Real-World Data Market by Source, Application, End User, and Geography - Global Forecast to 2036

Real-World Data (RWD) Market by Source (EHR, Claims, Clinical Trials, Pharmacy, Patient-Reported), Application (Drug Development, Market Access, Post-Market Surveillance), End User (Pharma & Biotech, Payers, Providers), and Region - Global Forecast to 2036

According to the research report titled, 'Real-World Data (RWD) Market by Source (EHR, Claims, Clinical Trials, Pharmacy, Patient-Reported), Application (Drug Development, Market Access, Post-Market Surveillance), End User (Pharma & Biotech, Payers, Providers), and Region - Global Forecast to 2036,' the global real-world data market is expected to reach approximately USD 2.7 billion by 2036 from USD 1.45 billion in 2026, at a CAGR of 6.4% during the forecast period (2026-2036). The report provides an in-depth analysis of the global real-world data market across five major regions, emphasizing the current market trends, market sizes, recent developments, and forecasts till 2036. Following extensive secondary and primary research and an in-depth analysis of the market scenario, the report conducts the impact analysis of the key industry drivers, restraints, opportunities, and challenges. The major factors driving the growth of the real-world data market include the global healthcare industry's shift toward value-based care, rising need to accelerate drug development timelines, increasing regulatory acceptance of real-world evidence for decision-making, and rapid digitalization of healthcare. Additionally, AI and advanced analytics integration, expansion of decentralized clinical trials, patient-centric data collection, and personalized medicine initiatives are expected to create significant growth opportunities for players operating in the real-world data market.

Key Players

The key players operating in the global real-world data market are IQVIA Inc. (U.S.), Merative (U.S.), Optum Inc. (U.S.), Aetion, Inc. (U.S.), Flatiron Health, Inc. (U.S.), Verana Health (U.S.), ICON plc (Ireland), Syneos Health (U.S.), and various other regional and emerging analytics companies, data providers, and clinical research organizations, among others.

Market Segmentation

The real-world data market is segmented by source (EHR/EMR/Clinical Data, Claims, Clinical Trials, Pharmacy, Patient-Reported/Wearable Data), application (drug development & approvals, market access & reimbursement, post-market surveillance), end user (pharmaceutical & biotechnology companies, payers, providers), and geography. The study also evaluates industry competitors and analyzes the market at the country level.

Based on Source

By source, the EMR/EHR/Clinical Data segment accounts for around 45-50% of the overall real-world data market in 2026, reflecting the widespread adoption of electronic health records in healthcare systems globally. EHRs contain detailed clinical information including diagnoses, medications, lab results, and physician notes. However, the Patient-Generated/Wearable Data segment is expected to grow at the fastest CAGR during the forecast period, driven by the proliferation of consumer wearables and digital health apps capturing continuous, real-time data on patient physiology and behavior. Claims data, clinical trials data, and pharmacy records represent important complementary sources.

Based on Application

By application, the Drug Development & Approvals segment holds the largest share of the overall real-world data market in 2026, accounting for around 35-40% of total revenue. Pharmaceutical and biotechnology companies leverage RWD across the entire drug lifecycle, from trial design to regulatory submissions. The Market Access & Reimbursement/Payer Decisions segment is also a major consumer of RWD, as payers require robust evidence of a drug's real-world effectiveness and value. Post-market surveillance represents a growing application area for ongoing safety monitoring.

Based on End User

By end user, the Pharmaceutical, Biotechnology, and Medical Device Companies segment is expected to witness the fastest CAGR during the forecast period, as these organizations increasingly adopt RWD to optimize drug development and market access strategies. Payers (insurance companies, healthcare systems) use RWD for coverage decisions and reimbursement negotiations. Providers (hospitals, clinics) leverage RWD to optimize treatment pathways and improve patient outcomes.

Geographic Analysis

An in-depth geographic analysis of the industry provides detailed qualitative and quantitative insights into the five major regions (North America, Europe, Asia-Pacific, Latin America, and the Middle East & Africa) and the coverage of major countries in each region. In 2026, North America dominates the global real-world data market with the largest market share, primarily attributed to advanced healthcare IT infrastructure, high adoption of EHRs, and a favorable regulatory environment. The 21st Century Cures Act and FDA guidance have created a clear framework for RWE use in regulatory submissions. Europe's growth is driven by initiatives like the European Health Data Space and EMA's DARWIN EU network. Asia-Pacific is poised to be the fastest-growing region during the forecast period, fueled by massive government investments in healthcare digitalization in countries like China and Singapore, a rapidly expanding pharmaceutical market, and growing clinical trial landscape.

Key Questions Answered in the Report-

• What is the current revenue generated by the real-world data market globally?
• At what rate is the global real-world data market demand projected to grow for the next 7-10 years?
• What are the historical market sizes and growth rates of the global real-world data market?
• What are the major factors impacting the growth of this market at the regional and country levels? What are the major opportunities for existing players and new entrants in the market?
• Which segments in terms of source, application, and end user are expected to create major traction for the service providers in this market?
• What are the key geographical trends in this market? Which regions/countries are expected to offer significant growth opportunities for the companies operating in the global real-world data market?
• Who are the major players in the global real-world data market? What are their specific service offerings in this market?
• What are the recent strategic developments in the global real-world data market? What are the impacts of these strategic developments on the market?

Scope of the Report:

Real-World Data (RWD) Market Assessment -- by Source

• EMR/EHR/Clinical Data
• Claims Data
• Clinical Trials Data
• Pharmacy Data
• Patient-Reported/Wearable Data

Real-World Data (RWD) Market Assessment -- by Application

• Drug Development & Approvals
• Market Access & Reimbursement/Payer Decisions
• Post-Market Surveillance
• Other Applications

Real-World Data (RWD) Market Assessment -- by End User

• Pharmaceutical & Biotechnology Companies
• Medical Device Companies
• Payers (Insurance Companies, Healthcare Systems)
• Providers (Hospitals, Clinics)
• Other End Users

Real-World Data (RWD) Market Assessment -- by Geography

• North America
• U.S.
• Canada
• Europe
• Germany
• France
• UK
• Italy
• Spain
• Rest of Europe
• Asia-Pacific
• China
• India
• Japan
• South Korea
• Singapore
• Rest of Asia-Pacific
• Latin America
• Brazil
• Mexico
• Argentina
• Rest of Latin America
• Middle East & Africa
• Saudi Arabia
• UAE
• South Africa
• Rest of Middle East & Africa