Global connected TV (CTV) advertising revenue is projected to nearly double from $44 billion in 2025 to $81 billion by 2030, according to new research from analyst firm Omdia.
The report highlights a rapidly accelerating shift in television advertising toward streaming platforms, smart TV ecosystems, and data-driven programmatic advertising.
Big Tech Set to Dominate Global CTV Ad Market
Omdia forecasts that three major players — Google, Amazon and Netflix — will together capture around 50% of global CTV advertising revenue by 2030.
Projected market share breakdown:
- Google: 26%
- Amazon: 13%
- Netflix: 9%
According to Omdia, competition in the living room is increasingly shifting away from content alone and toward control of platforms, operating systems, advertising infrastructure and user data.
Streaming and Retail Media Fuel Market Growth
The research identifies several key drivers behind the strong growth outlook:
- Expansion of ad-supported streaming models
- Convergence of retail media and TV advertising
- Growth of programmatic TV buying
- Increasing dominance of smart TV operating systems
These factors are accelerating the transformation of television into a data-driven digital advertising ecosystem.
Smart TV Operating Systems Becoming Strategic Battleground
Omdia also noted the rising importance of TV operating systems, with VIDAA emerging as Europe’s third-largest platform in 2026, behind Android TV and Samsung’s Tizen.
Analysts warn that traditional TV manufacturers risk losing advertising value to tech platforms as hardware margins decline and software ecosystems become more profitable.
Industry Warns of Growing Big Tech Control
Maria Rua Aguete, Head of Media & Entertainment at Omdia, said the competition is no longer just about streaming content, but about controlling the entire digital TV ecosystem — including advertising layers and consumer relationships.
Another analyst, David Tett, warned that connected TV players must develop stronger advertising strategies or risk ceding long-term market power to major technology companies.
TV Advertising Enters a Platform-Driven Era
The report underscores a broader shift in global media: television is no longer a standalone broadcast medium but part of a connected, data-driven digital platform economy.
By 2030, CTV advertising is expected to rival and eventually overtake traditional linear TV advertising in many markets, marking one of the most significant structural shifts in media economics in decades.