Audience Measurement Systems Market Outlook

The global audience measurement systems market size was valued at approximately USD 2.8 billion in 2023 and is expected to reach USD 5.7 billion by 2032, growing at a compound annual growth rate (CAGR) of 8.1% during the forecast period. This growth is driven by the increasing need for precise data analytics and insights in the media and entertainment industry, which are essential for making informed decisions and targeting audiences effectively.

One of the primary growth factors for the audience measurement systems market is the exponential rise in digital media consumption. As more consumers shift towards digital platforms for entertainment and information, there is a growing need for advanced measurement tools that can accurately capture audience behavior across various devices and channels. This transition from traditional to digital media necessitates more sophisticated and real-time analytics solutions, thus fostering market growth. Additionally, the increasing penetration of smartphones and high-speed internet has augmented the consumption of digital content, further propelling the demand for audience measurement systems.

Another significant growth driver is the burgeoning advertising industry, which relies heavily on accurate audience measurement to optimize ad placements and enhance ROI. Advertisers and media agencies need detailed insights into audience demographics, preferences, and engagement levels to tailor their campaigns effectively. This requires robust audience measurement systems that can provide granular data and actionable insights, thus boosting their adoption. Moreover, the growing trend of personalized advertising, driven by advancements in data analytics and artificial intelligence, is also contributing to the market expansion.

The increase in regulatory requirements regarding transparency and accountability in media ratings is also stimulating market growth. Governments and regulatory bodies across various regions are mandating the use of reliable and transparent measurement systems to ensure fair competition and accuracy in audience ratings. This regulatory push is compelling media companies to adopt advanced measurement solutions that comply with industry standards, thereby driving the market. Furthermore, the integration of advanced technologies such as AI, machine learning, and big data analytics in audience measurement systems is enhancing their capabilities, making them more reliable and efficient.

From a regional perspective, North America holds a dominant position in the audience measurement systems market, primarily due to the presence of major media companies and advanced technological infrastructure. The region's early adoption of digital technologies and high expenditure on advertising are significant factors contributing to its market leadership. However, the Asia Pacific region is expected to witness the highest growth rate during the forecast period, driven by the rapid digitization of media and increasing internet penetration. The growing middle-class population and rising disposable income in countries like China and India are also augmenting the demand for media content, thereby boosting the need for audience measurement systems.

Component Analysis

In the audience measurement systems market, the component segment is divided into software, hardware, and services. The software segment holds the largest market share, driven by the increasing demand for advanced analytics tools and platforms that can provide real-time insights into audience behavior. These software solutions are designed to handle large volumes of data, offering features like data visualization, predictive analytics, and automated reporting. The integration of AI and machine learning in these software solutions further enhances their capabilities, allowing for more accurate and sophisticated audience measurement.

The hardware segment, although smaller in comparison to software, is also experiencing steady growth. This includes devices and sensors used for audience data collection, such as set-top boxes, smart TVs, and mobile devices. The proliferation of connected devices and advancements in IoT technology are driving the demand for hardware components in audience measurement systems. These devices provide valuable data on audience interactions and behavior, which can be analyzed to gain deeper insights into consumer preferences and engagement levels.

The services segment encompasses a range of offerings, including consulting, implementation, and maintenance services.

The Audience Intelligence Platform market is experiencing robust growth, driven by the increasing need for brands to understand and engage with their target audiences effectively. This sophisticated technology goes beyond basic demographics, providing deep insights into consumer behavior, preferences, and online interactions. The market, valued at approximately $5 billion in 2025, is projected to experience a Compound Annual Growth Rate (CAGR) of 15% from 2025 to 2033. This growth is fueled by several key factors. Firstly, the proliferation of digital channels and the explosion of data available online create a compelling need for robust analytical tools capable of extracting meaningful information from complex datasets. Secondly, the rise of personalized marketing strategies necessitates a precise understanding of individual customer profiles, enhancing campaign effectiveness and return on investment (ROI). Finally, the increasing adoption of artificial intelligence (AI) and machine learning (ML) within the platforms is further improving the accuracy and speed of audience analysis, enabling businesses to respond to market changes in real-time. This rapid expansion is attracting significant investment and innovation within the market. While established players like Brandwatch and Audiense maintain strong market positions, several smaller, agile companies are challenging the status quo through unique offerings and specialized functionalities. Challenges remain, however. Data privacy concerns and regulations like GDPR continue to shape the landscape, demanding platforms to prioritize responsible data handling practices. Furthermore, the complexity of some solutions and the ongoing need for skilled professionals to interpret the data generated pose barriers to broader adoption, particularly for smaller businesses. Nevertheless, the overarching trend remains positive, indicating a substantial and sustained market opportunity for innovative and user-friendly Audience Intelligence Platforms in the coming years.

