Audience Analytics Global Market Report 2025

Audience analytics involves the systematic collection and analysis of data pertaining to a specific audience or demographic, aiming to gain valuable insights into their behaviors, preferences, demographics, and interests. These insights empower businesses to make informed, data-driven decisions, optimize marketing strategies, enhance consumer engagement, tailor content or products, and ultimately improve overall business performance.

Key components of audience analytics include services and solutions. Services encompass comprehensive support and assistance provided by providers to help businesses effectively leverage audience data for strategic decision-making and business growth. These services find application across various domains such as sales and marketing, customer experience management, and others, catering to diverse end users including banking, financial services, and insurance sectors, telecom and information technology companies, healthcare providers, media and entertainment firms, retailers, and others.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report's Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

The sharp rise in U.S. tariffs and the ensuing trade tensions in spring 2025 are having a significant impact on the information technology sector, especially in hardware manufacturing, data infrastructure, and software deployment. Increased duties on imported semiconductors, circuit boards, and networking equipment have driven up production and operating costs for tech companies, cloud service providers, and data centers. Firms that depend on globally sourced components for laptops, servers, and consumer electronics are grappling with extended lead times and mounting pricing pressures. At the same time, tariffs on specialized software and retaliatory actions by key international markets have disrupted global IT supply chains and dampened foreign demand for U.S.-made technologies. In response, the sector is ramping up investments in domestic chip production, broadening its supplier network, and leveraging AI-powered automation to improve resilience and manage costs more effectively.

The audience analytics market research report is one of a series of new reports from The Business Research Company that provides audience analytics market statistics, including audience analytics industry global market size, regional shares, competitors with an audience analytics market share, detailed audience analytics market segments, market trends and opportunities, and any further data you may need to thrive in the audience analytics industry. This audience analytics market research report delivers a complete perspective on everything you need, with an in-depth analysis of the current and future scenarios of the industry.

The audience analytics market size has grown rapidly in recent years. It will grow from $5.86 billion in 2024 to $6.56 billion in 2025 at a compound annual growth rate (CAGR) of 12.0%. The growth in the historic period can be attributed to demographic information, previous marketing campaigns, website traffic patterns, social media interactions, customer feedback.

The audience analytics market size is expected to see rapid growth in the next few years. It will grow to $10.54 billion in 2029 at a compound annual growth rate (CAGR) of 12.6%. The growth in the forecast period can be attributed to Increasing digitalization, demand for personalization, the growing importance of the customer experience, and the rise of social media and online communities. Major trends in the forecast period include AI and machine learning integration, real-time analytics, cross-channel integration, predictive analytics, personalization at scale.

The forecast of 12.6% growth over the next five years reflects a modest reduction of 0.2% from the previous estimate for this market. This reduction is primarily due to the impact of tariffs between the US and other countries. Tariffs on imported AI accelerators and cloud-based video analytics infrastructure may delay audience analytics innovations used in marketing and content personalization. The effect will also be felt more widely due to reciprocal tariffs and the negative effect on the global economy and trade due to increased trade tensions and restrictions.

The surge in e-commerce activities is poised to drive the growth of the audience analytics market in the foreseeable future. E-commerce, the electronic buying and selling of goods and services over the internet or electronic networks, is experiencing a rapid ascent due to factors such as widespread smartphone availability, internet connectivity, competitive pricing, and consumer convenience. Audience analytics play a pivotal role in e-commerce by empowering businesses to gain deeper insights into their customers, deliver personalized experiences, optimize operations, and foster growth in a fiercely competitive landscape. E-commerce platforms leverage data analytics and algorithms to offer personalized recommendations and promotions based on consumers' browsing and purchasing histories, thereby enhancing the overall shopping experience. For example, according to the United States Census Bureau in February 2024, total US e-commerce sales were estimated at $1,118.7 billion in 2023, marking a 7.6% increase from 2022, with e-commerce total sales in the USA rising by 15.4% in 2023 compared to 14.7% in 2022. Hence, the burgeoning e-commerce activities are fueling the expansion of the audience analytics market.

Key players in the audience analytics market are actively focusing on the development of innovative AI-driven advancements, such as AI-based audience analytics platforms, to enrich their services and offerings and enhance market competitiveness. An AI-based audience analytics platform is a software solution that harnesses artificial intelligence (AI) and machine learning algorithms to analyze extensive datasets pertaining to audience behavior, preferences, and interactions. For instance, Alfi Inc., a US-based software company, launched AI Audience Analytics in June 2022, offering real-time audience matching, insights, and impression verification tailored for digital out-of-home advertising. This AI-powered SaaS advertising platform delivers cutting-edge measurement solutions, enabling brands and screen owners to gain real-time insights into consumer behavior. Furthermore, leveraging advanced algorithms, this innovative platform analyzes real-time audience data, enabling advertisers to derive actionable insights to fine-tune their digital out-of-home advertising campaigns, ensure precise audience targeting, and validate impressions with precision.

