Digital Giants to Dominate Connected TV Advertising by 2030

Legacy TV network-focused companies are bracing themselves for increased competition in the connected TV (CTV) market. According to Omdia, a London-based research/advisory company, Google's YouTube and Amazon's Prime Video will dominate CTV advertising by 2030.

The estimated global CTV-based advertising revenue will nearly double to $81 billion by 2030 from $44 billion in 2025. Specifically, Google and its rising YouTube streaming platform will command a 26% share, while Amazon is expected to hold around 13%, and Netflix around 9%. These three big digital companies will account for half of global CTV advertising.

Omdia notes that the battle for the living room has shifted from only streaming content to controlling platforms, advertising layers, operating systems, data, and consumer relationships. Legacy media companies may struggle to compete with the strong connections between digital-first companies and their consumers.