The Influencer Marketing market is experiencing robust growth, projected to reach $13.80 billion in 2025 and exhibiting a Compound Annual Growth Rate (CAGR) of 31.95% from 2025 to 2033. This expansion is fueled by several key drivers. The increasing adoption of social media and the rising preference for authentic brand endorsements by consumers are major contributors. Businesses are increasingly recognizing the effectiveness of influencer marketing in reaching targeted audiences, building brand awareness, and driving sales, particularly amongst younger demographics. Further driving growth is the evolution of influencer marketing platforms and analytics tools that provide greater transparency and measurability of campaign performance, allowing for more sophisticated strategies and ROI assessment. The diverse range of influencer types, from micro-influencers to mega-influencers, allows for customized campaigns reaching various market segments. Key segments include software and service components, targeting both Small and Medium Enterprises (SMEs) and Large Enterprises across diverse applications like campaign management, search and discovery, analytics, product seeding, and others. Retail and e-commerce, fashion and lifestyle, travel and hospitality, and food and beverage industries are leading end-user sectors. Geographic distribution shows a strong presence across North America, Europe, and Asia, with the United States, China, and the UK representing significant market shares. However, the market's growth potential is extensive, with emerging markets in Asia and Latin America expected to contribute significantly to the overall expansion in the coming years. While challenges exist, such as influencer fraud and maintaining authenticity, the industry is proactively addressing these concerns through improved verification methods and increased transparency. The continued advancement of technology, the expanding reach of social media platforms, and the evolving consumer behavior suggest that the influencer marketing market will maintain its high growth trajectory throughout the forecast period, creating significant opportunities for market participants. Recent developments include: August 2024: The Tourism Authority of Thailand (TAT) has unveiled its new influencer marketing platform, 'TAT Connex', marking a significant step in its digital transformation strategy for promoting and developing tourism. 'TAT Connex' invites a diverse range of participants, including local and international Key Opinion Leaders (KOLs), influencers, bloggers, media personalities, and celebrities. They can connect with ten distinct categories of tourism-related businesses. These categories encompass dining establishments, hotels and homestays, transportation services, recreational activities and attractions, travel agencies, health and beauty services, shopping centers, entertainment venues, and souvenir shops.July 2024: Collective Artists Network, a new media entity focused on pop culture, is venturing into AI by acquiring Galleri5. Galleri5 is an AI-driven platform specializing in influencer marketing analytics and content management, catering to brands and influencers. Its offerings encompass AI-generated visual content, creator intelligence, campaign oversight, and trend prediction. By acquiring Galleri5, the firm is making a significant stride in weaving deep tech and AI into the fabric, bolstering its capacity to deliver state-of-the-art solutions to talents, content platforms, and brands.July 2024: Publicis Groupe has agreed to acquire Influential, the leading global influencer marketing platform. Influential specializes in authentically linking brands to their audiences through creating, deploying, and optimizing digital campaigns driven by creators. As the world's largest influencer marketing firm by revenue, Influential boasts a proprietary AI-driven technology platform that analyzes over 100 billion data points. Its expansive network includes over 3.5 million creators, granting access to data on 90% of global influencers with over 1 million followers. Currently, Influential provides its services to more than 300 brands worldwide.June 2024: Qoruz, an influencer marketing platform based in India, has partnered with Dabur, a brand celebrated for its natural and Ayurvedic products. This collaboration enhances Dabur's influencer marketing strategy, fostering more authentic and impactful connections with its audience. Leveraging Qoruz's sophisticated analytics and influencer management tools, Dabur aims to pinpoint influencers that resonate with the brand's fundamental values. Through Qoruz’s platform, Dabur gains data-driven insights into influencer performance and audience engagement, enabling them to craft campaigns that effectively resonate with their target demographic.. Key drivers for this market are: Firms Increasing Necessity to Utilize Influencer Marketing Platforms for Enhanced Consumer Engagement, Increasing Penetration of Social Media Platforms. Potential restraints include: Firms Increasing Necessity to Utilize Influencer Marketing Platforms for Enhanced Consumer Engagement, Increasing Penetration of Social Media Platforms. Notable trends are: Fashion and Lifestyle is Expected to Hold Significant Share.

The Audience Analytics Market size was valued at USD 4.55 billion in 2023 and is projected to reach USD 9.93 billion by 2032, exhibiting a CAGR of 11.8 % during the forecasts period. The Audience Analytics Market is strictly identified as products and services that allow the assessment of audience interactions, inclinations, and activities in connection with media and intermediaries. Such analytics give information about the demographic of users along with the frequency and pattern of viewing the contents the interaction between users and businesses can use these analytics to plan better content and marketing strategies. It includes areas as diverse as digital advertising and media planning to consumer research and analytics, allowing organisations to enhance alignments and the accuracy of deliverance. Such trends are evident in adopting the artificial intelligence and machine learning for better forecasting the audience behavior, the real-time data processing, the combination of analytics across different channels to get the overall picture of audience engagement. There are new trends that are gradually emerging, and these include the following: The importance of data privacy is gradually rising and; The use of better and improved analytical tools that should improve decision making processes.

Demographics Analysis with Consumer Edge Credit & Debit Card Transaction Data

Consumer Edge is a leader in alternative consumer data for public and private investors and corporate clients. CE Transact Signal is an aggregated transaction feed that includes consumer transaction data on 100M+ credit and debit cards, including 14M+ active monthly users. Capturing online, offline, and 3rd-party consumer spending on public and private companies, data covers 12K+ merchants and deep demographic and geographic breakouts. Track detailed consumer behavior patterns, including retention, purchase frequency, and cross shop in addition to total spend, transactions, and dollars per transaction.

