Social Media Analytics Market Report Size, Share, Opportunities, And Trends By Deployment (On-Premise, Cloud), By End-User (Retail, Media And Entertainment, BFSI, Travel And Hospitality, Others), And By Geography - Forecasts From 2025 To 2030

Social Media Analytics Market Size:

The social media analytics market is expected to grow at a CAGR of 19.33%, reaching a market size of US$35.586 billion in 2030 from US$14.718 billion in 2025.

Social Media Analytics Market Introduction:

Social media analytics involves accumulating and analyzing data gathered through various social media platforms, namely Facebook, Instagram, Twitter, LinkedIn, and YouTube, among others, to support business decision-making and measure action performance. Such analytics differ from previews, retweets, and services that support marketing campaigns on Google Analytics or LinkedIn.

The growing digitization, investment in high-speed network bandwidth, followed by favorable government policies and investments to accelerate 5G technology access, are anticipated to stimulate the demand for social media analytics by organizations in the coming years. Its concept of social listening and monitoring various channels for opportunities is driving its incorporation in enterprises both small & medium, and large.

Bolstering end-user growth, strategic collaborations among market players, and boosting smartphone culture and social media consumption are projected to drive market expansion. However, the stringent government regulations regarding social media platforms and their management are expected to act as an obstacle to market growth.

Social Media Analytics Market Overview:

Social media analytics is a platform that can analyze, gather, and monitor various data gathered from different social media channels. The social media analytics platform offers multiple benefits to marketing agencies, as it helps to identify different market trends and understand customer engagement with any post. These platforms also help to understand various demographics and detect any issues with the company's marketing campaign.

A major factor propelling the global social media analytics market’s growth is the increasing usage of social media platforms worldwide. With this increasing usage across different regions of the world, the quantity of data collected increases significantly, and it can be efficiently analyzed using optimum social media analytics tools.

The global social media giant Meta, formerly Facebook, stated in its annual report that the daily and monthly number of users of the platform increased significantly over the years. The company stated that in December 2022, the daily active users (DAUs) of Facebook were recorded at 2 billion, which increased by 4% from 2021. In contrast, the monthly active users (MAUs) of the platform were recorded at 2.96 billion. The DAUs increased to 2.11 billion in December 2023, witnessing an increase of about 6% from the previous year, and the MAUs increased to 3.07 billion.

Social Media Analytics Market Key Players:

Some of the major companies include Quid, SAS Institute Inc., and Oracle.

• Quid is a global technological service provider that offers a wide range of products and solutions. The solutions of the company include marketing, consumer insights, data science, customer experience, agencies, and communications.
• SAS Solution is a leading software and technology provider, offering solutions for multiple industries like banking, public sector, insurance, life science, and retail & consumer goods.
• Oracle is an American technology company which offers a wide range of products and solutions. The company offers products and solutions for industries including automotive, restaurants, life science, healthcare, and high technology, among others.

Social Media Analytics Market Drivers:

• Booming 5G and internet penetration are anticipated to drive the market expansion.

As time advances, the scope of modern innovations also increases, which provides new growth prospects. Investments in modern options, especially 5G networks and high-speed bandwidth, are on the rise, fuelled by rapid urbanization and growing demand for wireless infrastructure. Major economies, namely the United States, China, India, Japan, and EU nations, are actively participating in expanding their 5G networks.

As per Global Mobile Suppliers Association’s “Mobile Economy 2024”, in 2023, 5G subscriber penetration in China stood at 45%, and by 2030, the subscriber penetration is poised to reach up to 88%. Likewise, Europe’s 5G subscription reached 20% in 2023 and will grow to 81% by 2030. With the growing high-speed internet adoption, the scale of social media consumption will also experience an upward trajectory, thereby providing more scope for enterprises to understand customer dynamics and plan their strategies accordingly.

The increasing utilization of the internet worldwide will boost the global demand for social media analytics platforms. With the rising internet usage, the collection of data and utilization of different social media platforms will witness a significant increase.

The International Telecommunication Union, an agency of the United Nations, in its report, stated that the total Internet usage witnessed a major increase over the years. The agency stated that in 2021, about 4.9 billion of the total global population, about 62%, used the internet, which increased to 5.1 billion in 2022. In 2023, about 5.4 billion individuals used the internet, which was about 67% of the global population.

• Growing smartphone consumption will stimulate market expansion.

Rapid urbanization and improving living standards have increased the demand for modern electronic devices, such as smartphones, which constitute a major medium for surfing social media platforms. With the booming smartphone penetration, the prevalence of social media consumption is also expected to increase, thereby driving the demand for and usage of various analytics solutions. According to “Ericsson Mobility Report – June 2024”, in Q1 of 2024, global smartphone shipment experienced a 6% increase. In 2023, the global smartphone subscription reached 6.93 billion, which signified a 5.48% growth over 2022’s 6.57 billion subscriptions. Hence, by 2029, the subscription volume is set to reach 8.10 billion.

