News – The Future of TV: Global Series
Amazon, Netflix and Google will control half of the $81bn global connected TV advertising market by 2030, according to research from analyst firm Omdia.
The analyst firm includes anything on YouTube that is played on a television set within its definition of CTV, which gives Google a 26% share of the market by 2030.
Amazon will account for 13% and Netflix for 9%, according to the forecast.
Amazon includes Prime Video (which now includes what was once Freevee), Amazon Fire TV Channels, and ads Amazon sells as part of its Fire TV business (either UI ads or where it takes an inventory share from ad-supported services distributed through the OS).
“The global fight to own the living room is entering a new phase,” an Omdia spokesperson declared.
“Our findings highlight how the centre of power in television is rapidly shifting away from traditional broadcasting towards streaming platforms, TV operating systems and advertising ecosystems.”
Global CTV advertising revenues were $44bn in 2025, according to Omdia.
Amazon is leveraging retail media
“Amazon is leveraging Prime Video and retail media integration to expand its TV advertising footprint, while Netflix continues to scale its advertising business globally through its ad-supported tier.
“Google remains dominant through YouTube’s massive connected TV reach and broader advertising infrastructure.”
Omdia says television, commerce, and digital advertising are converging into a single ecosystem, placing greater importance on who controls the living room.
“Media companies, streamers, retailers and technology giants are racing to secure premium positioning in connected households,” it says.
Maria Rua Aguete, senior research director at Omdia, observes: “Whoever owns the TV operating system increasingly controls advertising, discovery and monetisation.”
According to Omdia, “The operating system is becoming as important as the content itself. The battle for the living room is no longer only about streaming content.
“It is increasingly about controlling the platform, the advertising layer, the operating system, the data and ultimately the consumer relationship.”
She noted that tech companies are increasingly competing to control the TV interface.
The research firm lists Android TV and Tizen (from Samsung) as the two largest smart TV operating systems in Europe, with VIDAA set to become the third largest this year.
Omdia is using a broad definition of CTV in its research. If video podcasts are being monetised through video ads on the TV screen, these would be included.
Games would be included (although that is a very small number, Omdia notes). Mobile casting is also included in the CTV definition.
