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市場調查報告書
商品編碼
1841801

電視分析市場－全球產業規模、佔有率、趨勢、機會和預測，按組件、按部署模式、按最終用戶、按地區和競爭進行細分，2020-2030 年預測

TV Analytics Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Component, By Deployment Mode, By End-User, By Region & Competition, 2020-2030F
出版日期: | 出版商: TechSci Research | 英文 185 Pages | 商品交期: 2-3個工作天內

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簡介目錄

2024 年全球電視分析市場價值為 37.8 億美元，預計到 2030 年將達到 108.6 億美元，預測期內複合年成長率為 19.06%。

市場概況
預測期 2026-2030
2024年市場規模 37.8億美元
2030年市場規模 108.6億美元
2025-2030年複合年成長率 19.06%
成長最快的領域 雲
最大的市場 北美洲

電視分析市場專注於提供先進的分析解決方案，使廣播公司、廣告商、內容提供商和媒體機構能夠收集、分析和解讀與電視收視率、內容表現和廣告效果相關的資料。這些解決方案利用人工智慧、機器學習、巨量資料分析和雲端運算等技術，將大量結構化和非結構化電視相關資料轉化為可操作的洞察。電視分析平台可幫助利害關係人了解受眾偏好、衡量內容參與度、最佳化廣告投放並改善整體節目策略，從而提高觀眾滿意度並最大化廣告商的投資報酬率。

隨著智慧電視、OTT平台和數位串流服務的日益普及，市場正在經歷顯著成長。這些服務會產生大量的收視資料，需要複雜的分析解決方案。廣播公司和廣告商擴大利用這些平台來投放目標廣告、個人化內容推薦和即時效能監控，從而實現更精準的決策和更高的廣告收入。向雲端部署模式的轉變透過提供可擴展性、靈活性和成本效益，進一步加速了市場成長，使企業無需大量基礎設施投資即可獲得進階分析功能。

此外，與資料隱私和合規性相關的監管要求正在推動安全、強大的分析平台的採用，這些平台能夠管理敏感的觀眾和營運資料。預測分析、情緒分析和人工智慧驅動的洞察等新興趨勢正在增強預測觀眾行為、最佳化內容調度和提升客戶參與度的能力。領先供應商的持續創新，加上媒體公司和廣告商對數位轉型計畫的持續投資，正在進一步增強市場擴張。

關鍵市場促進因素

串流媒體和隨選內容消費不斷成長推動電視分析市場成長

主要市場挑戰

資料隱私和法規遵從性

主要市場趨勢

採用人工智慧和機器學習

目錄

第 1 章：產品概述

第2章：研究方法

第3章：執行摘要

第4章：顧客之聲

第5章：全球電視分析市場展望

  • 市場規模和預測
    • 按價值
  • 市場佔有率和預測
    • 按組件（軟體、服務）
    • 依部署模式（本地、雲端）
    • 按最終使用者（廣播公司、廣告商、內容提供者、媒體代理商等）
    • 按地區（北美、歐洲、南美、中東和非洲、亞太地區）
  • 按公司分類（2024 年）
  • 市場地圖

第6章：北美電視分析市場展望

  • 市場規模和預測
  • 市場佔有率和預測
  • 北美：國家分析
    • 美國
    • 加拿大
    • 墨西哥

第7章：歐洲電視分析市場展望

  • 市場規模和預測
  • 市場佔有率和預測
  • 歐洲：國家分析
    • 德國
    • 法國
    • 英國
    • 義大利
    • 西班牙

第8章：亞太電視分析市場展望

  • 市場規模和預測
  • 市場佔有率和預測
  • 亞太地區：國家分析
    • 中國
    • 印度
    • 日本
    • 韓國
    • 澳洲

