Technology Benchmarking & Industry Analysts · Agency & Consultancy · B2B SaaS Provider
Omdia
Technology market intelligence, research subscriptions and strategic advisory.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Omdia
- Entity type
- BUSINESS_UNIT
- Headquarters
- United Kingdom
- Company size
- 501–1,000
- Market cluster / sector
- Technology Benchmarking & Industry Analysts
- Market role
- Agency & Consultancy · B2B SaaS Provider
- Official website
- omdia.tech.informa.com
What Omdia does
Omdia converts analyst research, market datasets, forecasts and vendor evaluation methodologies into subscription-led intelligence products. It extends the value of these assets through direct analyst access and managed professional services, including strategic consulting, custom research, commercial validation and go-to-market advisory. This model monetises both recurring enterprise access and higher-value project engagements.
Category differentiation
Omdia is a B2B technology research and advisory business unit, not a technology vendor, telecoms operator or consumer media platform. It sells intelligence and professional services rather than operating advertising inventory or a self-serve ad-buying platform.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Omdia is the technology research, market-intelligence and advisory business unit of Informa TechTarget, Inc. It provides proprietary research, market data, forecasts, vendor assessments, analyst access, strategic consulting and go-to-market advisory across IT, telecommunications, media and connected-technology markets. Its customers are technology vendors, service providers, enterprise technology buyers, procurement teams and investors. Omdia generates revenue primarily from recurring subscriptions to research and data products, supplemented by paid consulting, custom research, technology validation, vendor-selection support and go-to-market engagements.
Company news briefing
Briefing updated:
Omdia research has been widely cited across recent industry developments, notably reporting that 73% of Chinese game developers view AI as vital to production pipelines. Additionally, Omdia market projections highlight the booming micro-drama sector, estimating a global revenue of $14 billion in 2026 with roughly $1.5 billion generated in the U.S. market. The firm's analysis also tracks hardware supply chains, identifying Rockchip as a key player in edge AI.
Business model & monetisation
Omdia monetises recurring subscriptions to Intelligence Services, Market Trackers, Viewpoint Services, Spotlight Services and research reports. It sells additional project-based consulting, custom research, go-to-market advisory, technical and economic validation, vendor-selection analysis and custom content. Ask An Analyst is included with relevant subscription packages rather than sold as a standalone consumer service.
- Research and data subscriptions
- Content Subscription
- Strategic consulting and custom research
- Service Fee
- Go-to-market advisory and commercial validation
- Service Fee
- Vendor-selection engagements
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
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360° Tech Stack & Vendor Telemetry
Technical header bidding configurations, sellers.json registry nodes, CMP disclosures, and direct programmatic supply chains.
Live Market Signals & Executive Briefings
Continuous 24/7 monitoring of material M&A deals, executive shifts, product rollouts, and hiring trends across peer entities.
Competitors & alternatives
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Enterprise technology research, analyst advisory and executive decision-support firm.
Enterprise research, advisory and benchmarking subscriptions for business leaders.
Technology market intelligence, data, benchmarking and advisory provider.
B2B analyst research and vendor intelligence for IT sourcing markets.
Market intelligence, research subscriptions and advisory services for enterprise decision-makers.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Ghost Audiences Haunting CTV Measurement
CTV · Recorded impact score: 3/5
As CTV advertising surges, the industry still relies on outdated metrics like subscriber counts and MAUs, which mask the presence of inactive subscribers—'ghost audiences.' These ghost viewers inflate platform-reported audience numbers but generate little transactable supply. Samsung Ads' Justin Fromm advocates focusing on 'audience availability'—those actively watching during campaign windows—and 'audience addressability'—the transactable subset. This shift moves audience curation toward the sell side, where OEMs and SSPs can provide real-time viewing signals. The competitive advantage will come from identifying the best available audience at the moment an impression is available, not from sheer scale. The article cites that 48% of US SVOD accounts were ad-supported in Q1 2026, and CTV upfront spend surpassed linear for the first time.
- 48% of US SVOD accounts were ad-supported in Q1 2026, and 110 million US ad-supported Premium SVOD subscriptions existed.
- CTV upfront spend surpassed linear for the first time in 2026.
