A recent report by Omdia highlights a significant transformation in global connected TV (CTV) advertising, projecting that by 2030, tech companies Google, Amazon, and Netflix will command 50% of the market, which is expected to grow from US$44 billion in 2025 to US$81 billion. This shift, discussed at the RetailX event in London, indicates a move away from traditional broadcasting towards digital platforms and automated advertising networks.
The market share distribution of CTV advertising revenue by 2030 is expected to be as follows: Google will capture 26%, Amazon will hold 13%, and Netflix will claim 9%. Omdia’s analysis reveals that CTV ad revenues are poised to surpass those from traditional linear television in the coming decade.
Maria Rua Aguete, Senior Research Director at Omdia, emphasised that the competition for audience attention has evolved. “The battle for the living room is no longer only about streaming content; it increasingly centres on controlling the platform, advertising, operating systems, and consumer relationships,” she said. The television interface has become crucial as a gateway for digital advertising and e-commerce, prompting tech firms to focus on dominating smart TV interfaces.
In the European smart TV operating system landscape, notable changes are also on the horizon. By 2026, VIDAA is predicted to become the third-largest operating system in Europe, following Android TV and Tizen. This trend reflects manufacturers’ desire for greater control over the smart TV user experience. Aguete remarked, “Owning the TV operating system translates to greater control over advertising, discovery, and monetisation, making it as vital as the content itself.”
Several corporate strategies are driving consolidation in the CTV market. Amazon is integrating Prime Video with its retail media network, while Netflix is broadening its global reach with an ad-supported subscription model. Google maintains its presence through YouTube’s connected TV capabilities and a robust programmatic advertising framework.
Omdia has identified five key trends expected to shape the television advertising industry through 2030. These include the rise of ad-supported streaming models, the merging of retail media and television advertising, the expansion of programmatic advertising formats, the strategic significance of proprietary TV operating systems, and intensified competition for consumer attention and platform ownership.