第9章：中東和非洲電視分析市場展望

  • 市場規模和預測
  • 市場佔有率和預測
  • 中東和非洲：國家分析
    • 沙烏地阿拉伯
    • 阿拉伯聯合大公國
    • 南非

第 10 章：南美洲電視分析市場展望

  • 市場規模和預測
  • 市場佔有率和預測
  • 南美洲：國家分析
    • 巴西
    • 哥倫比亞
    • 阿根廷

第 11 章：市場動態

  • 驅動程式
  • 挑戰

第 12 章：市場趨勢與發展

  • 合併與收購（如有）
  • 產品發布（如有）
  • 最新動態

第13章：公司簡介

  • Nielsen Holdings plc
  • Comscore, Inc.
  • Kantar Group
  • Conviva, Inc.
  • TiVo Corporation
  • Adobe Systems, Inc.
  • Oracle Corporation
  • IBM Corporation
  • Samba TV, Inc.
  • IHS Markit Ltd.

第 14 章：策略建議

第15章調查會社について,免責事項

簡介目錄
Product Code: 30770

The Global TV Analytics Market was valued at USD 3.78 billion in 2024 and is expected to reach USD 10.86 billion by 2030 with a CAGR of 19.06% during the forecast period.

Market Overview
Forecast Period2026-2030
Market Size 2024USD 3.78 Billion
Market Size 2030USD 10.86 Billion
CAGR 2025-203019.06%
Fastest Growing SegmentCloud
Largest MarketNorth America

The TV Analytics Market refers to the sector focused on providing advanced analytics solutions that enable broadcasters, advertisers, content providers, and media agencies to gather, analyze, and interpret data related to television viewership, content performance, and advertising effectiveness. These solutions leverage technologies such as artificial intelligence, machine learning, big data analytics, and cloud computing to transform vast amounts of structured and unstructured television-related data into actionable insights. TV analytics platforms help stakeholders understand audience preferences, measure content engagement, optimize ad placements, and improve overall programming strategies, thereby enhancing viewer satisfaction and maximizing return on investment for advertisers.

The market is witnessing significant growth due to the increasing adoption of smart TVs, over-the-top (OTT) platforms, and digital streaming services, which generate substantial volumes of viewership data requiring sophisticated analytics solutions. Broadcasters and advertisers are increasingly leveraging these platforms to implement targeted advertising, personalized content recommendations, and real-time performance monitoring, enabling more precise decision-making and higher advertising revenues. The shift toward cloud-based deployment models further accelerates market growth by offering scalability, flexibility, and cost efficiency, allowing enterprises to access advanced analytics capabilities without substantial infrastructure investments.

Additionally, regulatory requirements related to data privacy and compliance are driving the adoption of secure, robust analytics platforms capable of managing sensitive viewer and operational data. Emerging trends such as predictive analytics, sentiment analysis, and AI-driven insights are enhancing the ability to anticipate viewer behavior, optimize content scheduling, and improve customer engagement. Continuous innovation by leading vendors, coupled with increasing investment in digital transformation initiatives by media companies and advertisers, is further strengthening market expansion.

Key Market Drivers

Escalating Consumption of Streaming and On-Demand Content Driving TV Analytics Market Growth

The unprecedented surge in streaming and on-demand content consumption has emerged as a pivotal force propelling the TV Analytics Market, as broadcasters, streaming platforms, and advertisers seek sophisticated tools to dissect viewer behaviors, optimize content strategies, and maximize engagement in an increasingly fragmented media landscape. With the proliferation of over-the-top platforms like Netflix, Hulu, and Disney+, coupled with the rise of connected TV devices and smart TVs, audiences are generating vast datasets through viewing habits, content preferences, and interaction patterns across linear, video-on-demand, and live-streaming services.

TV analytics tools process these datasets to uncover granular insights, enabling content providers to tailor programming, refine recommendation algorithms, and enhance user retention. For instance, streaming services leverage analytics to analyze binge-watching trends, identifying which genres or episodes drive prolonged engagement, thereby informing content acquisition and original production decisions. In advertising, analytics dissects viewer demographics and ad exposure metrics to optimize ad placements, ensuring higher click-through rates and return on investment for campaigns. The broadcast industry uses real-time analytics to monitor live viewership during major events like sports or award shows, adjusting promotional strategies dynamically to capture audience attention.