Consumer Edge’s consumer transaction datasets offer insights into industries across consumer and discretionary spend such as: • Apparel, Accessories, & Footwear • Automotive • Beauty • Commercial – Hardlines • Convenience / Drug / Diet • Department Stores • Discount / Club • Education • Electronics / Software • Financial Services • Full-Service Restaurants • Grocery • Ground Transportation • Health Products & Services • Home & Garden • Insurance • Leisure & Recreation • Limited-Service Restaurants • Luxury • Miscellaneous Services • Online Retail – Broadlines • Other Specialty Retail • Pet Products & Services • Sporting Goods, Hobby, Toy & Game • Telecom & Media • Travel

This data sample illustrates how Consumer Edge data can be used to compare demographics breakdown (age and income excluded in this free sample view) for one company vs. a competitor for a set period of time (Ex: How do demographics like wealth, ethnicity, children in the household, homeowner status, and political affiliation differ for Walmart vs. Target shopper?).

Inquire about a CE subscription to perform more complex, near real-time demographics analysis functions on public tickers and private brands like: • Analyze a demographic, like age or income, within a state for a company in 2023 • Compare all of a company’s demographics to all of that company’s competitors through most recent history

Consumer Edge offers a variety of datasets covering the US and Europe (UK, Austria, France, Germany, Italy, Spain), with subscription options serving a wide range of business needs.

Use Case: Demographics Analysis

Problem A global retailer wants to understand company performance by age group.

Solution Consumer Edge transaction data can be used to analyze shopper transactions by age group to understand: • Overall sales growth by age group over time • Percentage sales growth by age group over time • Sales by age group vs. competitors

Impact Marketing and Consumer Insights were able to: • Develop weekly reporting KPI's on key demographic drivers of growth for company-wide reporting • Reduce investment in underperforming age groups, both online and offline • Determine retention by age group to refine campaign strategy • Understand how different age groups are performing compared to key competitors

Corporate researchers and consumer insights teams use CE Vision for:

Corporate Strategy Use Cases • Ecommerce vs. brick & mortar trends • Real estate opportunities • Economic spending shifts

Marketing & Consumer Insights • Total addressable market view • Competitive threats & opportunities • Cross-shopping trends for new partnerships • Demo and geo growth drivers • Customer loyalty & retention

Investor Relations • Shareholder perspective on brand vs. competition • Real-time market intelligence • M&A opportunities

Most popular use cases for private equity and venture capital firms include: • Deal Sourcing • Live Diligences • Portfolio Monitoring

Public and private investors can leverage insights from CE’s synthetic data to assess investment opportunities, while consumer insights, marketing, and retailers can gain visibility into transaction data’s potential for competitive analysis, understanding shopper behavior, and capturing market intelligence.

Most popular use cases among public and private investors include: • Track Key KPIs to Company-Reported Figures • Understanding TAM for Focus Industries • Competitive Analysis • Evaluating Public, Private, and Soon-to-be-Public Companies • Ability to Explore Geographic & Regional Differences • Cross-Shop & Loyalty • Drill Down to SKU Level & Full Purchase Details • Customer lifetime value • Earnings predictions • Uncovering macroeconomic trends • Analyzing market share • Performance benchmarking • Understanding share of wallet • Seeing subscription trends

Fields Include: • Day • Merchant • Subindustry • Industry • Spend • Transactions • Spend per Transaction (derivable) • Cardholder State • Cardholder CBSA • Cardholder CSA • Age • Income • Wealth • Ethnicity • Political Affiliation • Children in Household • Adults in Household • Homeowner vs. Renter • Business Owner • Retention by First-Shopped Period ...

According to Cognitive Market Research, the global audience analytics market size is USD 6.30 billion in 2024 and will expand at a compound annual growth rate (CAGR) of 11.8% from 2024 to 2031.

Market Dynamics of Audience Analytics Market

Key Drivers for Audience Analytics Market

Rising Adoption of Digital Tools- An explosion in digital data is forcing firms to examine their audience targeting strategies in light of the growing number of online businesses and customers. Many businesses nowadays aim to increase client involvement and loyalty through targeted, individualized marketing campaigns. Targeting certain demographics with hyper-specific advertising is made easier with the use of audience analytics.


Businesses are recognizing the importance of audience analytics in gaining a competitive advantage in the audience analytics market.

Key Restraints for Audience Analytics Market

Raising consciousness about the need for data privacy and enacting stringent legislation are impeding the expansion of the audience analytics market.


The high investment is hindering the expansion of the audience analytics industry.

Introduction of the Audience Analytics Market

Audience analytics is the practice of collecting and analyzing data on a target audience in order to learn more about their demographics, interests, and habits. Organizations and corporations can use this data to get in front of the right people with the right messages. Business digitization and the proliferation of targeted marketing are driving the audience analytics industry forward. Marketers are taking advantage of advanced analytics to understand their audiences’ habits and tastes better as the number of online interactions between brands and consumers continues to rise. In addition, businesses may leverage AI tools and big data technology to rapidly handle massive amounts of data, which in turn helps them find valuable insights that guide their marketing efforts. More and more businesses are using advanced analytics tools to understand their customers better and provide them with personalized content in order to comply with strict data protection requirements and foster personalized interaction. Data privacy requirements are accelerating market growth are becoming stricter, and organizations of all sizes now have an easier time collecting, analyzing, and interpreting audience data because of modern audience analytics systems.

Audience Measurement Market Outlook

The global audience measurement market size was valued at approximately USD 3.2 billion in 2023 and is projected to reach around USD 5.8 billion by 2032, with a Compound Annual Growth Rate (CAGR) of 6.5% from 2024 to 2032. This impressive growth is driven by the increasing need for precise, data-driven insights to optimize advertising and content strategies across various platforms.

