ScreenMDM Extra takes a deep dive into the battle for dominance in the CTV era, exploring trends at leading TV OS platforms and AVOD services.

Online video subscriptions worldwide hit 2.24 billion in 2025, a 17.6 percent increase from 2024, Omdia says, but growth is expected to slow to single digits this year.

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 has released new projections on the global advertising sector, with social media set to rise at a compound annual growth rate (CAGR) of 12% over the next five years to reach $640 billion by the end of 2030.

V (formerly VIDAA), the smart TV OS powering Hisense, is projected to overtake LG's webOS in European shipments this year, according to Omdia.