According to the research report titled ‘Global TV Analytics Market Size study, by Application (Advertising, Competitor Analysis), by Deployment (Cloud, On-Premise) and Regional Forecasts 2020-2027’, available with Market Study Report, global TV analytics market was valued at USD 2.23 billion in 2019 and is expected to record a y-o-y growth rate of 17.4% during 2020-2027.
 

Rapid digitization facilitating higher investments in digital advertisements across various sectors is primarily stimulating global TV analytics market growth. According to Statista, as of April 2020, internet penetration rate was recorded to be 59% of the total population, encouraging digital advertisements and contributing to overall market outlook.
 

For those unversed, TV analytics is referred to as analysis of the channels, customer patterns, campaigns, advertisements, and networks, with an intention to amplify customer base and guarantee better return on investment (ROI) for the companies. Notably, TV analytics provides insights of client behavior and reactive pattern as well as the operational and network performance.
 

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Soaring demand for innovative solutions to attain optimized results from digital investments is further creating lucrative opportunities for global TV analytics market size expansion. Moreover, mounting popularity of OTT (over the top) platforms like Amazon Prime, Netflix, Zee5, and Hotstar significantly add to business development.
 

Advances provided by data analytics in data collection through technology permits unlimited data access, inclusive of target demographics, advertisement analysis, location detail, and customer data, boosting adoption of TV analytics solutions by the companies.
 

Despite the favorable conditions, emerging countries lacking digital infrastructure is likely to hamper worldwide TV analytics industry remuneration over the forecast timespan.
 

With respect to application spectrum, the market is segmented into competitor analysis, and advertising. Elaborating on deployment type, the industry is split into on-premise, and cloud.
 

Citing the geographical terrain, Asia Pacific TV analytics industry is expected to observe tremendous growth over the coming years, on account of rising disposable income of individuals allowing them to afford OTT subscription, and easy access to internet services.  
 

Established firms in global TV analytics market sphere are Realytics, Viaccess-Orca Ltd., NPAW (Nice People At Work), Sorenson Media Inc., iSpot.tv Inc., Edgeware AB, BrightLine Partners LLC, Alphonso Inc., Amobee Inc., and Adobe Inc.