According to recent findings shared by Maria Rua Aguete, Senior Research Director at Omdia, global revenues from traditional television and online video are expected to exceed US$1 trillion by 2030. This projection, presented at the FED Show in Madrid, signals a significant transformation in the media and entertainment sector.
The analysis reveals that industry revenues are expected to rise from US$775 billion in 2025 to US$1.03 trillion by the decade’s end, primarily driven by the rapid expansion of digital formats. A key driver of this growth will be online video advertising, expected to surge from US$309 billion in 2025 to US$540 billion by 2030, ultimately accounting for over half of the total market revenues.
Platforms such as YouTube, TikTok, and Meta are set to spearhead this growth, collectively generating close to US$400 billion in streaming advertising revenue by 2030. This trend illustrates a broader movement towards short-form, mobile-centric content and personalised viewing experiences, heavily influenced by creator-driven ecosystems and sophisticated recommendation algorithms.
While subscription and transactional video services are projected to continue their growth, the pace is expected to be more gradual. Revenue in this sector is slated to increase from US$174 billion in 2025 to US$216 billion by 2030, indicating a more mature market compared to the rapidly advancing ad-supported models.
On the other hand, traditional segments are anticipated to experience a steady decline. Linear television advertising revenues are expected to decrease from US$123 billion in 2025 to US$113 billion by 2030, and pay-TV revenues are projected to drop from US$169 billion to US$159 billion as audiences increasingly turn to digital platforms.
Rua Aguete emphasised that the industry is witnessing a profound structural transformation, with social video advertising becoming the leading force reshaping both content consumption and monetisation. She noted that traditional models like linear TV and pay-TV are facing a long-term decline.
Omdia’s findings highlight a significant shift in the global media landscape, with digital platforms—especially those powered by social video and advertising—poised to take the lead as the industry approaches the US$1 trillion milestone.
