Focusing on Mental Health and Data Privacy due to Changing Consumer Priorities

The content trust and safety industry is undergoing a transformative evolution fueled by technological advancements, shifting regulatory landscapes, and rising user expectations. Transparency and accountability are becoming core principles in moderation policies, with companies actively incorporating diverse perspectives to minimize bias and enhance fairness. The increasing focus on user safety has fostered stronger collaboration between platforms, regulatory bodies, and third-party organizations to combat pressing issues such as misinformation, hate speech, and child safety. In parallel, there is a growing recognition of the emotional toll on trust and safety teams, prompting companies to invest in robust mental health support programs. As platforms continue their global expansion, localized content strategies and multilingual moderation are emerging as critical priorities. These approaches address regional cultural sensitivities and ensure compliance with varying legal frameworks, underscoring the industry’s commitment to creating safer, more inclusive digital spaces.

Both demand- and supply-side trends are covered in Avasant’s Content Trust and Safety Business Process Transformation 2024–2025 Market Insights™ and Content Trust and Safety Business Process Transformation 2024–2025 RadarView™, respectively.

These reports present a comprehensive study of the content trust and safety services industry and closely examine the market leaders, innovators, disruptors, and challengers. They also provide a view into key market trends and developments impacting the content moderation services space.

Avasant evaluated 45 service providers across three dimensions: practice maturity, domain ecosystem, and investments and innovation. Of the 45 providers, we recognized 17 that brought the most value to the market during the past 12 months.

The report recognizes service providers in four categories:

• • Leaders: Concentrix, Genpact, TaskUs, Tech Mahindra, Teleperformance
  • Innovators: Accenture, Sutherland, TELUS Digital, Wipro
  • Disruptors: Alorica, Appen, Cognizant, Foundever, TTEC
  • Challengers: Chekkee, Conectys, TDCX

Figure 1 below from the full report illustrates these categories:

“Advancements in AI and increased collaboration are reshaping the content moderation industry, ensuring user protection and transparency,” said Swapnil Bhatnagar, partner at Avasant. “There is also a major focus on mental health support for moderation teams and adaptive strategies to address diverse cultural and legal nuances globally.”

The reports provide a number of findings, including the following:

• • AI and automation are increasingly leveraged to detect, enforce, and review content, streamlining trust and safety operations by automating routine tasks and supporting human reviewers in addressing complex cases.
  • AI is also enhancing employee wellness through tools for mental health support and stress management in content moderation roles while simultaneously addressing challenges such as the misuse of AI to generate harmful content.
  • Large and very large enterprises are outsourcing trust and safety services at growing rates, strongly emphasizing security, risk management, fraud prevention, and regulatory compliance.
  • While time and resource-based pricing models remain prevalent, there is a notable shift toward output-based and hybrid pricing models, driven by a focus on measurable outcomes and scalable solutions.

“Service providers are using advanced technologies and strategic partnerships to offer scalable content moderation solutions,” said Aditya Jain, research leader at Avasant. “To meet the evolving needs of global audiences, they are improving multilingual capabilities, transparency frameworks, and mental health support for moderation teams.”

This RadarView features detailed profiles of 17 service providers, along with their solutions, offerings, and experience in assisting enterprises and individuals in their content moderation journey.

This Research Byte provides a brief overview of Avasant’s Content Trust and Safety Business Process Transformation 2024–2025 Market Insights™ and Content Trust and Safety Business Process Transformation 2024–2025 RadarView™. (Click for pricing.)