Audience Intelligence Software Market Detailed Analysis, 2023-2032
Audience Intelligence Software Market Detailed Analysis, 2023-2032

Audience Intelligence Software Market Share, Size, Trends, Industry Analysis Report, By Deployment (On-Premises, Cloud-based); By Industry Vertical; By Organization Size; By Region; Segment Forecast, 2023 - 2032

  • Published Date:Oct-2023
  • Pages: 116
  • Format: PDF
  • Report ID: PM3793
  • Base Year: 2022
  • Historical Data: 2019-2021

Report Outlook

The global audience intelligence software market was valued at USD 5.60 billion in 2022 and is expected to grow at a CAGR of 11.5% during the forecast period.

Audience Intelligence software plays a pivotal role in assisting businesses in comprehending their potential customer base, a task of paramount importance in an ever-evolving consumer landscape. As consumer behaviors and habits continually shift, understanding the consumer base becomes crucial for adapting product features and pricing strategies to meet evolving demands effectively. These platforms not only aid in comprehending the target audience but also provide insights into competitors, potentially revealing untapped customer segments.

Audience Intelligence Software Market Size

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The availability of reliable audience intelligence platforms has sparked a growing demand for such products. For instance, Brand Watch, a prominent consumer research platform, scours over 100 million data sources and analyzes more than 1.4 million posts or more to provide invaluable insights into target customers.

Manufacturers are increasingly investing in research and development to enhance the efficiency of audience intelligence platforms, aligning them with the ever-changing dynamics of the market. With the rapid evolution of digital marketing and the proliferation of data sources, businesses are recognizing the need to stay ahead of the curve by leveraging audience intelligence to refine their marketing strategies, enhance customer engagement, and gain a competitive edge. As such, the Audience Intelligence software market is expected to continue its upward trajectory as businesses seek to remain agile and responsive in an increasingly competitive marketplace.

The COVID-19 pandemic accelerated the demand for Audience Intelligence software as businesses shifted their operations online. With more consumer interactions and transactions occurring in digital spaces, understanding online audiences has become crucial. Marketers increasingly relied on these tools to analyze changing consumer behaviors and preferences in real time. Additionally, the pandemic highlighted the importance of competitor analysis in rapidly evolving markets. This heightened demand for Audience Intelligence software is expected to persist as businesses prioritize digital engagement and data-driven decision-making in the post-pandemic landscape.

Audience Intelligence Software Market Share

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Growth Drivers

The rapid shift to online consumer interactions.

The rapid shift to online consumer interactions has had a profound impact on the Audience Intelligence software market. As businesses increasingly move their operations into digital spaces, the need to understand and engage with online audiences has become paramount. This transformation has created both opportunities and challenges for Audience Intelligence software providers.

One of the primary opportunities is the vast amount of data generated by online interactions. With consumers leaving digital footprints through social media, e-commerce, and various online platforms, Audience Intelligence software can collect and analyze this data to gain valuable insights into consumer behavior, preferences, and trends. This data-driven approach allows businesses to tailor their marketing strategies for better audience engagement and more effective campaigns.

However, this shift also presents challenges. The sheer volume of unstructured data available online can be overwhelming. Audience Intelligence software must grapple with processing and analyzing this data efficiently to derive actionable insights. Moreover, privacy concerns and regulations like GDPR and CCPA have made it essential for businesses to navigate data collection and usage carefully, impacting the way Audience Intelligence software operates.

Additionally, the Audience Intelligence software market is highly competitive and continually evolving. With technology advancing rapidly and new data sources emerging, providers must stay ahead of the curve to offer innovative solutions that meet the changing needs of businesses. This competition drives investment in research and development to ensure the software remains relevant and effective.

Report Segmentation

The market is primarily segmented based on deployment, industry vertical, organization size, and region.

By Deployment

By Industry Vertical

By Organization Size

By Region

  • On-Premises
  • Cloud-based


  • Retail and E-commerce
  • Media and Entertainment
  • Advertising and Marketing
  • Healthcare
  • BFSI
  • Travel and Hospitality
  • Telecom and IT
  • Others
  • Small and Medium-sized Enterprises (SMEs)
  • Large Enterprises
  • North America (U.S., Canada)
  • Europe (France, Germany, UK, Italy, Netherlands, Spain, Russia)
  • Asia Pacific (Japan, China, India, Malaysia, Indonesia. South Korea)
  • Latin America (Brazil, Mexico, Argentina)
  • Middle East & Africa (Saudi Arabia, UAE, Israel, South Africa)

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By Deployment Analysis

The cloud-based segment is projected to experience faster growth over the projected period.

The cloud-based segment is expected to have faster growth in the market. Most of the business organizations are contributing to reducing carbon footprint in their business process. Cloud-based data centers are facilitating green computing practices, which can influence people to adopt audience intelligence software with this deployment. This deployment provides real-time and actionable insights by analyzing and processing vast amounts of data that can be used to establish marketing and business strategies.

This deployment allows enterprises to work with large amounts of data and helps manage consumer segments and critical business pinpoints that require improvement. One of the advantages of this deployment is that this software can be accessed from anywhere with a good internet connection. This is beneficial to the organization, as it allows flexibility to its team members by enforcing the ability to work remotely. These factors are contributing to the deployment of cloud-based audience intelligence software by business organizations through the forecast period.