Cable providers mine subscriber data to predict churn, offering targeted retention incentives that preserve revenue streams. The integration of analytics with social media sentiment analysis enables networks to gauge audience reactions to shows, shaping marketing campaigns and spin-off developments. In educational broadcasting, analytics tracks viewer engagement with learning content, refining delivery for improved outcomes. The gaming industry, intersecting with TV through interactive streaming, uses analytics to monitor viewer participation in live gaming broadcasts, enhancing platform stickiness. As voice-activated devices like Amazon Fire TV and Roku proliferate, analytics captures voice search data to predict content trends, guiding platform enhancements.

The hospitality sector employs TV analytics in guest entertainment systems to personalize in-room content, boosting satisfaction scores. Public broadcasters analyze viewership data to align programming with cultural mandates, ensuring relevance. The rise of addressable advertising, enabled by analytics, allows precise targeting based on household viewing patterns, revolutionizing ad monetization. In sports broadcasting, analytics on fan engagement informs sponsorship deals and highlight curations.

The complexity of cross-platform consumption-spanning mobile, tablet, and TV screens-necessitates advanced analytics to unify fragmented data, delivering cohesive insights. Cloud-based analytics platforms facilitate scalability, handling petabytes of streaming data for real-time decision-making. Regulatory compliance, such as data privacy laws, drives analytics adoption to ensure ethical data usage in viewer tracking. The emergence of 5G enhances streaming quality, generating richer datasets that analytics tools mine for quality-of-service insights. In emerging markets, rising internet penetration fuels streaming adoption, expanding the need for localized analytics to understand diverse audiences.

This marks a 20% increase from 1.4 billion in 2023, reflecting growing consumer demand for on-demand content. Connected TV penetration hit 82% of households in key markets, amplifying viewership data. Daily streaming hours average 3.5 per user, underscoring the need for robust analytics.

Key Market Challenges

Data Privacy and Regulatory Compliance

One of the foremost challenges in the TV Analytics Market is ensuring compliance with data privacy regulations and safeguarding sensitive viewer information. Television broadcasters, advertisers, and content providers increasingly rely on extensive data collection to analyze viewership patterns, demographic details, and engagement metrics. However, handling such large volumes of structured and unstructured data introduces significant privacy concerns, particularly in regions with strict data protection laws such as the General Data Protection Regulation in Europe or similar frameworks in North America and Asia Pacific. Organizations must implement robust data governance strategies to ensure that personal and behavioral data is collected, stored, and processed in a secure and legally compliant manner.

Failure to adhere to regulatory requirements can result in substantial fines, reputational damage, and loss of customer trust, which can impede the adoption of advanced analytics solutions. Moreover, the evolving nature of privacy regulations requires continuous monitoring and updating of analytics platforms to meet changing legal standards. Vendors providing TV analytics solutions must integrate features such as anonymization, encryption, secure access controls, and audit trails to address compliance challenges.

Balancing the need for deep insights with stringent privacy requirements is complex, particularly when leveraging artificial intelligence and machine learning to generate predictive or prescriptive analytics. This challenge also extends to cross-border data flows, as content providers and advertisers often operate across multiple jurisdictions with differing legal mandates. Organizations must navigate these complexities while maintaining analytics accuracy and effectiveness, making data privacy and regulatory compliance a critical barrier to seamless market growth in the TV Analytics sector.

Key Market Trends

Adoption of Artificial Intelligence and Machine Learning

A key trend shaping the TV Analytics Market is the increasing integration of artificial intelligence and machine learning technologies into analytics platforms. Broadcasters, content providers, and advertisers are leveraging these technologies to process large volumes of viewership, demographic, and engagement data in real time. Artificial intelligence algorithms can identify patterns, predict audience behavior, and optimize content recommendations, while machine learning models continuously improve analytics accuracy through adaptive learning from historical and live data. This trend enables organizations to deliver highly personalized content, enhance audience engagement, and maximize advertising effectiveness. AI-powered analytics also allow predictive and prescriptive insights, such as forecasting viewership trends, detecting audience churn, and optimizing scheduling for maximum reach.

