According to market research firm Omdia, global revenue from traditional television and online video is expected to exceed 1,000 billion USD by 2030.
Experts emphasize the major structural changes in the media and entertainment industry, when total revenue is forecast to increase from 775 billion USD in 2025 to 1,030 billion USD in 2030, with growth mainly driven by digital formats, especially advertising.
Online video advertising will be the main driving force for growth, increasing from 309 billion USD in 2025 to 540 billion USD in 2030, raising the overall revenue market share from 40% to 53%.
In the online advertising segment, social video platforms such as Meta, TikTok and YouTube will play a decisive role, generating about 400 billion USD in revenue by 2030. This trend reflects a fundamental shift towards a video experience that prioritizes mobile devices, short and highly personalized videos, where discovery algorithms and creative ecosystems are promoting both interaction and large-scale monetization capabilities.
Revenue from subscriptions and online video transactions is expected to increase from $174 billion in 2025 to $216 billion in 2030. Although this segment will continue to grow, it is entering a more mature phase, with slower growth rates than ad-based models.
Traditional segments will continue to lose market share. Linear television advertising is expected to decrease from 123 billion USD in 2025 to 113 billion USD in 2030, with market share decreasing from 16% to 11%. Pay television revenue (subscribers and transactions) will also decrease, from 169 billion USD to 159 billion USD in the same period, reflecting the ongoing cable television cuts and the continuous shift of viewers to digital platforms.
“This industry is undergoing a profound transformation. Video advertising on social networks is becoming a dominant force, reshaping the way content is consumed and monetized. Meanwhile, traditional models such as linear television and pay television are structurally declining,” said Maria Rua Aguete, an Omdia expert.
As this industry approaches the 1,000 billion USD milestone, Omdia's analysis shows that the balance of power is shifting towards digital platforms, with advertising - led by videos on social networks - as the focus of future growth.