• Booming social media consumption will accelerate the market expansion.

Social media platforms such as Facebook, Instagram, and Twitter are forming an integral part of today's consumer behavior. Companies are developing their digital pages that provide necessary updates regarding their specific products and services, which assist consumers in making purchase decisions.

According to the Banker’s September 2023 press release, in 2022, Americans spent nearly US$71 billion on impulse buying of products they saw on social media, and the average impulse spending stood at US$754. The same sources further stated that millennials (aged 27 to 42 years) and Generation Z (18 to 26 years) social media users are most likely to engage in impulse buying. Hence, providing product updates enables companies to retain their customer loyalty.  

Social Media Analytics Market Segmentation Analysis:

• By end-user, the media & entertainment sector is expected to witness swift growth

The social media analytics market is segmented by end-users into retail, media and entertainment, BFSI, travel and hospitality, and others. The expansion of the media and entertainment sectors will contribute to the social media analytics market’s growth, as this industry is known for its content optimization, performance assessment, and real-time audience interaction. As per the demandsage, recent data, there is an increment in Facebook downloads from 413 million in 2022 to 553 million in 2023.

These analytics help optimize content, strategize marketing, and even design promotional campaigns.  Meanwhile, by measuring engagement, sharing, and commenting activities, corporations can determine which content does particularly well and adjust the writing for future pieces of content in line with it.

Content relevancy and quality are further enhanced when the audience gives feedback on the content in real time. The success of an organization’s selling techniques can also be gauged by tracking the performance of specific campaigns. At the same time, brand monitoring entails overseeing the accessibility of the organization’s products and the threat management of the organization. Targeting the appropriate audience is achieved by analyzing their previous demographics and interests.

Social media analytics also fosters fan engagement by assisting in creating fan communities, sentiment analysis, and product development based on fan preferences. These analytics will witness a boost in demand since it is a torrent of information for the media and entertainment industries.

Strategic collaboration by social media analytics firms and leading media and entertainment platforms has led to the phenomenal expansion of the industry, increasing the reach of analytics firms and consequently driving the market’s growth. For instance, in May 2022, TikTok took the initiative to further develop its Marketing Partners Program, with the first Content Marketing Partners added to the program. Brandwatch, which focuses on social media analytics and monitoring, joined that program. This partnership enables customers to promote and monetize their content on TikTok or manage campaigns without returning to its infrastructure. It enables Brandwatch clients to control, analyze, and engage with their audience based on TikTok in a way that seems to fit into the ecosystem perfectly. This is all done, without limitation in line with the trademark Brandwatch, by organizing, scheduling, and publishing content, providing live metrics services, and offering comment management services.

Social Media Analytics Market Geographical Outlook:

• North America is the largest regional market.

Geographically, the global market has been segmented into North America, South America, Europe, the Middle East, Africa, and the Asia Pacific. The North American region is projected to hold a notable market share due to the early adoption of technology and well-established infrastructure. Moreover, the high internet penetration in the United States, Canada, and Mexico, followed by favorable investments in 5G technology, contributes to the regional market expansion.

According to the Canadian Internet Survey, in 2022, internet use among Canadians aged 15 years and older increased from 92% to 95%. Furthermore, as per the Mexican Internet Association, in 2022, there were 96.8 million internet users in the country, which signified a 93% annual increase over 2021. Additionally, the presence of key players in the market also supports market growth in North America.

The US market for social media analytics is increasing rapidly because of the influence and uptake of social networking sites, especially Facebook, Instagram, Twitter, and LinkedIn. In addition, the requirement for more timely information, such as trends and consumer attitudes, is shifting rapidly. The provision of such data to businesses aids them in speedy analysis of the data to determine the current market trends and develop measures on how to beat the competition. As per the World Population Review, the number of Instagram users in the country is projected to increase from 143.4 million in 2023 to 172.6 million in 2024. Female users constituted 55.4% while males constituted 44.6% of Instagram users in 2024.

Additionally, more advanced technology, specifically artificial intelligence and machine learning, is being utilized by regional key players, which assists in analyzing big data from social media more effectively. For instance, in April 2024, InfoVision Inc., an IT service company from the USA, launched AlphaMetricx, an AI-based media analytics platform made for media analyst teams and corporate communication professionals. The offered solution utilizes artificial intelligence/ machine learning and augmented human intelligence for transformation and modernization processes from a very advanced perspective.

Moreover, through social media analytics, companies can gain a competitive advantage by acquiring better insights into the customer and their market. Enhancing customer relations requires a customer-centric approach, making advertising investment worthwhile and increasing the regional demand for social media analytics systems during the forecast period.

The increasing penetration of social media platforms in major developing economies such as India, China, and Indonesia, coupled with a surge in the penetration of faster and cheaper internet along with a considerably larger number of social media users among other regions, is one of the key factors for the market to grow at a decent rate in the Asia Pacific region. According to the Internet and Mobile Association of India, in 2022, there were 759 million active Internet users, which represented 59% of the total population. The same source further stated that the number is expected to reach up to 900 million by 2025.