Furthermore, the incorporation of natural language processing into TV analytics platforms facilitates the analysis of social media discussions, reviews, and feedback, providing broadcasters and advertisers with a comprehensive understanding of viewer sentiment and preferences. By integrating artificial intelligence and machine learning, organizations can automate routine analytical processes, reduce operational costs, and accelerate decision-making. This trend is particularly significant for over-the-top platforms and streaming services, where real-time analytics can guide content acquisition, programming, and advertising strategies to align with evolving audience demands.

Vendors in the TV Analytics Market are continuously innovating to offer scalable AI and machine learning solutions, enabling organizations to gain a competitive advantage through smarter, faster, and more accurate insights. As organizations increasingly prioritize data-driven strategies for content optimization and targeted advertising, the adoption of artificial intelligence and machine learning is expected to remain a dominant trend driving growth, innovation, and differentiation in the TV Analytics Market globally over the coming years.

Key Market Players

  • Nielsen Holdings plc
  • Comscore, Inc.
  • Kantar Group
  • Conviva, Inc.
  • TiVo Corporation
  • Adobe Systems, Inc.
  • Oracle Corporation
  • IBM Corporation
  • Samba TV, Inc.
  • IHS Markit Ltd.

Report Scope:

In this report, the Global TV Analytics Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

TV Analytics Market, By Component:

  • Software
  • Services

TV Analytics Market, By Deployment Mode:

  • On-Premise
  • Cloud

TV Analytics Market, By End-User:

  • Broadcasters
  • Advertisers
  • Content Providers
  • Media Agencies
  • Others

TV Analytics Market, By Region:

  • North America
    • United States
    • Canada
    • Mexico
  • Europe
    • Germany
    • France
    • United Kingdom
    • Italy
    • Spain
  • South America
    • Brazil
    • Argentina
    • Colombia
  • Asia-Pacific
    • China
    • India
    • Japan
    • South Korea
    • Australia
  • Middle East & Africa
    • Saudi Arabia
    • UAE
    • South Africa

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global TV Analytics Market.

Available Customizations:

Global TV Analytics Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

  • 1.1. Market Definition
  • 1.2. Scope of the Market
    • 1.2.1. Markets Covered
    • 1.2.2. Years Considered for Study
    • 1.2.3. Key Market Segmentations

2. Research Methodology

  • 2.1. Objective of the Study
  • 2.2. Baseline Methodology
  • 2.3. Key Industry Partners
  • 2.4. Major Association and Secondary Sources
  • 2.5. Forecasting Methodology
  • 2.6. Data Triangulation & Validation
  • 2.7. Assumptions and Limitations

3. Executive Summary

  • 3.1. Overview of the Market
  • 3.2. Overview of Key Market Segmentations
  • 3.3. Overview of Key Market Players
  • 3.4. Overview of Key Regions/Countries
  • 3.5. Overview of Market Drivers, Challenges, and Trends

4. Voice of Customer

5. Global TV Analytics Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Component (Software, Services)
    • 5.2.2. By Deployment Mode (On-Premise, Cloud)
    • 5.2.3. By End-User (Broadcasters, Advertisers, Content Providers, Media Agencies, Others)
    • 5.2.4. By Region (North America, Europe, South America, Middle East & Africa, Asia Pacific)
  • 5.3. By Company (2024)
  • 5.4. Market Map

6. North America TV Analytics Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Component
    • 6.2.2. By Deployment Mode
    • 6.2.3. By End-User
    • 6.2.4. By Country
  • 6.3. North America: Country Analysis
    • 6.3.1. United States TV Analytics Market Outlook
      • 6.3.1.1. Market Size & Forecast
        • 6.3.1.1.1. By Value
      • 6.3.1.2. Market Share & Forecast
        • 6.3.1.2.1. By Component
        • 6.3.1.2.2. By Deployment Mode
        • 6.3.1.2.3. By End-User
    • 6.3.2. Canada TV Analytics Market Outlook
      • 6.3.2.1. Market Size & Forecast
        • 6.3.2.1.1. By Value
      • 6.3.2.2. Market Share & Forecast
        • 6.3.2.2.1. By Component
        • 6.3.2.2.2. By Deployment Mode
        • 6.3.2.2.3. By End-User
    • 6.3.3. Mexico TV Analytics Market Outlook
      • 6.3.3.1. Market Size & Forecast
        • 6.3.3.1.1. By Value
      • 6.3.3.2. Market Share & Forecast
        • 6.3.3.2.1. By Component
        • 6.3.3.2.2. By Deployment Mode
        • 6.3.3.2.3. By End-User

