends and Opportunities

8.4.4.3.2. Growth Prospects

8.4.4.4. Spain

8.4.4.4.1. Market Trends and Opportunities

8.4.4.4.2. Growth Prospects

8.4.4.5. Others

8.4.4.5.1. Market Trends and Opportunities

8.4.4.5.2. Growth Prospects

8.5. Middle East and Africa

8.5.1. By Component

8.5.2. By Application 

8.5.3. By End-Users

8.5.4. By Country

8.5.4.1. Saudi Arabia

8.5.4.1.1. Market Trends and Opportunities

8.5.4.1.2. Growth Prospects

8.5.4.2. UAE

8.5.4.2.1. Market Trends and Opportunities

8.5.4.2.2. Growth Prospects

8.5.4.3. Israel

8.5.4.3.1. Market Trends and Opportunities

8.5.4.3.2. Growth Prospects  

8.5.4.4. Others

8.5.4.4.1. Market Trends and Opportunities

8.5.4.4.2. Growth Prospects

8.6. Asia Pacific

8.6.1. By Component

8.6.2. By Application 

8.6.3. By End-Users

8.6.4. By Country

8.6.4.1. China

8.6.4.1.1. Market Trends and Opportunities

8.6.4.1.2. Growth Prospects

8.6.4.2. Japan

8.6.4.2.1. Market Trends and Opportunities

8.6.4.2.2. Growth Prospects

8.6.4.3. India

8.6.4.3.1. Market Trends and Opportunities

8.6.4.3.2. Growth Prospects

8.6.4.4. South Korea

8.6.4.4.1. Market Trends and Opportunities

8.6.4.4.2. Growth Prospects

8.6.4.5. Indonesia

8.6.4.5.1. Market Trends and Opportunities

8.6.4.5.2. Growth Prospects

8.6.4.6. Thailand

8.6.4.6.1. Market Trends and Opportunities

8.6.4.6.2. Growth Prospects

8.6.4.7. Others

8.6.4.7.1. Market Trends and Opportunities

8.6.4.7.2. Growth Prospects

9. COMPETITIVE ENVIRONMENT AND ANALYSIS

9.1. Major Players and Strategy Analysis

9.2. Market Share Analysis

9.3. Mergers, Acquisition, Agreements, and Collaborations

9.4. Competitive Dashboard

10. COMPANY PROFILES

10.1. Adobe

10.2. Oracle

10.3. IBM Corporation

10.4. SAS Institute Inc.

10.5. Google LLC

10.6. Audience

10.7. Comscore, Inc.

10.8. Telmar

10.9. Quividi

10.10. AnalyticsOwl

10.11. Akamai Technologies

10.12. NetBase Solutions

Adobe

Oracle

IBM Corporation

SAS Institute Inc.

Google LLC

Audience

Comscore, Inc.

Telmar

Quividi

AnalyticsOwl

Akamai Technologies

NetBase Solutions