In February 2022, Brightcove Inc., a software company based in the United States, successfully acquired Wicket Labs Inc. for an undisclosed sum. This strategic acquisition is geared towards elevating Brightcove's analytics offering with enhanced audience insights. It underscores Brightcove's commitment to utilizing analytics, artificial intelligence, and machine learning to empower customers in effectively engaging and monetizing their content. Wicket Labs Inc., headquartered in the US, is renowned for providing audience analytics through its platform, offering valuable insights tailored for media companies.

Major companies operating in the audience analytics market are Google plc, Microsoft Corporation, Verizon Communications Inc., Alibaba Group Holding Limited, Comcast Corporation, AT&T Inc., Meta Platforms Inc., Tencent Holdings Limited, Amazon Web Services Inc., International Business Machines Corporation, Oracle Corporation, SAP SE, ViacomCBS Inc., Salesforce.com Inc., Baidu Inc., Experian plc, Snap Inc., Akamai Technologies Inc., JCDecaux, Nielsen Holdings plc, Roku Inc., SAS Institute Inc., Pinterest Inc., Acxiom Corporation, Comscore Inc.

North America was the largest region in the audience analytics market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the audience analytics market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

The countries covered in the audience analytics market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The audience analytics market includes revenues earned by entities by providing services such as data collection and integration, behavioral analysis, predictive analysis, campaign optimization, and customer journey mapping. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

Audience Analytics Global Market Report 2025 from The Business Research Company provides strategists, marketers and senior management with the critical information they need to assess the market.

This report focuses on audience analytics market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.

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Where is the largest and fastest growing market for audience analytics ? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward, including technological disruption, regulatory shifts, and changing consumer preferences? The audience analytics market global report from the Business Research Company answers all these questions and many more.

The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market's historic and forecast market growth by geography.

• The market characteristics section of the report defines and explains the market.
• The market size section gives the market size ($b) covering both the historic growth of the market, and forecasting its development.
• The forecasts are made after considering the major factors currently impacting the market. These include:

The forecasts are made after considering the major factors currently impacting the market. These include the technological advancements such as AI and automation, Russia-Ukraine war, trade tariffs (government-imposed import/export duties), elevated inflation and interest rates.

• Market segmentations break down the market into sub markets.
• The regional and country breakdowns section gives an analysis of the market in each geography and the size of the market by geography and compares their historic and forecast growth.
• The competitive landscape chapter gives a description of the competitive nature of the market, market shares, and a description of the leading companies. Key financial deals which have shaped the market in recent years are identified.
• The trends and strategies section analyses the shape of the market as it emerges from the crisis and suggests how companies can grow as the market recovers.

Scope

• Markets Covered:1) By Component: Service; Solution
• 2) By Application: Sales And Marketing; Customer Experience; Other Applications
• 3) By End User: Banking, Financial Services, And Insurance; Telecom And Information Technology; Healthcare; Media And entertainment; Retail; Other End Users
• Subsegments:
• 1) By Service: Consulting Services; Data Management And Integration Services; Training And Support Services; Custom Analytics Services
• 2) By Solution: Audience Measurement Software; Data Visualization Tools; Customer Relationship Management (CRM) Systems; Predictive Analytics Solutions
• Companies Mentioned: Google plc; Microsoft Corporation; Verizon Communications Inc.; Alibaba Group Holding Limited; Comcast Corporation; AT&T Inc.; Meta Platforms Inc.; Tencent Holdings Limited; Amazon Web Services Inc.; International Business Machines Corporation; Oracle Corporation; SAP SE; ViacomCBS Inc.; Salesforce.com Inc.; Baidu Inc.; Experian plc; Snap Inc.; Akamai Technologies Inc.; JCDecaux; Nielsen Holdings plc; Roku Inc.; SAS Institute Inc.; Pinterest Inc.; Acxiom Corporation; Comscore Inc.
• Countries: Australia; Brazil; China; France; Germany; India; Indonesia; Japan; Russia; South Korea; UK; USA; Canada; Italy; Spain
• Regions: Asia-Pacific; Western Europe; Eastern Europe; North America; South America; Middle East; Africa
• Time Series: Five years historic and ten years forecast.
• Data: Ratios of market size and growth to related markets, GDP proportions, expenditure per capita,
• Data Segmentations: country and regional historic and forecast data, market share of competitors, market segments.
• Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.
• Delivery Format: PDF, Word and Excel Data Dashboard.