Global connected TV advertising revenue will grow from $44B in 2025 to $81B by 2030, with CTV ad revenues expected to surpass traditional linear TV advertising during the 2030s, according to new research from Omdia. Google is forecast to command 26% of global CTV advertising revenue by 2030, with Amazon at 13% and Netflix at 9%, giving the three companies a combined 50% market share as the battle for “the living room” shifts away from traditional broadcasting toward streaming platforms, TV operating systems, and advertising ecosystems. Omdia also noted that the European TV operating system landscape is shifting rapidly, with VIDAA becoming Europe's third-largest TV operating system this year after Android TV and Tizen.
