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The global media monitoring tools market size was USD 2.48 billion in 2019 and is projected to reach USD 6.51 billion by 2027, exhibiting a CAGR of 13.2% during the forecast period.
In the current era, the demand for monitoring tools among enterprises is growing, owing to the robust digitalization and rising adoption of web & social media platforms by end-users. The rising investments in digital advertising and increasing internet penetration are likely to drive the growth of the market. In addition, the rising demand for digital platforms such as online magazines & newspapers, & e-books, and the advent of social media platforms is likely to fuel the growth of the market. According to Internet World Stats, the number of Facebook users is likely to reach around 2.22 billion globally in 2020.
Outbreak of COVID-19 to Uplift Demand Backed by Rising Usage of Social Media Platforms
COVID-19 has highly impacted the work culture across various industry verticals. The stay-at-home mandate resulted in increased opportunities for media monitoring software providers. For instance, in March 2020, Facebook, Inc. reported that messaging increased by more than 50%. Additionally, according to Twitter, coronavirus related tweets are being shared every 45 milliseconds and #coronavirus is one of the trending hashtags of 2020. The impact of the COVID-19 pandemic has become a popular topic on social media platforms, with more than 24 million posts shared in the past two months. In addition, social monitoring tools offer a real-time dashboard and enable to track the crucial trends and insights to observe the widespread impact of COVID-19.
Thus, the COVID-19 pandemic is expected to reboot the new technology adoption and is projected to surge the growth of the market in near future.
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Surging Adoption of Social Listening Platforms is a Prominent Trend
The increasing adoption of advanced social listening platforms such as Agorapulse, Awario, Keyhole, and others is expected to encourage the growth of the market. The widespread deployment of such platforms allows enterprises to increase brand awareness, improve the company’s reputation, and build valuable relationships on social media. High investments and spending among enterprises in media, as well as growing digitalization and industrialization, are the trends in the market. Key players in the market are planning to launch advanced social listening platforms.
Increasing Usage of Cloud-based Solutions among Enterprises to Aid Growth
One of the significant market drivers is the increasing adoption of cloud-based or SaaS-based monitoring platforms, such as Cision Communications Cloud, Meltwater, LexisNexis, and others. The cloud-based monitoring platform allows enterprises to track, monitor, and visualize the performance of their cloud-based applications or managed services. Thus, the necessity for improvement and productivity in organizations will promote the growth of the market. Key players are focusing on launching new products to gain a competitive edge in the market.
Therefore, the rising adoption of cloud-based monitoring platforms by various enterprises is likely to drive the market growth in the forthcoming years.
High Costs Involved at Initial Stage is Proving to be an Inhibiting Factor for Growth
The deployment cost and the integration of these tools with the existing system is complex and expensive for organizations. The amount of revenue loss, as well as opportunity loss owing to the system integration is likely to impede the growth of the market. In addition to this, the rising concerns regarding data security and privacy of identity & information are some of the other factors restraining the development of the media monitoring tools market.
Software/Platform Segment to Dominate Fueled by High Demand for Google Alert & Hootsuite
Based on the component, the market for tools is divided into software/platform and services. Among these, the software/platform segment is estimated to hold the largest market share during the estimated period. The growth is attributed to the rising demand for media monitoring tools such as Hootsuite, Google Alert, and others. The services segment is likely to exhibit a significant CAGR owing to the increasing adoption of media monitoring services such as press clipping service, media cutting service, information logistics service, media intelligence, and others among enterprises.
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Social Media Monitoring Segment to Gain Traction Backed by Surging Usage of Internet
Based on the type, the market is further segregated into print media monitoring, broadcast media monitoring, online media monitoring, social media monitoring, and others. The online media monitoring segment is anticipated to exhibit the highest media monitoring tools market share in the coming years. The growth is attributed to the rising adoption of connected devices and increasing penetration towards the internet to analyze and monitor social media content.
The social media monitoring segment is anticipated to showcase the highest CAGR owing to the increasing adoption of social media platforms such as Facebook, Twitter, Instagram, among end-users. Components such as print media monitoring, broadcast media monitoring, and others are expected to exhibit a gradual growth rate owing to the rising implementation of the media monitoring platforms among enterprises.
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Rising Demand for Cloud-based Solutions from Enterprises Will Drive This Segment
Based on the deployment, the market is categorized into cloud and on-premise. The cloud segment is anticipated to exhibit the highest CAGR during the predicted period. The increasing adoption of SaaS-based monitoring platforms across various verticals such as BFSI, media and entertainment, and healthcare is expected to drive the segment growth. The on-premise segment is expected to show moderate growth owing to the upgrade requirements, security regulations, and high initial setup effort, among others.
