{"id":964358,"date":"2026-05-19T03:03:02","date_gmt":"2026-05-19T07:03:02","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-amazon-netflix-and-google-to-capture-half-of-81-billion-ctv-advertising-market-by-2030\/"},"modified":"2026-05-19T03:03:02","modified_gmt":"2026-05-19T07:03:02","slug":"omdia-amazon-netflix-and-google-to-capture-half-of-81-billion-ctv-advertising-market-by-2030","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-amazon-netflix-and-google-to-capture-half-of-81-billion-ctv-advertising-market-by-2030\/","title":{"rendered":"Omdia: Amazon, Netflix and Google to Capture Half of $81 Billion CTV Advertising Market by 2030"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }\n.bwlistdisc { list-style-type: disc }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>Omdia: Amazon, Netflix and Google to Capture Half of $81 Billion CTV Advertising Market by 2030<\/b><\/p>\n<p>LONDON&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nGlobal connected TV (CTV) advertising revenue will surge from $44 billion in 2025 to $81 billion by 2030, with CTV ad revenues expected to surpass traditional linear TV advertising during the 2030s, according to new research by Omdia.<\/p>\n<p id=\"news-body-cta\">This press release features multimedia. View the full release here: <a href=\"https:\/\/www.businesswire.com\/news\/home\/20260518833831\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20260518833831\/en\/<\/a><\/p>\n<div id=\"bwbodyimg\" style=\"width: 480px;float:left;padding-left:0px;padding-right:20px;padding-top:0px;padding-bottom:0px\"><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20260518833831\/en\/2809351\/4\/Global_CTV_advertising_revenue_by_company.jpg\" alt=\"Global CTV advertising revenue by company, 2015-2030\" \/><\/p>\n<p style=\"font-size:85%\">Global CTV advertising revenue by company, 2015-2030<\/p>\n<\/div>\n<p><b>Google, Amazon and Netflix Dominate the Evolving TV Landscape<\/b><\/p>\n<p>\nThe global fight to \u201cown the living room\u201d is entering a new phase as Google, Amazon and Netflix are projected to capture 50% of the global connected TV advertising market by 2030. The findings highlight how the center of power in television is rapidly shifting away from traditional broadcasting toward streaming platforms, TV operating systems and advertising ecosystems. By the end of the decade:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\nGoogle is forecast to command 26% of global CTV advertising revenue<\/p>\n<\/li>\n<li>\nAmazon is expected to account for 13%<\/p>\n<\/li>\n<li>\nNetflix is projected to represent 9%<\/p>\n<\/li>\n<\/ul>\n<p>\nCombined, Google, Amazon, and Netflix will account for half of the entire global CTV advertising market by 2030.<\/p>\n<p><b>CTV Advertising Growth Accelerates as Platforms Compete for Connected Households<\/b><\/p>\n<p>\nThe shift comes as media companies, streamers, retailers and technology giants race to secure premium positioning in connected households. Amazon is leveraging Prime Video and retail media integration to expand its TV advertising footprint, while Netflix continues to scale its advertising business globally through its ad-supported tier. Google remains dominant through YouTube\u2019s massive connected TV reach and broader advertising infrastructure.<\/p>\n<p>\nOmdia expects several trends to accelerate the transformation of television advertising over the next five years:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\nExpansion of ad-supported streaming services<\/p>\n<\/li>\n<li>\nConvergence of retail media and television advertising<\/p>\n<\/li>\n<li>\nGrowth in programmatic and targeted TV advertising<\/p>\n<\/li>\n<li>\nIncreasing importance of TV operating systems and smart TV ecosystems<\/p>\n<\/li>\n<li>\nGreater competition for consumer attention and platform ownership<\/p>\n<\/li>\n<\/ul>\n<p>\nOmdia also revealed that the European TV operating system landscape is shifting rapidly. According to the research firm, VIDAA is becoming Europe\u2019s third-largest TV operating system this year after Android TV and Tizen, overtaking several established competitors as manufacturers seek greater ownership of the smart TV experience.<\/p>\n<p><b>TV Operating Systems Evolve into Strategic Commerce Gateways<\/b><\/p>\n<p>\n\u201cThe battle for the living room is no longer only about streaming content,\u201d said <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fomdia.tech.informa.com%2Fauthors%2Fmaria-rua-aguete&amp;esheet=54538227&amp;newsitemid=20260518833831&amp;lan=en-US&amp;anchor=Maria+Rua+Aguete%2C+Head+of+Media+%26amp%3B+Entertainment+at+Omdia&amp;index=1&amp;md5=54e91910766440fb4377f84acdacb477\">Maria Rua Aguete, Head of Media &amp; Entertainment at Omdia<\/a>. \u201cIt is increasingly about controlling the platform, the advertising layer, the operating system, the data and ultimately the consumer relationship.\u201d<\/p>\n<p>\nRua Aguete noted that television is becoming one of the most strategic gateways for digital advertising, retail media and commerce integration, with tech companies increasingly competing to control the TV interface itself.