The CTV advertising sector will be worth $81 billion by 2030, Omdia projects, surging from last year’s $44 billion, with Google, Amazon, and Netflix expected to capture half of that market.
Omdia also projects that CTV advertising will surpass traditional linear TV advertising during the 2030s, with the center of power shifting clearly away from traditional broadcasting to streaming, TV OS players, and advertising ecosystems. By 2030, Google will snare a 26% share of CTV ad revenues globally, driven by YouTube’s dominance on the living room television, with Amazon at 13% and Netflix at 9%.
The factors driving the CTV ad market include the expansion of ad-supported tiers on streamers, the convergence of retail media and TV advertising, gains in programmatic and targeted TV advertising, the expanding role of TV OS platforms and smart TV ecosystems, and the rapidly intensifying battle for consumer attention and platform ownership.
“The battle for the living room is no longer only about streaming content,” said Maria Rua Aguete, head of media and entertainment at Omdia. “It is increasingly about controlling the platform, the advertising layer, the operating system, the data and ultimately the consumer relationship.”
Tech companies are increasingly competing to control the TV interface itself, Omdia notes, as CTV becomes a key gateway for digital advertising, retail media, and commerce integration.
“CTV companies are at risk of losing incredibly valuable ground to these tech giants, and many cannot afford to do so as the hardware business becomes increasingly unprofitable,” added David Tett, principal analyst at Omdia. “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.”