Large Enterprises Segment to Grow Rapidly Owing to Investments in Novel Technologies
Small and medium enterprises (SMEs) are adopting cost-effective media monitoring tools integrated with digital technologies such as cloud and artificial intelligence (AI) in their operations. The SME segment is therefore anticipated to showcase strong growth in the coming years.
The large enterprise segment, on the other hand, is expected to hold the major share during the estimated period. The availability of ICT infrastructure, large workforces, and significant investments in advanced technologies would contribute to the higher market share of this segment.
Digital Marketing & Sales Management Segment is Likely to Exhibit Significant Growth
Based on the application, the market for media monitoring tools is segregated into customer experience & PR management, real-time analytics, content management, digital marketing & sales management, and others. The digital marketing & sales management segment is anticipated to hold the dominant market share owing to the rising adoption of tools to collect & analyze social data, manage the organization's reputation, and monitor competitors.
The content management segment is expected to gain traction owing to the rising need of enterprises to categorize, organize, and monitor all the content in a proper manner. Segments, such as customer experience & PR management, real-time analytics, and others are likely to exhibit gradual CAGRs in the coming years. The increasing demand from enterprises to offer customized and real-time content to the target audience is expected to boost the demand for media monitoring tools in such applications. In addition to this, the growing deployment of tools to track various online media channels, PR & marketing campaigns, and customer experience insights is also likely to fuel the product demand in near future.
Retail & E-commerce Segment to Lead Stoked by Rising Usage of Social Intelligence Platforms
Based on the industry, the market is fragmented into BFSI, healthcare, media and entertainment, retail & e-commerce, IT & telecommunication, and others. The retail & e-commerce segment is anticipated to hold the dominant share during the forecast period. The increasing adoption of social intelligence for communicating with target audiences, as well as for promoting & tracking real-time online content is likely to fuel the growth of this segment.
The healthcare segment is expected to gain traction during the forecasted period. The rising healthcare expenditure by governments, increasing deployment of healthcare monitoring and analytics tools, and surging digitalization across the globe are anticipated to boost the growth of the segment. In addition to that, the rising adoption of media tracking tools across the BFSI, media and entertainment, IT & telecommunication, and other industries is expected to propel the market in the forthcoming years.
North America Media Monitoring Tools Market, 2019 (USD Billion)
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Geographically, the market is segmented across five major regions, namely, North America, Europe, Asia Pacific, the Middle East & Africa, and South America. North America is expected to dominate this market in terms of revenue in the global market during the predicted period. The early adoption of advanced technologies and the presence of major key players, such as Hootsuite, Oracle Corporation, Salesforce.com, Inc., and others are set to boost the demand for media tracking tools across the U.S. and Canada. These players are focusing on launching new social media tools in order to improve their product portfolios.
Asia Pacific is expected to grow exponentially during the forecasted period. The growth is attributable to the increasing demand for media tracking software tools such as Synthesio, Sysomos, Brandwatch, Talkwalker, and others across SMEs in this region. Key market players are focusing on merger and acquisition strategies to enhance their product portfolios.
Europe is expected to develop with a considerable growth rate due to the presence of a significant number of media monitoring software providers. The Middle East & Africa (MEA) and South America are expected to experience radical growth in the coming years. The increasing investment and funding raised by governments to adopt advanced technologies such as cloud, machine learning (ML), artificial intelligence (AI), and 5G are expected to boost demand for tools in MEA and South America.
Emphasis of Key Players towards Developing Advanced Media Monitoring Tools to Strengthen Competition
Companies such as Oracle Corporation, Hootsuite, Google LLC, and others are some of the major players in the market. They are currently deploying media monitoring tools with advanced technologies such as AI, ML, cloud, and others. ML-enabled tools enable organizations to track their competitive landscape, changes to regulation, and monitor their reputation that empower them to make faster and smarter business decisions. Also, the high competition in the market is forcing service providers to focus on acquisition strategy for strengthening their positions.
An Infographic Representation of Media Monitoring Tools Market
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The media monitoring tools market research report provides an in-depth analysis of the market and focuses on key aspects such as leading companies, product types, and leading applications of the product. Besides this, the report offers insights into the market trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several key factors that have contributed to the growth of the advanced market over recent years.
2016 – 2027
2020 – 2027
2016 – 2018
Value (USD billion)
By Enterprises Size
Fortune Business Insights says that the market value stood at USD 2.48 billion in 2019.
By 2027, the market size is expected to reach USD 6.51 billion.
The market is expected to grow at a CAGR of 13.2% in the forecast period (2020-2027).
Within type, the software/platform segment is expected to lead the market during the estimated period.
The rising adoption of cloud-based solutions among enterprises is one of the key drivers for market growth.
Cision Ltd., Meltwater, Hootsuite, Salesforce.com, Inc., and Oracle Corporation are the top companies in the market.
The retail & e-commerce industry segment holds the major market share.
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