7. Europe TV Analytics Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Component
    • 7.2.2. By Deployment Mode
    • 7.2.3. By End-User
    • 7.2.4. By Country
  • 7.3. Europe: Country Analysis
    • 7.3.1. Germany TV Analytics Market Outlook
      • 7.3.1.1. Market Size & Forecast
        • 7.3.1.1.1. By Value
      • 7.3.1.2. Market Share & Forecast
        • 7.3.1.2.1. By Component
        • 7.3.1.2.2. By Deployment Mode
        • 7.3.1.2.3. By End-User
    • 7.3.2. France TV Analytics Market Outlook
      • 7.3.2.1. Market Size & Forecast
        • 7.3.2.1.1. By Value
      • 7.3.2.2. Market Share & Forecast
        • 7.3.2.2.1. By Component
        • 7.3.2.2.2. By Deployment Mode
        • 7.3.2.2.3. By End-User
    • 7.3.3. United Kingdom TV Analytics Market Outlook
      • 7.3.3.1. Market Size & Forecast
        • 7.3.3.1.1. By Value
      • 7.3.3.2. Market Share & Forecast
        • 7.3.3.2.1. By Component
        • 7.3.3.2.2. By Deployment Mode
        • 7.3.3.2.3. By End-User
    • 7.3.4. Italy TV Analytics Market Outlook
      • 7.3.4.1. Market Size & Forecast
        • 7.3.4.1.1. By Value
      • 7.3.4.2. Market Share & Forecast
        • 7.3.4.2.1. By Component
        • 7.3.4.2.2. By Deployment Mode
        • 7.3.4.2.3. By End-User
    • 7.3.5. Spain TV Analytics Market Outlook
      • 7.3.5.1. Market Size & Forecast
        • 7.3.5.1.1. By Value
      • 7.3.5.2. Market Share & Forecast
        • 7.3.5.2.1. By Component
        • 7.3.5.2.2. By Deployment Mode
        • 7.3.5.2.3. By End-User

8. Asia Pacific TV Analytics Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Component
    • 8.2.2. By Deployment Mode
    • 8.2.3. By End-User
    • 8.2.4. By Country
  • 8.3. Asia Pacific: Country Analysis
    • 8.3.1. China TV Analytics Market Outlook
      • 8.3.1.1. Market Size & Forecast
        • 8.3.1.1.1. By Value
      • 8.3.1.2. Market Share & Forecast
        • 8.3.1.2.1. By Component
        • 8.3.1.2.2. By Deployment Mode
        • 8.3.1.2.3. By End-User
    • 8.3.2. India TV Analytics Market Outlook
      • 8.3.2.1. Market Size & Forecast
        • 8.3.2.1.1. By Value
      • 8.3.2.2. Market Share & Forecast
        • 8.3.2.2.1. By Component
        • 8.3.2.2.2. By Deployment Mode
        • 8.3.2.2.3. By End-User
    • 8.3.3. Japan TV Analytics Market Outlook
      • 8.3.3.1. Market Size & Forecast
        • 8.3.3.1.1. By Value
      • 8.3.3.2. Market Share & Forecast
        • 8.3.3.2.1. By Component
        • 8.3.3.2.2. By Deployment Mode
        • 8.3.3.2.3. By End-User
    • 8.3.4. South Korea TV Analytics Market Outlook
      • 8.3.4.1. Market Size & Forecast
        • 8.3.4.1.1. By Value
      • 8.3.4.2. Market Share & Forecast
        • 8.3.4.2.1. By Component
        • 8.3.4.2.2. By Deployment Mode
        • 8.3.4.2.3. By End-User
    • 8.3.5. Australia TV Analytics Market Outlook
      • 8.3.5.1. Market Size & Forecast
        • 8.3.5.1.1. By Value
      • 8.3.5.2. Market Share & Forecast
        • 8.3.5.2.1. By Component
        • 8.3.5.2.2. By Deployment Mode
        • 8.3.5.2.3. By End-User

