Omdia: Google, Amazon and Netflix to control half of CTV ad market by 2030
May 15, 2026 13.09 Europe/London By Julian Clover


Google, Amazon and Netflix are forecast to control half of the global connected TV advertising market by 2030, according to new research from Omdia.

The research group says global CTV advertising revenue will grow from $44 billion (€40.5 billion) in 2025 to $81 billion (€74.5 billion) by 2030, with connected TV advertising expected to overtake traditional linear TV advertising during the 2030s.

By the end of the decade, Omdia forecasts Google will hold 26% of global CTV advertising revenue, Amazon 13% and Netflix 9%.

“The battle for the living room is no longer only about streaming content,” said Maria Rua Aguete, senior research director at Omdia, speaking at RetailX London. “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, with technology companies competing to control the TV interface itself.

“Who owns the TV operating system increasingly controls advertising, discovery and monetization,” she added. “The operating system is becoming as important as the content itself.”

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

The shift reflects the growing importance of smart TV operating systems as the front door for content discovery, advertising monetisation and viewer engagement.

Amazon is using Prime Video and retail media integration to expand its TV advertising business, while Netflix continues to scale its ad-supported tier internationally. Google remains dominant through YouTube’s connected TV reach and wider advertising infrastructure.