According to Omdia, global connected television (CTV) advertising revenue will increase sharply from 44 billion USD in 2025 to 81 billion USD in 2030, with CTV advertising revenue expected to surpass traditional linear television advertising revenue.
The global battle for "control of the living room" is entering a new phase as Google, Amazon and Netflix are predicted to occupy nearly 50% of the global connected television advertising market by 2030.
According to forecasts, by 2030, Google will account for 26% of global CTV advertising revenue, followed by Amazon (13%) and Netflix (9%). In total, these three "giants" will account for nearly half of the global connected television (CTV) advertising market revenue by 2030.
This change takes place as media companies, streaming services, retailers and technology giants are racing to win leading positions in connected households.
Amazon is leveraging Prime Video and retail communication integration to expand its television advertising coverage, while Netflix continues to expand its advertising business globally through an advertising service package. Google remains dominant thanks to its huge connected television reach and YouTube's larger advertising infrastructure.
Omdia experts also predict some trends that will drive the transformation of television advertising in the next 5 years: Expanding online streaming services with advertising, the convergence of retail media and television advertising, growth in programmable and targeted television advertising, the increasing importance of TV operating systems and smart TV ecosystems, and fiercer competition to attract consumer attention and win platform ownership.
Omdia also emphasized that the TV operating system market in Europe is changing rapidly. According to this research company, VIDAA is becoming the third largest TV operating system in Europe this year, after Android TV and Tizen, surpassing some long-time competitors as manufacturers seek to capture the smart TV experience market share.