<\/p>\n<p>\n\u201cCTV 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,\u201d added <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fomdia.tech.informa.com%2Fauthors%2Fdavid-tett&amp;esheet=54538227&amp;newsitemid=20260518833831&amp;lan=en-US&amp;anchor=David+Tett%2C+Principal+Analyst+at+Omdia&amp;index=2&amp;md5=8e7c24e2370f949043a0ec273bad0829\">David Tett, Principal Analyst at Omdia<\/a>. \u201cStrategies 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.\u201d<\/p>\n<p>\nThe findings reinforce how television, commerce and digital advertising are converging into a single ecosystem and why the connected TV environment is becoming one of the most strategically valuable positions in media.<\/p>\n<p><b>ABOUT OMDIA<\/b><\/p>\n<p><a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fomdia.tech.informa.com%2F&amp;esheet=54538227&amp;newsitemid=20260518833831&amp;lan=en-US&amp;anchor=Omdia&amp;index=3&amp;md5=f23c85516446350d43392782e404827f\">Omdia<\/a>, part of TechTarget, Inc. d\/b\/a Informa TechTarget (Nasdaq: TTGT), is a technology research and advisory group. Our deep knowledge of tech markets grounded in real conversations with industry leaders and hundreds of thousands of data points, makes our market intelligence our clients\u2019 strategic advantage. From R&amp;D to ROI, we identify the greatest opportunities and move the industry forward.<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20260518833831r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20260518833831\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20260518833831\/en\/<\/a><\/span><\/p>\n<p>\nFasiha Khan: <a rel=\"nofollow\" href=\"mailto:fasiha.khan@omdia.com\">fasiha.khan@omdia.com<br \/>\n<\/a><br \/>Eric Thoo: <a rel=\"nofollow\" href=\"mailto:eric.thoo@omdia.com\">eric.thoo@omdia.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> Europe United Kingdom Asia Pacific<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Entertainment Advertising Communications Technology TV and Radio Other Technology<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Photo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20260518833831\/en\/2809351\/3\/Global_CTV_advertising_revenue_by_company.jpg\" alt=\"Photo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\">Global CTV advertising revenue by company, 2015-2030<\/font><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20260518833831\/en\/2526440\/3\/ITTOmdia-Logo-Grad-Indigo.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Omdia: Amazon, Netflix and Google to Capture Half of $81 Billion CTV Advertising Market by 2030 LONDON&#8211;(BUSINESS WIRE)&#8211; Global connected TV (CTV) advertising revenue will surge from $44 billion in 2025 to $81 billion by 2030, with CTV ad revenues expected to surpass traditional linear TV advertising during the 2030s, according to new research by Omdia. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20260518833831\/en\/ Global CTV advertising revenue by company, 2015-2030 Google, Amazon and Netflix Dominate the Evolving TV Landscape The global fight to \u201cown the living room\u201d is entering a new phase as Google, Amazon and Netflix are projected to capture 50% of the global connected TV advertising market by 2030. The findings highlight how the &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-amazon-netflix-and-google-to-capture-half-of-81-billion-ctv-advertising-market-by-2030\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Omdia: Amazon, Netflix and Google to Capture Half of $81 Billion CTV Advertising Market by 2030&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-964358","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Omdia: Amazon, Netflix and Google to Capture Half of $81 Billion CTV Advertising Market by 2030 - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-amazon-netflix-and-google-to-capture-half-of-81-billion-ctv-advertising-market-by-2030\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Omdia: Amazon, Netflix and Google to Capture Half of $81 Billion CTV Advertising Market by 2030 - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Omdia: Amazon, Netflix and Google to Capture Half of $81 Billion CTV Advertising Market by 2030 LONDON&#8211;(BUSINESS WIRE)&#8211; Global connected TV (CTV) advertising revenue will surge from $44 billion in 2025 to $81 billion by 2030, with CTV ad revenues expected to surpass traditional linear TV advertising during the 2030s, according to new research by Omdia. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20260518833831\/en\/ Global CTV advertising revenue by company, 2015-2030 Google, Amazon and Netflix Dominate the Evolving TV Landscape The global fight to \u201cown the living room\u201d is entering a new phase as Google, Amazon and Netflix are projected to capture 50% of the global connected TV advertising market by 2030. 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This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20260518833831\/en\/ Global CTV advertising revenue by company, 2015-2030 Google, Amazon and Netflix Dominate the Evolving TV Landscape The global fight to \u201cown the living room\u201d is entering a new phase as Google, Amazon and Netflix are projected to capture 50% of the global connected TV advertising market by 2030. 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