As the Internet has become an inalienable part of our lives and the amount of information is growing every second, content moderation has become a necessity for all types of companies to keep the atmosphere on their online platforms safe and healthy, as well as to comply with local and international regulations. Like any growth company, is looking to expand by attracting new customers and gaining market share for their content moderation service. To achieve this, we agreed with Utopia Analytics to conduct a thorough competitor analysis. The aim is to determine who their key competitors are, what capabilities they possess, who they are currently serving and how Utopia’s solution ranks in comparison. To gain a foothold in the global market, Utopia wanted to examine product alternatives that exist on the market to be able to better stand out with their unique features in user generated content moderation.
To start with the analysis, we wanted to gain a better understanding of the overall market and the nature of the technology used in user generated content moderation. Therefore we started by interviewing Utopia’s key personnel (June 28th) for the technical factors of their content moderation service that they believed were most important in the competition between different companies. We arrived at a list of technical criteria for us to research, including image and video moderation, capabilities for real-time moderation, the amount of human work required, the accuracy and consistency of moderation and the capabilities for informal and unusual language processing. An important factor was also the nature of the content moderation service and product: were they focused exclusively on social media moderation through or website moderation of their own websitet.
During the analysis we picked out many relevant trends of the current market. For example, the majority of the competitors (both human and AI) have real-time 24/7 content moderation and advertise it, which seems to be a great advantage since hatespeech or any other irrelevant or harmful content may appear any time. We deduct that there is no key competitive advantage to be gained here, as real-time availability can be regarded as a basic feature among various providers of content moderation service.
Conducted market research of user generated content moderation companies has revealed that, although Utopia Analytics is a relatively young company, its position against rivals is strong. The company possesses the majority of features emphasized by competitors as their unique advantages, for example, language independence, customizability and tailor-made tools, constant support and improvement of the accuracy and quality that does not require a human’s interference.