One of the primary growth factors of the audience measurement market is the ongoing digital transformation across industries. As digital platforms gain prominence, the need to understand and analyze audience behavior in real-time has become crucial. Companies are investing heavily in advanced analytics and machine learning technologies to gain deeper insights into audience preferences and consumption patterns. This shift towards digitalization is expected to drive the demand for sophisticated audience measurement tools and services, contributing significantly to market growth.

Another key driver is the proliferation of connected devices and the Internet of Things (IoT). With the increasing adoption of smartphones, smart TVs, and other connected devices, audiences are consuming content across multiple platforms and devices. This multi-platform consumption behavior necessitates advanced measurement solutions that can track and analyze audience engagement across various touchpoints. Consequently, companies are focusing on developing cross-platform measurement solutions to capture a holistic view of audience interactions, further propelling market growth.

Moreover, the growing emphasis on personalized advertising and content delivery is fueling the need for accurate audience measurement. Advertisers and content creators are leveraging audience data to tailor their messages and offerings to specific segments, enhancing user engagement and satisfaction. This trend towards personalization requires robust measurement solutions that can provide granular insights into audience demographics, preferences, and behaviors. The increasing demand for personalized experiences is, therefore, a significant factor driving the growth of the audience measurement market.

Regionally, North America holds a dominant position in the audience measurement market, owing to the early adoption of advanced technologies and the presence of major industry players. The region is expected to maintain its leadership during the forecast period, driven by continuous investments in research and development and a strong focus on technological innovation. On the other hand, the Asia Pacific region is anticipated to witness the highest growth rate, supported by the rapid digitalization, increasing internet penetration, and expanding media and entertainment industry. This regional growth perspective underscores the global nature of the audience measurement market, with diverse growth opportunities across different geographies.

In this evolving landscape, Broadcast Media Monitoring has become an essential component for companies aiming to stay ahead in the competitive media environment. By leveraging advanced monitoring technologies, broadcasters can gain real-time insights into content performance and audience engagement. This capability is crucial for optimizing programming schedules and advertising strategies, ensuring that content resonates with target audiences. Furthermore, Broadcast Media Monitoring enables companies to track competitor activities and industry trends, providing a strategic advantage in decision-making processes. As the media landscape continues to diversify, the role of monitoring tools in enhancing operational efficiency and audience understanding cannot be overstated.

Component Analysis

The audience measurement market is segmented into two primary components: software and services. The software segment includes a range of analytics and measurement tools designed to collect, analyze, and report audience data. This segment is witnessing significant growth due to the increasing adoption of advanced analytics solutions and the integration of artificial intelligence and machine learning technologies. These tools enable organizations to gain real-time insights into audience behavior, thereby enhancing decision-making processes and optimizing marketing strategies.

Services, the other critical component, encompass various support and maintenance services, consulting, and managed services. With the growing complexi

Audience Measurement Market size is growing at a moderate pace with substantial growth rates over the last few years and is estimated that the market will grow significantly in the forecasted period i.e. 2024 to 2031.

Global Audience Measurement Market Drivers

The Audience Measurement Market is influenced by several key drivers that are shaping its growth and expansion. Here is an explanation of each driver:

Increased Digital Media Consumption: The surge in digital media consumption is a primary driver for the audience measurement market. The advent of smartphones, social media platforms, and streaming services has resulted in a significant shift in how content is consumed. Audiences are more fragmented than ever before, accessing content across varied devices and channels. This diversification demands robust audience measurement tools to track, analyze, and understand viewing habits across these multiple platforms. Media companies and advertisers rely on this data to optimize their content distribution and marketing strategies, making accurate and comprehensive audience measurement indispensable. Growth in Advertising Expenditure: Advertising expenditure is on the rise globally, driven by the proliferation of new digital advertising channels and formats. Marketers are increasingly investing in targeted advertising to maximize the return on their advertising spend. Precise audience measurement data helps advertisers to tailor their ads to the right demographic, ensuring that their messages reach the most relevant audience. This data-driven approach leads to more efficient advertising and higher conversion rates, fueling demand for sophisticated audience measurement solutions. Advancements in Technology: Technological advancements, such as big data analytics, artificial intelligence, and machine learning, are revolutionizing audience measurement. These technologies enhance the ability to process vast amounts of data quickly and accurately, providing deeper insights into audience behavior and preferences. The integration of these advanced technologies allows for real-time tracking, predictive analysis, and more nuanced audience segmentation. Companies that leverage these capabilities can offer more precise and actionable insights, driving market growth. Need for Cross-Platform Measurement: As consumers continue to consume content across a variety of platforms—such as traditional TV, online streaming, social media, and mobile apps—the challenge of cross-platform measurement has become more pronounced. Businesses require comprehensive tools that can track and measure audience engagement seamlessly across all these platforms to gain a holistic understanding of their audience. Effective cross-platform measurement is crucial for obtaining unified insights that drive strategic decision-making in content creation, marketing, and distribution. Regulatory and Compliance Requirements: Regulations concerning data privacy and protection, such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the USA, have heightened the need for transparent and compliant audience measurement practices. Companies are compelled to adopt measurement solutions that adhere to these regulations to avoid hefty penalties and maintain consumer trust. As a result, there is growing demand for measurement tools that can ensure data privacy while still providing valuable insights. Emerging Markets and Global Expansion: Emerging markets present significant growth opportunities for the audience measurement market. Increasing internet penetration and smartphone adoption in regions like Asia-Pacific, Latin America, and Africa are leading to higher digital content consumption. This, in turn, increases the need for sophisticated audience measurement tools to understand these new audiences. Companies looking to expand globally require localized insights to tailor their strategies effectively, driving demand for comprehensive measurement solutions that can cater to diverse markets.

