Industry

The battle to dominate the "living room" is accelerating, with Google, Amazon and Netflix set to capture half of the global connected TV advertising market by 2030, according to new forecasts presented by Omdia during RetailX in London.

The research underscores a profound transformation in the television business, as power continues to shift from traditional broadcasters toward streaming platforms, smart TV operating systems and digital advertising ecosystems.Omdia estimates that global connected TV (CTV) advertising revenues will nearly double over the next five years, rising from $44BN in 2025 to $81BN by 2030. The analyst firm also predicts that CTV advertising will overtake traditional linear TV ad revenues during the next decade.By 2030, Google is expected to hold a 26% share of the global CTV advertising market, followed by Amazon with 13% and Netflix with 9%. Combined, the three companies are forecast to control 50% of worldwide CTV advertising revenues, reshaping the competitive landscape of television and streaming.

By the end of the decade:

Google is projected to command 26% of global CTV advertising revenu

Amazon will account for 13%

Netflix will represent 9%

Combined, the three companies are expected to control 50% of the worldwide CTV advertising market.

“The battle for the living room is no longer only about streaming content,” said Maria Rua Aguete during her presentation at RetailX London. “It is increasingly about controlling the platform, the advertising layer, the operating system, the data and ultimately the consumer relationship.”Rua Aguete explained that television is rapidly becoming one of the most strategic gateways for digital advertising, retail media and commerce integration, with technology companies increasingly competing to control the TV interface itself.

Omdia also revealed that the European TV operating system market is evolving quickly. According to the firm, VIDAA is set to become Europe’s third-largest TV operating system this year, behind Android TV and Tizen, overtaking several established competitors as manufacturers seek greater ownership of the smart TV experience.The rise of VIDAA further demonstrates how smart TV operating systems are becoming critical strategic assets in the streaming era, serving as the gateway for content discovery, advertising monetization and audience engagement.

“Who owns the TV operating system increasingly controls advertising, discovery and monetization,” added Rua Aguete. “The operating system is becoming as important as the content itself.”

The shift comes as media companies, streaming platforms, retailers and technology giants intensify competition for premium positioning inside connected households. Amazon is leveraging Prime Video together with its retail media ecosystem to strengthen its TV advertising business, while Netflix continues expanding its global advertising operations through its ad-supported tier. Google remains dominant thanks to YouTube’s massive connected TV reach and its broader advertising infrastructure.

Omdia expects several key trends to accelerate the transformation of television advertising over the next five years:

Expansion of ad-supported streaming services

Convergence of retail media and television advertising

Growth of programmatic and targeted TV advertising

Increasing importance of TV operating systems and smart TV ecosystems

Intensifying competition for consumer attention and platform ownership

The findings reinforce how television, commerce and digital advertising are converging into a single ecosystem — and why control of the living room is becoming one of the most valuable strategic positions in the global media business