Google, Amazon, and Netflix projected to control half of $81B CTV ad market by 2030, Omdia reports

New research released by analyst firm Omdia indicates that Google, Amazon, and Netflix will collectively secure 50% of the global connected TV (CTV) advertising market by 2030. The findings, presented at the RetailX event in London, outline a structural shift in television infrastructure away from traditional broadcasting entities toward digital platforms, operating systems, and automated advertising networks.

Omdia forecasts show that global CTV advertising revenue is on track to increase from $44 billion in 2025 to $81 billion by 2030. According to the firm's projections, CTV ad revenues will exceed traditional linear television advertising expenditures during the 2030s.

By the year 2030, the market share distribution for global CTV advertising revenue is projected as follows:

Google: 26%

Amazon: 13%

Netflix: 9%

Platform Control and Consumer Relationships
'The battle for the living room is no longer only about streaming content', stated Maria Rua Aguete, Senior Research Director at Omdia. 'It is increasingly about controlling the platform, the advertising layer, the operating system, the data, and ultimately the consumer relationship'.

Rua Aguete explained that the television interface now functions as a gateway for digital advertising, retail media, and direct commerce integration, prompting technology companies to focus on controlling the physical smart TV interface.

Shifting TV Operating System Market in Europe
The Omdia data also points to adjustments within the European smart TV operating system sector. In 2026, VIDAA is projected to become the third-largest TV operating system in Europe, trailing only Android TV and Tizen. This movement reflects an effort by television manufacturers to secure independent ownership of the smart TV consumer experience.

'Who owns the TV operating system increasingly controls advertising, discovery, and monetization',  Rua Aguete added. 'The operating system is becoming as important as the content itself'

Corporate Strategies and Industry Headwinds
The consolidation of the CTV market is driven by specific corporate initiatives across the three leading entities. Amazon is combining Prime Video viewership with its established retail media network. Netflix continues to expand its global scale via its ad-supported subscription tier, while Google maintains market share through the connected TV footprint of YouTube and its existing programmatic ad infrastructure.

Omdia identifies five operational trends expected to influence the television advertising sector through 2030:

Expansion of ad-supported streaming business models.

Convergence of retail media networks with television advertising inventory.

Increased adoption of programmatic and targeted television advertising formats.

Rising strategic importance of proprietary TV operating systems and smart TV ecosystems.

Heightened competition regarding platform ownership and consumer screen time.

 

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