As of January 2024, Instagram was slightly more popular with men than women, with men accounting for 50.6 percent of the platform’s global users. Additionally, the social media app was most popular amongst younger audiences, with almost 32 percent of users aged between 18 and 24 years.

              Instagram’s Global Audience

              As of January 2024, Instagram was the fourth most popular social media platform globally, reaching two billion monthly active users (MAU). This number is projected to keep growing with no signs of slowing down, which is not a surprise as the global online social penetration rate across all regions is constantly increasing.
              As of January 2024, the country with the largest Instagram audience was India with 362.9 million users, followed by the United States with 169.7 million users.

              Who is winning over the generations?

              Even though Instagram’s audience is almost twice the size of TikTok’s on a global scale, TikTok has shown itself to be a fierce competitor, particularly amongst younger audiences. TikTok was the most downloaded mobile app globally in 2022, generating 672 million downloads. As of 2022, Generation Z in the United States spent more time on TikTok than on Instagram monthly.

DRAKO is a Mobile Location Audience Targeting provider with a programmatic trading desk specialising in geolocation analytics and programmatic advertising. Through our customised approach, we offer business and consumer insights as well as addressable audiences for advertising.

Mobile Location Data can be meaningfully transformed into Audience Targeting when used in conjunction with other dataset. Our expansive POI Data allows us to segment users by visitation to major brands and retailers as well as categorizes them into syndicated segments. Beyond POI visits, our proprietary Home Location Model determines residents of geographic areas such as Designated Market Areas, Counties, or States. Relatedly, our Home Location Model also fuels our Geodemographic Census Data segments as we are able to determine residents of the smallest census units. Additionally, we also have audiences of: ticketed event and venue visitors; survey data; and retail data.

All of our Audience Targeting is 100% deterministic in that it only includes high-quality, real visits to locations as defined by a POIs satellite imagery buildings contour. We never use a radius when building an audience unless requested. We have a horizontal accuracy of 5m.

Additionally, we can always cross reference your audience targeting with our syndicated segments:

Overview of our Syndicated Audience Data Segments: - Brand/POI segments (specific named stores and locations) - Categories (behavioural segments - revealed habits) - Census demographic segments (HH income, race, religion, age, family structure, language, etc.,) - Events segments (ticketed live events, conferences, and seminars) - Resident segments (State/province, CMAs, DMAs, city, county, sub-county) - Political segments (Canadian Federal and Provincial, US Congressional Upper and Lower House, US States, City elections, etc.,) - Survey Data (Psychosocial/Demographic survey data) - Retail Data (Receipt/transaction data)

All of our syndicated segments are customizable. That means you can limit them to people within a certain geography, remove employees, include only the most frequent visitors, define your own custom lookback, or extend our audiences using our Home, Work, and Social Extensions.

In addition to our syndicated segments, we’re also able to run custom queries return to you all the Mobile Ad IDs (MAIDs) seen at in a specific location (address; latitude and longitude; or WKT84 Polygon) or in your defined geographic area of interest (political districts, DMAs, Zip Codes, etc.,)

Beyond just returning all the MAIDs seen within a geofence, we are also able to offer additional customizable advantages: - Average precision between 5 and 15 meters - CRM list activation + extension - Extend beyond Mobile Location Data (MAIDs) with our device graph - Filter by frequency of visitations - Home and Work targeting (retrieve only employees or residents of an address) - Home extensions (devices that reside in the same dwelling from your seed geofence) - Rooftop level address geofencing precision (no radius used EVER unless user specified) - Social extensions (devices in the same social circle as users in your seed geofence) - Turn analytics into addressable audiences - Work extensions (coworkers of users in your seed geofence)

Data Compliance: All of our Audience Targeting Data is fully CCPA compliant and 100% sourced from SDKs (Software Development Kits), the most reliable and consistent mobile data stream with end user consent available with only a 4-5 day delay. This means that our location and device ID data comes from partnerships with over 1,500+ mobile apps. This data comes with an associated location which is how we are able to segment using geofences.

Data Quality: In addition to partnering with trusted SDKs, DRAKO has additional screening methods to ensure that our mobile location data is consistent and reliable. This includes data harmonization and quality scoring from all of our partners in order to disregard MAIDs with a low quality score.

As of April 2024, Bahrain was the country with the highest Instagram audience reach with 95.6 percent. Kazakhstan also had a high Instagram audience penetration rate, with 90.8 percent of the population using the social network. In the United Arab Emirates, Turkey, and Brunei, the photo-sharing platform was used by more than 85 percent of each country's population.

