The global connected TV advertising market is expected to nearly double over the next five years, reaching $81 billion by 2030, according to new research from Omdia. The report projects that Google, Amazon, and Netflix will collectively control half of global connected TV advertising revenue by the end of the decade, signaling a major shift in power across the television and advertising industries.

The television industry’s balance of power is changing rapidly.

For decades, traditional broadcasters controlled the economics of television advertising through linear distribution networks and scheduled programming. But the rise of connected TV (CTV), streaming platforms, smart TV operating systems, and programmatic advertising is fundamentally restructuring how audiences consume content — and how advertisers reach them.

New research from Omdia suggests the transformation is accelerating faster than many legacy media companies anticipated.

According to the firm, global CTV advertising revenue is projected to grow from $44 billion in 2025 to $81 billion by 2030. Omdia also expects connected TV advertising to surpass traditional linear TV advertising during the 2030s, marking one of the largest structural changes in media economics since the rise of digital advertising.

At the center of that transition are three companies already dominant in adjacent digital ecosystems: Google, Amazon, and Netflix.

Omdia forecasts that by 2030, Google will command approximately 26% of global CTV advertising revenue, followed by Amazon at 13% and Netflix at 9%. Combined, the three companies are expected to capture half of the entire connected TV advertising market worldwide.

The findings reinforce how streaming video is evolving into a broader digital commerce and advertising infrastructure layer rather than simply an entertainment distribution channel.

“The battle for the living room is no longer only about streaming content,” said Maria Rua Aguete. She argued that platform ownership, advertising infrastructure, operating systems, and consumer data are becoming the defining strategic assets in modern television ecosystems.

That assessment reflects broader trends reshaping the advertising and media industries.

CTV advertising has emerged as one of the fastest-growing segments within digital marketing because it combines television-scale audience reach with the targeting, measurement, and programmatic capabilities traditionally associated with digital advertising platforms.

Unlike conventional broadcast TV, connected TV environments allow advertisers to leverage behavioral data, audience segmentation, retail purchase signals, and real-time optimization.

This convergence is particularly advantageous for companies already operating large-scale advertising and commerce ecosystems.

Google continues to dominate through YouTube and Android TV, both of which give the company extensive reach across connected households and advertising infrastructure. Amazon, meanwhile, is integrating Prime Video with its rapidly expanding retail media business, creating closed-loop advertising environments tied directly to e-commerce purchasing behavior.

Netflix represents a different strategic evolution.

Historically resistant to advertising, the streaming giant has aggressively expanded its ad-supported subscription tier in response to slowing subscriber growth and broader industry monetization pressures. The company’s growing advertising ambitions position it as both a premium content platform and an increasingly important participant in the global ad-tech ecosystem.

Research from Gartner suggests retail media and streaming video advertising are among the fastest-growing digital advertising categories globally, particularly as advertisers search for alternatives to cookie-dependent web targeting.

At the same time, McKinsey & Company has identified connected TV as a critical battleground for future advertising budgets because it blends brand advertising scale with digital-style performance measurement.

The implications for traditional broadcasters and television manufacturers are significant.

Omdia’s report suggests the future of television competition may increasingly revolve around operating systems, advertising layers, and commerce integration rather than content libraries alone.

That shift is already visible in Europe’s smart TV ecosystem.

The firm reports that VIDAA is emerging as Europe’s third-largest television operating system behind Android TV and Samsung Electronics’s Tizen platform.

Smart TV operating systems are becoming strategically valuable because they control content discovery, advertising placement, user data collection, and increasingly, commerce integration directly from the television interface.

“CTV companies are at risk of losing incredibly valued ground to these tech giants,” said David Tett. He warned that hardware-focused television companies may struggle to compete as device margins shrink and advertising ecosystems become more profitable than hardware sales themselves.

This reflects a broader platformization trend already visible across digital markets.

Technology companies are increasingly competing not just for audiences, but for ownership of the interfaces through which audiences discover, purchase, and interact with content and products.

Television is becoming another gateway into that ecosystem.

The convergence of retail media, streaming platforms, smart TV operating systems, and programmatic advertising suggests the future TV experience may look far more like an integrated commerce platform than a traditional broadcast environment.

For marketers, that evolution creates new opportunities around audience targeting, attribution, and interactive advertising formats.

For media companies, it raises more difficult questions about platform dependency and revenue ownership.

And for consumers, it signals that the battle for the living room is increasingly becoming a battle for data, advertising influence, and digital commerce control.

Market Landscape

Connected TV advertising is rapidly becoming one of the most strategically important segments in the global digital advertising market.

As streaming adoption accelerates and traditional linear television audiences decline, advertisers are shifting budgets toward platforms capable of delivering both television-scale reach and digital-style targeting capabilities.

The market is also seeing increased convergence between retail media, streaming services, ad-tech infrastructure, and smart TV operating systems. Companies with integrated ecosystems — including content platforms, commerce networks, advertising technology, and user identity systems — are gaining structural advantages.

At the same time, smart TV operating systems are evolving into critical control points for advertising distribution, audience data, and consumer engagement.

This is creating intensified competition among streaming platforms, TV manufacturers, operating system providers, and digital advertising companies seeking ownership of the connected household experience.

As the CTV market matures, control over the television interface itself may become as strategically important as ownership of premium streaming content.

Top Insights

• Omdia forecasts the global connected TV advertising market will grow from $44 billion in 2025 to $81 billion by 2030 as streaming and digital advertising converge.
• Google, Amazon, and Netflix are projected to control half of global CTV advertising revenue by the end of the decade through integrated platform ecosystems.
• Retail media, programmatic advertising, and smart TV operating systems are increasingly shaping the economics of modern television advertising markets.
• Smart TV operating systems are evolving into strategic commerce and advertising gateways that control audience discovery, targeting, and consumer data access.
• Traditional broadcasters and TV manufacturers face mounting pressure as advertising infrastructure becomes more valuable than hardware and content distribution alone.

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