9. Middle East & Africa TV Analytics Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Component
    • 9.2.2. By Deployment Mode
    • 9.2.3. By End-User
    • 9.2.4. By Country
  • 9.3. Middle East & Africa: Country Analysis
    • 9.3.1. Saudi Arabia TV Analytics Market Outlook
      • 9.3.1.1. Market Size & Forecast
        • 9.3.1.1.1. By Value
      • 9.3.1.2. Market Share & Forecast
        • 9.3.1.2.1. By Component
        • 9.3.1.2.2. By Deployment Mode
        • 9.3.1.2.3. By End-User
    • 9.3.2. UAE TV Analytics Market Outlook
      • 9.3.2.1. Market Size & Forecast
        • 9.3.2.1.1. By Value
      • 9.3.2.2. Market Share & Forecast
        • 9.3.2.2.1. By Component
        • 9.3.2.2.2. By Deployment Mode
        • 9.3.2.2.3. By End-User
    • 9.3.3. South Africa TV Analytics Market Outlook
      • 9.3.3.1. Market Size & Forecast
        • 9.3.3.1.1. By Value
      • 9.3.3.2. Market Share & Forecast
        • 9.3.3.2.1. By Component
        • 9.3.3.2.2. By Deployment Mode
        • 9.3.3.2.3. By End-User

10. South America TV Analytics Market Outlook

  • 10.1. Market Size & Forecast
    • 10.1.1. By Value
  • 10.2. Market Share & Forecast
    • 10.2.1. By Component
    • 10.2.2. By Deployment Mode
    • 10.2.3. By End-User
    • 10.2.4. By Country
  • 10.3. South America: Country Analysis
    • 10.3.1. Brazil TV Analytics Market Outlook
      • 10.3.1.1. Market Size & Forecast
        • 10.3.1.1.1. By Value
      • 10.3.1.2. Market Share & Forecast
        • 10.3.1.2.1. By Component
        • 10.3.1.2.2. By Deployment Mode
        • 10.3.1.2.3. By End-User
    • 10.3.2. Colombia TV Analytics Market Outlook
      • 10.3.2.1. Market Size & Forecast
        • 10.3.2.1.1. By Value
      • 10.3.2.2. Market Share & Forecast
        • 10.3.2.2.1. By Component
        • 10.3.2.2.2. By Deployment Mode
        • 10.3.2.2.3. By End-User
    • 10.3.3. Argentina TV Analytics Market Outlook
      • 10.3.3.1. Market Size & Forecast
        • 10.3.3.1.1. By Value
      • 10.3.3.2. Market Share & Forecast
        • 10.3.3.2.1. By Component
        • 10.3.3.2.2. By Deployment Mode
        • 10.3.3.2.3. By End-User

11. Market Dynamics

  • 11.1. Drivers
  • 11.2. Challenges

12. Market Trends and Developments

  • 12.1. Merger & Acquisition (If Any)
  • 12.2. Product Launches (If Any)
  • 12.3. Recent Developments

13. Company Profiles

  • 13.1. Nielsen Holdings plc
    • 13.1.1. Business Overview
    • 13.1.2. Key Revenue and Financials
    • 13.1.3. Recent Developments
    • 13.1.4. Key Personnel
    • 13.1.5. Key Product/Services Offered
  • 13.2. Comscore, Inc.
  • 13.3. Kantar Group
  • 13.4. Conviva, Inc.
  • 13.5. TiVo Corporation
  • 13.6. Adobe Systems, Inc.
  • 13.7. Oracle Corporation
  • 13.8. IBM Corporation
  • 13.9. Samba TV, Inc.
  • 13.10. IHS Markit Ltd.

14. Strategic Recommendations

15. About Us & Disclaimer