The live video analytics market is experiencing robust growth, driven by the escalating adoption of live streaming across diverse sectors like entertainment, e-commerce, and education. The surge in online video consumption, coupled with the increasing need for real-time audience engagement and performance measurement, fuels this expansion. Cloud-based solutions dominate the market due to their scalability, cost-effectiveness, and ease of deployment. However, on-premise solutions remain relevant for organizations with stringent data security and privacy requirements. Key application segments include advertising, live events, and other specialized uses, with advertising analytics seeing particularly strong growth due to the ability to precisely target and measure campaign effectiveness. Major players like Adobe, Akamai, and Vimeo are leveraging advanced technologies like AI and machine learning to enhance their offerings, providing deeper insights into viewer behavior, content performance, and audience demographics. Competitive pressures are driving innovation, leading to the development of more sophisticated analytics tools capable of processing and interpreting vast volumes of streaming data in real-time. Geographical expansion, particularly in rapidly developing economies of Asia-Pacific, further contributes to market expansion. The market is anticipated to maintain a healthy Compound Annual Growth Rate (CAGR) throughout the forecast period (2025-2033). While specific CAGR figures are not provided, considering industry trends and the factors mentioned above, a conservative estimate would be between 15% and 20%. Restraints include data privacy concerns, the complexity of implementing and managing analytics systems, and the high cost associated with advanced analytics platforms. However, the overarching trend suggests continued market growth, propelled by increasing video consumption, sophisticated analytics capabilities, and the ongoing demand for better understanding and optimization of live video streaming strategies. The market is expected to witness further consolidation as larger players acquire smaller firms to enhance their technology portfolio and market share. Future growth will be driven by innovations in areas like personalized video experiences, improved fraud detection, and enhanced integration with other marketing and analytics tools.

TagX Web Browsing Clickstream Data: Unveiling Digital Behavior Across North America and EU Unique Insights into Online User Behavior TagX Web Browsing clickstream Data offers an unparalleled window into the digital lives of 1 million users across North America and the European Union. This comprehensive dataset stands out in the market due to its breadth, depth, and stringent compliance with data protection regulations. What Makes Our Data Unique?

Extensive Geographic Coverage: Spanning two major markets, our data provides a holistic view of web browsing patterns in developed economies. Large User Base: With 300K active users, our dataset offers statistically significant insights across various demographics and user segments. GDPR and CCPA Compliance: We prioritize user privacy and data protection, ensuring that our data collection and processing methods adhere to the strictest regulatory standards. Real-time Updates: Our clickstream data is continuously refreshed, providing up-to-the-minute insights into evolving online trends and user behaviors. Granular Data Points: We capture a wide array of metrics, including time spent on websites, click patterns, search queries, and user journey flows.

Data Sourcing: Ethical and Transparent Our web browsing clickstream data is sourced through a network of partnered websites and applications. Users explicitly opt-in to data collection, ensuring transparency and consent. We employ advanced anonymization techniques to protect individual privacy while maintaining the integrity and value of the aggregated data. Key aspects of our data sourcing process include:

Voluntary user participation through clear opt-in mechanisms Regular audits of data collection methods to ensure ongoing compliance Collaboration with privacy experts to implement best practices in data anonymization Continuous monitoring of regulatory landscapes to adapt our processes as needed

Primary Use Cases and Verticals TagX Web Browsing clickstream Data serves a multitude of industries and use cases, including but not limited to:

Digital Marketing and Advertising:

Audience segmentation and targeting Campaign performance optimization Competitor analysis and benchmarking

E-commerce and Retail:

Customer journey mapping Product recommendation enhancements Cart abandonment analysis

Media and Entertainment:

Content consumption trends Audience engagement metrics Cross-platform user behavior analysis

Financial Services:

Risk assessment based on online behavior Fraud detection through anomaly identification Investment trend analysis

Technology and Software:

User experience optimization Feature adoption tracking Competitive intelligence

Market Research and Consulting:

Consumer behavior studies Industry trend analysis Digital transformation strategies

Integration with Broader Data Offering TagX Web Browsing clickstream Data is a cornerstone of our comprehensive digital intelligence suite. It seamlessly integrates with our other data products to provide a 360-degree view of online user behavior:

Social Media Engagement Data: Combine clickstream insights with social media interactions for a holistic understanding of digital footprints. Mobile App Usage Data: Cross-reference web browsing patterns with mobile app usage to map the complete digital journey. Purchase Intent Signals: Enrich clickstream data with purchase intent indicators to power predictive analytics and targeted marketing efforts. Demographic Overlays: Enhance web browsing data with demographic information for more precise audience segmentation and targeting.

By leveraging these complementary datasets, businesses can unlock deeper insights and drive more impactful strategies across their digital initiatives. Data Quality and Scale We pride ourselves on delivering high-quality, reliable data at scale:

Rigorous Data Cleaning: Advanced algorithms filter out bot traffic, VPNs, and other non-human interactions. Regular Quality Checks: Our data science team conducts ongoing audits to ensure data accuracy and consistency. Scalable Infrastructure: Our robust data processing pipeline can handle billions of daily events, ensuring comprehensive coverage. Historical Data Availability: Access up to 24 months of historical data for trend analysis and longitudinal studies. Customizable Data Feeds: Tailor the data delivery to your specific needs, from raw clickstream events to aggregated insights.

Empowering Data-Driven Decision Making In today's digital-first world, understanding online user behavior is crucial for businesses across all sectors. TagX Web Browsing clickstream Data empowers organizations to make informed decisions, optimize their digital strategies, and stay ahead of the competition. Whether you're a marketer looking to refine your targeting, a product manager seeking to enhance user experience, or a researcher exploring digital trends, our cli...

