Omdia: CTV ad market to reach $81bn by 2030
May 19, 2026 12.43 Europe/London By Julian Clover


Global connected TV advertising revenue will almost double from $44 billion (€40.5 billion) in 2025 to $81 billion (€74.5 billion) by 2030, according to new research from Omdia.

The analyst firm says CTV advertising revenues are expected to overtake traditional linear TV advertising during the 2030s.

Omdia forecasts Google, Amazon and Netflix will together account for half of global CTV ad revenues by 2030. Google is expected to lead with 26%, followed by Amazon on 13% and Netflix on 9%.

“The battle for the living room is no longer only about streaming content,” said Maria Rua Aguete, Head of Media & Entertainment at Omdia. “It is increasingly about controlling the platform, the advertising layer, the operating system, the data and ultimately the consumer relationship.”

Omdia said growth will be driven by ad-supported streaming, the convergence of retail media and TV advertising, programmatic TV, and the increasing importance of smart TV operating systems.

The firm also said VIDAA is becoming Europe’s third-largest TV operating system this year, behind Android TV and Samsung’s Tizen.

David Tett, Principal Analyst at Omdia, warned that connected TV companies risk losing valuable ground to technology giants as hardware becomes increasingly unprofitable.

“Strategies 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,” he said.