Major Share in $81 Billion Market by 2030
Amazon, Netflix, and Google are projected to capture 50 per cent of the $81 billion global connected TV (CTV) advertising market by 2030, according to research by Omdia. This study highlights a shift from traditional broadcasting to streaming platforms.
Google is expected to command 26 per cent of global CTV advertising revenue by the end of the decade. Meanwhile, Amazon and Netflix are forecast to account for 13 per cent and 9 per cent respectively.
Omdia's report indicates that global CTV advertising revenue will increase from $44 billion in 2025 to $81 billion by 2030, surpassing traditional linear TV advertising revenue.
Shift in TV Advertising Landscape
Expansion of ad-supported streaming services and the convergence of retail media and TV advertising drive the transition. Amazon enhances its TV advertising presence through Prime Video and retail media integration, while Netflix scales its global advertising reach via its ad-supported tier.
Google remains a dominant force due to YouTube’s extensive connected TV reach and its comprehensive advertising infrastructure. Omdia predicts growth in programmatic and targeted TV advertising.
Maria Rua Aguete, Head of Media & Entertainment at Omdia, stated, "The battle for the living room is no longer only about streaming content. It is increasingly about controlling the platform, the advertising layer, the operating system, the data and the consumer relationship."
Omdia also notes a rapid shift in the European TV operating system landscape. VIDAA is becoming Europe's third-largest TV operating system in 2026, following Android TV and Tizen.
David Tett, Principal Analyst at Omdia, added, "CTV companies are at risk of losing incredibly valued ground to these tech giants and many cannot afford to do so as the hardware business becomes increasingly unprofitable."
The competition for connected households intensifies as media companies, streamers, retailers, and technology giants aim for premium positioning. This evolution is not only about streaming content but also about controlling strategic commerce gateways.
Last updated: 19 May 2026, 9:20 pm