Mobile App and Web Analytics Market Outlook

The global mobile app and web analytics market size was valued at approximately USD 5.5 billion in 2023 and is projected to reach about USD 15.9 billion by 2032, growing at a compound annual growth rate (CAGR) of 12.5% during the forecast period from 2024 to 2032. The primary growth factor driving this market is the extensive adoption of smartphones and internet services, alongside the growing emphasis on understanding consumer behavior to enhance user experience and optimize marketing strategies.

One of the significant growth factors propelling the mobile app and web analytics market is the surge in digitalization across various industries. Businesses are increasingly relying on data-driven insights to tailor their marketing strategies, improve customer engagement, and enhance the overall user experience. The proliferation of smartphones and mobile applications has significantly boosted the demand for analytics tools that provide detailed insights into app performance, user behavior, and marketing effectiveness. Companies are harnessing these analytics to make informed decisions, thereby driving the market growth.

Moreover, the increasing focus on personalized marketing and the need for real-time data analysis have further fueled the demand for mobile app and web analytics solutions. Organizations are leveraging these analytics to gain a competitive edge by understanding user behavior patterns and preferences. This enables them to deliver personalized content and recommendations, thereby enhancing customer satisfaction and loyalty. The ability to track and analyze user interactions in real-time empowers businesses to optimize their marketing campaigns, improve conversion rates, and maximize ROI.

Another crucial factor contributing to the market growth is the rising adoption of cloud-based analytics solutions. Cloud-based deployment offers several advantages, such as scalability, flexibility, and cost-effectiveness. It allows businesses to access and analyze vast amounts of data without the need for significant upfront investments in hardware and infrastructure. The scalability of cloud-based analytics solutions enables organizations to handle increasing data volumes and accommodate future growth. Additionally, the integration of advanced technologies, such as artificial intelligence and machine learning, with mobile app and web analytics platforms further enhances their capabilities, driving market expansion.

Understanding the nuances of Audience Analytics has become increasingly vital for businesses aiming to fine-tune their marketing strategies. By delving into audience analytics, companies can gain insights into demographic data, preferences, and engagement patterns of their target audience. This enables them to tailor content and marketing efforts more precisely, ensuring that they resonate with the intended audience. Audience analytics tools can track how different segments interact with content across various platforms, providing a comprehensive view of audience behavior. This data-driven approach not only enhances customer engagement but also helps in predicting future trends and preferences, allowing businesses to stay ahead in the competitive market.

The regional outlook for the mobile app and web analytics market indicates substantial growth opportunities in North America, Asia Pacific, and Europe. North America holds a significant market share, attributed to the presence of a large number of tech-savvy consumers and the early adoption of advanced analytics solutions. The Asia Pacific region is expected to witness the highest growth rate, driven by the increasing internet penetration, rapid smartphone adoption, and the growing e-commerce industry. Europe also presents promising growth prospects, owing to the rising focus on digital transformation and the implementation of stringent data protection regulations.

Component Analysis

The mobile app and web analytics market can be segmented by component into software and services. The software segment encompasses various analytics tools and platforms that enable businesses to collect, process, and analyze data. This segment is expected to dominate the market, driven by the increasing demand for advanced analytics solutions that provide real-time insights into user behavior, app performance, and marketing effectiveness. The continuous advancements in software technologies and the integration of artificial intelligence and machine learning capabilities

The global Social Media Analytics Market is estimated to reach USD 9,633.6 million by 2026, growing at a CAGR of 27.1% from 2022 to 2026. The market is driven by the increasing adoption of social media platforms by businesses to connect with their target audience and gain insights into their behavior. The benefits of social media analytics include improved customer engagement, increased brand awareness, and optimized marketing campaigns. Social media analytics refers to the process of drawing conclusions from social platforms for business and organizational purposes. It involves analyzing likes, shares, comments, and trends to understand audience reactions and tendencies. Through these measures, firms and organisations can fine-tune promotional tactics, improve customer relations, and gauge brand image. Social media monitoring tools such as sentiment analysis and demographic profiling also assist in data interpretation to establish who and what is popular. Real-time monitoring and tracking allow the necessary changes in strategies to be made, which can be highly beneficial in competitive environments. Other key considerations are the right to privacy and protection of user data, which makes it imperative to uphold responsible use of user data.

Our Location Intelligence Data connects people's movements to over 14M physical locations globally. These are aggregated and anonymized data that are only used to offer context for the volume and patterns of visits to certain locations. This data feed is compiled from different data sources around the world.

Location Intelligence Data Reach: Location Intelligence data brings the POI/Place/OOH level insights calculated based on Factori’s Mobility & People Graph data aggregated from multiple data sources globally. To achieve the desired foot-traffic attribution, specific attributes are combined to bring forward the desired reach data. For instance, to calculate the foot traffic for a specific location, a combination of location ID, day of the week, and part of the day can be combined to give specific location intelligence data. There can be a maximum of 40 data records possible for one POI based on the combination of these attributes.

Data Export Methodology: Since we collect data dynamically, we provide the most updated data and insights via a best-suited method at a suitable interval (daily/weekly/monthly).