Social Media Analytics Market Key Developments:

• In April 2024, Hootsuite announced that it is set to acquire the AI-based social listening solution company Talkwalker. This will enable the former to bolster its services regarding social media relationships with its customers. The company will provide a social media performance engine to businesses that will turn decisions into actions on the spot. 
• In March 2024, Sprout Social's virtual platform, The Arboretum, launched a new mentorship program for social media and marketing professionals. The program would facilitate the exchange of ideas and brand expansion, thereby providing professionals with a competitive advantage in a fast-paced industry.

Social Media Analytics Market Companies:

• SAS Institute Inc.
• IBM Corporation
• Oracle
• NetBase Quid, Inc.
• Adobe Inc.

Social Media Analytics Market Scope:

Segmentation:

• By Deployment
  • On-premise
  • Cloud
• By End-User
  • Retail
  • Media and Entertainment
  • BFSI
  • Travel and Hospitality
  • Others
• By Geography
  • North America
    • USA
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Others
  • Europe
    • Germany
    • France
    • United Kingdom
    • Spain
    • Italy
    • Others
  • Middle East and Africa
    • Saudi Arabia
    • UAE
    • Israel
    • Others
  • Asia Pacific
    • China
    • Japan
    • South Korea
    • India
    • Taiwan
    • Thailand
    • Indonesia
    • Others

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1. Introduction

1.1. Market Overview

1.2. Market Definition

1.3. Scope of the Study

1.4. Market Segmentation

1.5. Currency

1.6. Assumptions

1.7. Base and Forecast Years Timeline

1.8. Key Benefits for the Stakeholders

2. Research Methodology  

2.1. Research Design

2.2. Research Process

2.3. Data Validation

3. Executive Summary

3.1. Key Findings

3.2. Analyst View

4. Market Dynamics

4.1. Market Drivers

4.2. Market Restraints

4.3. Porter’s Five Forces Analysis

4.3.1. Bargaining Power of Supplier

4.3.2. Bargaining Power of Buyers

4.3.3. Threat of New Entrants

4.3.4. Threat of Substitutes

4.3.5. Competitive Rivalry in the Industry

4.4. Industry Value Chain Analysis

5. Social Media Analytics By Deployment

5.1. Introduction

5.2. On-premise

5.3. Cloud

6. Social Media Analytics Market By End-User

6.1. Introduction

6.2. Retail

6.3. Media and Entertainment

6.4. BFSI

6.5. Travel and Hospitality

6.6. Others

7. Social Media Analytics Market By Geography 

7.1. Introduction

7.2. North America

7.2.1. By Deployment

7.2.2. By End-User

7.2.3. By Country

7.2.3.1. United States

7.2.3.2. Canada

7.2.3.3. Mexico

7.3. South America

7.3.1. By Deployment

7.3.2. By End-User

7.3.3. By Country

7.3.3.1. Brazil

7.3.3.2. Argentina

7.3.3.3. Others

7.4. Europe

7.4.1. By Deployment

7.4.2. By End-User

7.4.3. By Country

7.4.3.1. Germany 

7.4.3.2. France

7.4.3.3. United Kingdom

7.4.3.4. Spain

7.4.3.5. Others

7.5. Middle East and Africa

7.5.1. By Deployment

7.5.2. By End-User

7.5.3. By Country

7.5.3.1. Saudi Arabia

7.5.3.2. UAE

7.5.3.3. Israel

7.5.3.4. Others

7.6. Asia Pacific

7.6.1. By Deployment

7.6.2. By End-User

7.6.3. By Country

7.6.3.1. China

7.6.3.2. Japan

7.6.3.3. South Korea

7.6.3.4. India

7.6.3.5. Taiwan

7.6.3.6. Thailand

7.6.3.7. Indonesia

7.6.3.8. Others

8. Competitive Environment and Analysis

8.1. Major Players and Strategy Analysis

8.2. Emerging Players and Market Lucrativeness

8.3. Mergers, Acquisitions, Agreements, and Collaborations

8.4. Competitive Dashboard

9. Company Profiles

9.1. SAS Institute Inc.

9.2. IBM Corporation

9.3. Oracle

9.4. NetBase Quid, Inc.

9.5. Adobe Inc.

9.6. Salesforce, Inc.

9.7. GoodData Corporation

9.8. Clarabridge

9.9. Simplify360 Inc.

9.10. Germin8

9.11. NeenOpal Inc.

9.12. Wipro

SAS Institute Inc.

IBM Corporation

Oracle

NetBase Quid, Inc.

Adobe Inc.

Salesforce, Inc.

GoodData Corporation

Clarabridge

Simplify360 Inc.

Germin8

NeenOpal Inc.

Wipro

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