Channel 4 Announces First Branded Microdrama Series
Branded Content · Recorded impact score: 3/5
Channel 4 has announced its first branded microdrama series, 'The Guest List', as part of its digital-first strategy. The five-part vertical short-form series will be available on Channel 4's Meta, TikTok, and YouTube channels from October 24. The series is produced by curly media, a social-first creative agency, in partnership with skincare and fragrance brand Sol de Janeiro, with the deal brokered by Zenith UK. The drama follows four women in their twenties, with each character inspired by Sol de Janeiro's Intense Mist fragrance range. This move marks Channel 4's entry into the microdrama market, which Omdia forecasts to reach $14 billion in global revenues by end of 2026, primarily driven by women aged 25-45. Channel 4 continues to expand its digital programming strategy, having previously launched digital-first brand Channel 4.0 and content on various social platforms.
- Channel 4 announces its first branded microdrama series 'The Guest List', a five-part vertical short-form series.
- The series will be available on Channel 4's Meta, TikTok, and YouTube channels from 24th October.
Milestone Systems Tops EMEA Video Management Software Market
Market Leadership · Recorded impact score: 2/5
Milestone Systems is the largest provider of video management software (VMS) and Video Surveillance as a Service (VSaaS) in EMEA, according to Omdia's 2025 market share data. Milestone holds 19.1% of the USD 573 million EMEA market, a position maintained since 2021. The overall market grew 10% in 2025. The company's open platform, including XProtect, BriefCam, and Arcules, supports on-premises, cloud, and hybrid deployments, with AI analytics enhancing video value beyond security. Milestone continues to expand in key markets like the UK and Ireland, emphasizing customer choice and future-proofing.
- Milestone Systems holds 19.1% of the EMEA VMS and VSaaS market in 2025.
- Omdia reports the EMEA VMS and VSaaS market grew 10% to USD 573 million in 2025.
Hisense Unveils True-to-Life Color, Eye Comfort at IFA 2026
Consumer Electronics · Recorded impact score: 2/5
Hisense, a global leader in consumer electronics, presented its latest innovations in displays, laser technology, and audio at IFA 2026, under the theme 'Innovations for a Better Life'. The company focused on delivering vivid picture quality, viewing comfort, and immersive sound. Notable products included the first European debut of the 116UXS miniLED TV, which features RGB MiniLED backlighting with a four-color light source, achieving 110% of the BT.2020 color gamut. Many of Hisense's new products, including the 116UXS and the XR10 laser projector, received certifications from TÜV Rheinland for eye comfort. Hisense also showcased the world's first Field Sequential Display (FSD) technology, an LCD architecture that eliminates color filters, and introduced new audio products like the UX1 soundbar and the wireless HiClips earbuds. The company highlighted its ongoing partnership with TÜV Rheinland and its position as a leader in the large-screen TV market.
- Hisense introduced the 116UXS miniLED TV in Europe, featuring RGB MiniLED backlighting and 110% BT.2020 color gamut.
- The 116UXS received Pantone Validated RGB MiniLED and Pantone Color certifications.
Hisense Extends UEFA Partnership as Official EURO 2028 Partner
Partnership · Recorded impact score: 1/5
Hisense announced at IFA 2026 that it will continue as Official Partner of UEFA EURO 2028, marking its fourth consecutive UEFA European Championship sponsorship. The company has been involved in football since UEFA EURO 2016 and also sponsored FIFA World Cups in 2018, 2022, and 2026. Catherine Fang, Vice President of Hisense Group, highlighted the evolution from brand sponsorship to technology partner for UEFA screens. UEFA Marketing Director Guy-Laurent Epstein expressed enthusiasm for the continued collaboration. At IFA 2026, Hisense will feature a UEFA EURO 2028 activation zone with interactive football challenges.
- Hisense announced at IFA 2026 that it will continue as Official Partner of UEFA EURO 2028.
- This is Hisense's fourth consecutive UEFA European Championship sponsorship.
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Questions about Omdia
What is Omdia?
Omdia is Informa TechTarget’s technology research, data and strategic advisory business unit.
Who uses Omdia?
Technology vendors, service providers, enterprises, procurement teams, investors and research subscribers use Omdia.
How does Omdia make money?
It earns recurring research and data subscription revenue plus fees for consulting, custom research, validation and advisory engagements.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
5 publicly documented primary sources and citations linked across the market graph.
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