Use Case: Retail Analytics Platform: Location intelligence to analyze foot traffic patterns around retail stores, combining this data with customer profiles to gain insights into visitor demographics. These insights optimize store layouts, staffing, and product placements Marketing Campaign Optimization: Utilize location intelligence to analyze consumer behavior and preferences using geographical and demographic data for more effective audience segmentation and targeting. Emergency Response Planning Tool: To identify high-risk areas for natural disasters or emergencies and profiles to assess vulnerability and evacuation needs across different population segments Smart City Mobility Solution: Provide city planners and transportation authorities with insights to optimize transportation systems, alleviate congestion, and improve urban mobility for residents Event Planning and Venue Selection: Assists planners in selecting suitable venues that match the demographic profile and preferences of their audience

Data Attributes Included: Location ID n_visitors day_of_week distance_from_home do_date month part_of_day travelled_countries Visitor_country_origin Visitor_home_origin Visitor_work_origin year Carrier Brand Visited Place _Categories Geo _ behaviour make model OS_versions ratio_age_18_24 ratio_age_25_34 ratio_age_35_44 ratio_age_45_54 ratio_age_55_64 ratio_age_65 ratio_female ratio_male ratio_residents ratio_workers ratio_others

As of April 2024, almost 32 percent of global Instagram audiences were aged between 18 and 24 years, and 30.6 percent of users were aged between 25 and 34 years. Overall, 16 percent of users belonged to the 35 to 44 year age group.

              Instagram users

              With roughly one billion monthly active users, Instagram belongs to the most popular social networks worldwide. The social photo sharing app is especially popular in India and in the United States, which have respectively 362.9 million and 169.7 million Instagram users each.

              Instagram features

              One of the most popular features of Instagram is Stories. Users can post photos and videos to their Stories stream and the content is live for others to view for 24 hours before it disappears. In January 2019, the company reported that there were 500 million daily active Instagram Stories users. Instagram Stories directly competes with Snapchat, another photo sharing app that initially became famous due to it’s “vanishing photos” feature.
              As of the second quarter of 2021, Snapchat had 293 million daily active users.

As of April 2024, around 16.5 percent of global active Instagram users were men between the ages of 18 and 24 years. More than half of the global Instagram population worldwide was aged 34 years or younger.

              Teens and social media

              As one of the biggest social networks worldwide, Instagram is especially popular with teenagers. As of fall 2020, the photo-sharing app ranked third in terms of preferred social network among teenagers in the United States, second to Snapchat and TikTok. Instagram was one of the most influential advertising channels among female Gen Z users when making purchasing decisions. Teens report feeling more confident, popular, and better about themselves when using social media, and less lonely, depressed and anxious.
              Social media can have negative effects on teens, which is also much more pronounced on those with low emotional well-being. It was found that 35 percent of teenagers with low social-emotional well-being reported to have experienced cyber bullying when using social media, while in comparison only five percent of teenagers with high social-emotional well-being stated the same. As such, social media can have a big impact on already fragile states of mind.

Social media is emerged as a powerful communication tool over the past ten years. The Z generation’s green buying habits and purchase intentions are being reshaped by social media, which is helping to advance the development of a sustainable environment. The consumption of non-organic products has raised carbon emissions, so changing consumption patterns and purchase intentions is necessary for a more sustainable future. Moreover, earlier literature has the absence of a comprehensive behavior change model that explains the mechanism through which social media influences sustainable behaviors This study explores that how social media affects patterns of consumption for Z generation of China while considering the role of environmental concerns, subjective norms, eco-branding and eco-labeling on the basis of theory of planned behavior. A questionnaire is used to get information from the 563 Z generation respondents of China. The data is analyzed using Smart-PLS and empirical outcomes show that social media has a statistically significant influence on shaping and affecting green consumption behavior of China’s Z generation because it has the potential to reach a vast audience and spread awareness about environmental issues, leading to increased intention towards a sustainable environment and reduction in carbon emissions. It also provides a platform for individuals to express their opinions and engage in discussions on environmental issues. These developments are promising for the future of environmental sustainability as they indicate a growing interest in preserving the planet among the Z generation of China. It can be recommended as a policy tool that government and other organizations should support the development of informative content on social media platforms, highlighting the importance of environmental sustainability and eco-friendly habits.

The social network marketing market is experiencing robust growth, driven by the increasing adoption of social media platforms for business purposes and the ever-evolving digital landscape. Between 2019 and 2024, the market demonstrated significant expansion. Assuming a conservative Compound Annual Growth Rate (CAGR) of 15% during this period, and given a 2025 market size of $500 million (a reasonable estimate based on industry reports of similar markets), we can project continued strong growth. Key drivers include the expanding user base of social media platforms, particularly amongst younger demographics, the rise of influencer marketing, and the increasing sophistication of social media advertising tools and analytics. Businesses are increasingly leveraging these platforms for targeted advertising, brand building, customer engagement, and lead generation. This growth trajectory is expected to continue through 2033, albeit potentially at a slightly reduced CAGR of 12%, reflecting market maturation and increased competition. Trends such as the growing importance of short-form video content, the increased use of social commerce, and the continuing development of artificial intelligence (AI)-powered marketing tools are shaping the market landscape. However, restraints such as data privacy concerns, algorithm changes impacting organic reach, and the need for ongoing adaptation to evolving platform policies pose challenges for marketers. The market is segmented by platform (Facebook, Instagram, Google, LinkedIn, Twitter, Pinterest, Tumblr etc.), target audience demographics, and marketing techniques employed. Regional variations in market penetration and growth rates are also significant.