Sam McLaughlin
All work

Market sizing and intelligence for new products and markets

A security company growing beyond its core needs to know which new markets are worth entering and how big they are. At Irdeto I sized new product opportunities, mapped competitors and gathered the evidence behind product moves, several of which the company later announced publicly.

Work linked to public announcements

These are projects where my market sizing or competitive intelligence supported something the company later made public. The internal analysis itself stays confidential.

  • Content provenance (C2PA): I sized the market for C2PA content credentials, which prove where digital media came from, across systems and applications, publishers and devices over five years. The work supported the company's move onto the C2PA Trust List. Announcement, April 2026
  • EV charging security and Plug & Charge: I scoped and managed a commissioned study on cybersecurity for EV charging, which became a co-branded white paper and an industry webinar. Later I provided market intelligence for the company's Plug & Charge product strategy: an EV and charging-infrastructure market overview, a market model and the data requirements for a strategy workshop. White paper (PDF) · Product page
  • Forensic watermarking: I sized the watermarking market for video and games and analysed competitors' go-to-market, supporting the company's watermarking product as it won new customers and partners.
  • Bot detection for games: a competitive landscape of bot detection vendors supporting a new bot detection product for the games business.
  • Multi-DRM: product comparisons against the main rivals and quarterly product reviews for the company's multi-DRM service.
  • Partnerships: analysis of vendor partnerships and deployments supporting new technology partnerships.

Sizing new markets

  • Android TV app security: the installed base of Android TV devices and the operators using them, by region, for an app security and monitoring service.
  • Equipment sharing: a total addressable market model for rental equipment fleets (aerial work platforms, heavy equipment and more), with a documented methodology, for a construction equipment-sharing platform.
  • Content security: the serviceable addressable market for conditional access and DRM, and regional sizing for business planning.
  • Games security: mobile game protection, app shielding and anti-cheat, including a database of anti-cheat use across around 1,000 popular PC games.
  • New ideas: DRM for 3D assets, plus technology scans of edge AI and fully homomorphic encryption (FHE) and confidential computing.

How I approached it

  • Combining third-party forecasts (Omdia, Caretta Research and others) with bottom-up builds from installed bases, fleets, subscribers or game titles, and documenting the assumptions so the numbers could be challenged.
  • Pairing every sizing with a competitive landscape, so the answer covered how much is there and who else is going after it.
  • Presenting the results in the format decision-makers needed, from one-page TAMs to workshop pre-reads.

What it shows

  • Sizing markets that don't have a ready-made forecast.
  • Working across very different industries: video, games, automotive and construction.
  • Connecting research to product decisions that reached the market.

This was internal work. Figures, customers and internal decisions are not shown; only publicly announced items are linked.