Rising preference for Internet of Things (IoT) devices and online streaming services, especially among younger consumers, is a factor boosting revenue growth of the market. A number of viewers are shifting towards more of online streaming services due to variety, new content, convenience, and high quality of content. Shift to OTT platforms for digital content due to device support, privacy, and flexible pricing is also supporting demand for audience measurement tools. In addition, emergence of 5G networks is expected to become a universal solution for IoT connectivity requirements, telecommunications networks, and industrial applications.
Furthermore, advancements in connectivity and entertainment and media technologies and distribution of content on various platforms have been opening in major revenue opportunities for the advertising industry, which is also expected to continue to drive revenue growth of the market.
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However, stringent government regulation and censorship laws, entry of new players, and availability of a number of free alternative solutions online are some major factors expected to hamper revenue growth of the global video audience measurement market over the forecast period. Also, password and log-in credentials sharing among a number of individuals to access content on platforms such as Hulu, Netflix, Amazon Prime Video, and others is resulting in significant losses on OTT platforms every year.
The report offers a complete analysis of the global Video Audience Measurement Market on a global and regional scale and offers a forecast for the market for 8 years. The report provides extensive coverage of the market drivers, restraints, limitations, growth prospects, threats, opportunities, and current and emerging trends in the market. The report also offers an in-depth analysis of the market players along with their business overview, product portfolio, technological advancements, expansion plans, financial standing, and global position. It also sheds light on the collaborations in the competitive landscape, such as mergers and acquisitions, joint ventures, collaborations, product launches, brand promotions, corporate and government deals, licensing agreements, and others.
The leading market contenders listed in the report are as follows:
Comscore, Inc., Numeris, NPAW, VideoAmp, Inc., TVBEAT, Inc., TVSquared, Samba TV, Inc., TVision Insights, iSpot.tv, Inc., and 605.
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Current Trends and Innovations:
Increasing number of OTT platforms being launched and alternative ad measurement and audience measurement systems are expected to boost growth of the market during the forecast period. Companies are developing and launching trial solutions to gauge performance and explore options. On 8 April 2022 for instance, WarnerMedia announced teaming up with Magna, which is a global media intelligence company and part of IPG Mediabrands, to evaluate alternative audience measurement tools offered by three major contenders in the space.
Its first trials offering, which is a performance comparison of iSpot.tv, Comscore, and VideoAmp, are part of WarnerMedia’s ‘test and learn’ strategy that will enable implementing of alternative audience measurement across select advertisers and verticals. Results of the trial are expected to be shared with the advertisers ahead of the 2022 upfront season.
Emergen Research has segmented the global video audience measurement market on the basis of video device, tracking metrics, end-use, and region:
Video Device Outlook (Revenue, USD Billion; 2019–2030)
TV & Smart TV Sets
Tracking Metrics (Revenue, USD Billion; 2019–2030)
End-Use Outlook (Revenue, USD Billion; 2019–2030)
Media Agencies & Brands
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Global Video Audience Measurement Market Geographical Landscape – Synopsis:
The report closely studies the growth trajectory of the global Video Audience Measurement market. It brings to light the global dominance of the leading regional segments, including North America, Asia Pacific, Europe, Latin America, and the Middle East & Africa.
The study elaborates on the crucial information pertaining to the regional market share. It simultaneously focuses on the significant details about the growth patterns of each regional market.
Moreover, the report encases an exhaustive geographical study of the market, emphasizing the business growth prospects and market barriers for each of the key market regions.
Radical Features of the Video Audience Measurement Market Report:
The report encompasses Video Audience Measurement market overview along with market share, demand and supply ratio, production and consumption patterns, supply chain analysis, and other ley elements
An in-depth analysis of the different approaches and procedures undertaken by the key players to conduct business efficiently
Offers insights into production and manufacturing value, products and services offered in the market, and fruitful information about investment strategies
Supply chain analysis along with technological advancements offered in the report
The report covers extensive analysis of the trends, drivers, restraints, limitations, threats, and growth opportunities in the Video Audience Measurement industry
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