By Industry Vertical Analysis

The retail and E-commerce segment witnessed the largest market share in the study period.

The retail and e-commerce segment held the largest market share for the market in the study period. For every organization, identifying target customers is essential, and one needs to satisfy their needs by adding new features to the product. The most important part of the market strategy is to identify key customers. Without that, the marketing campaign is considering the whole universe and thinking this will drive consumer engagement and sales of the product. For that reason, business leaders are adopting audience intelligence software to witness consumer preferences and their relevance to their business growth.

With audience intelligence software, business organizations can forecast the demand for their products and adjust their inventory accordingly. These companies, most of the time, depend on social media and influencer marketing to increase sales of their products due to the presence of a larger user base. Audience intelligence software also helps to find the niche consumers that are suitable for e-commerce businesses. It combines both historical and real-time data to engage existing and attract new audiences to the consumer base of companies' products or services. This helps to increase customer retention rates for e-commerce businesses by discovering insightful information on consumer dynamics.

By Organization Size Analysis

The large Enterprises segment is expected to hold the larger revenue share over the forecasted period.

Large enterprises segment is projected to witness a larger revenue share in the coming years. These enterprises get more data from different sources, like data on consumer active hours, sales data, social media, and others. From this raw data, making insights is not easier. To extract insights from raw data, audience intelligence software is used. It provides a competitive advantage by analyzing consumer behavior and consumption patterns. These Enterprises have sufficient funds for their product marketing. Understanding and reviewing their existing marketing campaigns and the need to develop marketing strategies according to market standards is essential for a successful business. For this concern, the demand for audience intelligence platforms is rising among large enterprises.

Regional Insights

Asia Pacific is expected to have a higher growth in the study period.

Asia Pacific is projected to experience a higher growth rate for the market. This region has been witnessing a strong rise in people opting for digitalization and online shopping. According to the research report carried out by Brain & Company and Facebook, Southeast Asia is experiencing a rapid expansion of digital consumption. Approximately 78% of consumers are using digital transactions for commercial purchases. Digital shopping in Southeast Asia is outpacing China with a 1.6% growth rate. This is signaling business leaders to adopt audience intelligence platforms as rising consumers in digital media can fuel the engagement of customers and brands. Audience intelligence software helps to identify what is driving consumers to make particular purchases and what factors influenced them. This outcome will be useful in efficient product design for current user trends.

North America is projected to experience a larger revenue share for the market. Business organizations are witnessing the benefits of data-driven decisions in business operations. It is used to create marketing strategies as consumer behavior is changing day by day. It is up to business organizations to keep up with the current market and consumer demand. Using artificial intelligence and machine learning in social media data is creating mindful insights into consumer trends and preferences in the coming years. This is driving the use of audience intelligence platforms, as it is observing up-to-date technology features from service providers.

In the United States, 79.8% of people are using social media networks, representing around 240 million people. The rising number of people on social media platforms is fueling the demand for audience intelligence software in the region. The presence of larger social media users prompts business organizations to impose innovative marketing strategies for their products by adopting this software to know the consumer demographics. This will further create a wide range of opportunities for the market in the forecast period.

Competitive Insight

The audience intelligence software market is fragmented and is anticipated to witness competition due to several players' presence. Major service providers in the market are constantly upgrading their technologies to stay ahead of the competition and to ensure efficiency, integrity, and safety. These players focus on partnership, product upgrades, and collaboration to gain a competitive edge over their peers and capture a significant market share.

Some of the major players operating in the global market include

  • Brandwatch
  • Crimson Hexagon
  • Meltwater
  • NetBase Quid
  • Pulsar
  • Sprout Social
  • Synthesio
  • Sysomos
  • Talkwalker

Recent Developments

  • In May 2023, Brandwatch, an enterprise social suite, is widening its market research capabilities with Reddit Social Panels. This company is the first consumer intelligence platform to use Reddit in audience intelligence platforms.
  • In January 2023, Sprout Social, a social media cloud-based management software provider, unveiled a community platform arboretum for marketing professionals to enhance skills by connecting through this media.

Audience Intelligence Software Market Report Scope

Report Attributes


Market size value in 2023

USD 6.22 billion

Revenue Forecast in 2032

USD 16.59 billion


11.5% from 2023 - 2032

Base year


Historical data

2019 - 2021

Forecast period

2023 - 2032

Quantitative units

Revenue in USD billion and CAGR from 2023 to 2032

Segments Covered

By Deployment, By Industry Vertical, By Organization Size, By Region

Regional scope

North America, Europe, Asia Pacific, Latin America, Middle East & Africa


Report customization as per your requirements with respect to countries, regions, and segmentation.


The audience intelligence software market report covering key segments are deployment, industry vertical, organization size, and region.

Audience Intelligence Software Market Size Worth $16.59 Billion By 2032.

The global audience intelligence software market is expected to grow at a CAGR of 11.5% during the forecast period.

Asia Pacific is leading the global market.

key driving factors in audience intelligence software market are rapid shift to online consumer interactions.