Amazon, Netflix and Google projected to capture half of CTV ad market by 2030

Global connected TV advertising revenue is projected to grow from $44 billion in 2025 to $81 billion by 2030, according to new research released by Omdia on May 19.

The research firm said connected TV advertising revenue is expected to surpass traditional linear TV advertising during the 2030s as streaming platforms, TV operating systems and advertising ecosystems continue to expand.

Google will account for 26% of global CTV advertising revenue by 2030, followed by Amazon at 13% and Netflix at 9%, according to Omdia. Combined, the three companies are expected to capture half of the global CTV advertising market by the end of the decade.

The report said the shift is being driven by the expansion of ad-supported streaming services, the convergence of retail media and television advertising, growth in programmatic and targeted advertising and increasing competition for connected TV platform ownership.

Amazon has expanded its TV advertising business through Prime Video and retail media integration, while Netflix continues to scale its advertising-supported tier globally. Google remains a dominant player through YouTube’s connected TV reach and advertising infrastructure, according to Omdia.

Omdia also said the European TV operating system market is changing rapidly, with VIDAA expected to become Europe’s third-largest TV operating system this year behind Android TV and Tizen.

“The battle for the living room is no longer only about streaming content,” said Maria Rua Aguete, head of media and entertainment at Omdia. “It is increasingly about controlling the platform, the advertising layer, the operating system, the data and ultimately the consumer relationship.”

Rua Aguete said television is becoming a strategic gateway for digital advertising, retail media and commerce integration as technology companies compete to control the TV interface.

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“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,” said David Tett, principal analyst at Omdia. “Strategies are needed to fight for their own advertising revenues in the new-look landscape and avoid ceding too much ground to players such as Google and Amazon.”