Industry

According to recent findings presented by Maria Rua Aguete, Senior Research Director at Omdia, during the FED Show in Madrid, the combined global revenues for traditional TV and online video are on track to surpass $1 trillion by 2030. This growth signifies a major structural evolution within the media and entertainment landscape.

Omdia predicts that total industry revenues will climb from $775 billion in 2025 to $1.03 trillion by the end of the decade. This upward trajectory is primarily fueled by digital formats, with online video advertising emerging as the dominant factor. This specific sector is expected to grow from $309 billion in 2025 to $540 billion in 2030, eventually representing 53% of the total market revenue.

Social video giants like YouTube, TikTok, and Meta are set to be the primary engines behind this shift. These platforms are estimated to generate nearly $400 billion in streaming advertising revenue by 2030. This trend underscores a transition toward short-form, mobile-first content and personalized experiences driven by creator ecosystems and discovery algorithms.

While the online video subscription and transaction segment will continue to grow—rising from $174 billion in 2025 to $216 billion in 2030—the market is entering a mature stage with slower expansion compared to ad-supported models.

Conversely, traditional sectors are facing a steady decline. Linear TV advertising is forecast to drop from $123 billion in 2025 to $113 billion by 2030, while Pay TV revenues are expected to slip from $169 billion to $159 billion as audiences continue to migrate toward digital alternatives.

“The industry is undergoing a profound transformation,” said Maria Rua Aguete. “Social video advertising is becoming the dominant force, reshaping how content is consumed and monetized. Meanwhile, traditional models such as linear TV and pay TV are in structural decline.”

Omdia’s latest analysis highlights that as the sector nears the $1 trillion mark, the balance of power is decisively moving toward digital platforms, with social-led advertising positioned at the heart of future industry growth.