Google, Amazon and Netflix tighten grip on CTV

May 21, 2026

Global connected TV advertising revenue is projected to rise from $44 billion in 2025 to $81 billion by 2030, according to research from Omdia. The firm expects connected TV advertising revenue to overtake traditional linear television advertising during the 2030s as streaming platforms, TV operating systems and advertising technology ecosystems continue to expand.

The report forecasts that Google, Amazon and Netflix will account for half of the global connected TV advertising market by 2030. Google is expected to hold a 26 percent share of the market, followed by Amazon at 13 percent and Netflix at 9 percent.

Streaming platforms intensify competition for TV audiences

The growth of connected TV advertising comes as media companies, retailers and technology firms compete to secure stronger positions in connected households. Amazon continues to expand its television advertising business through Prime Video and its retail media operations, while Netflix is growing its ad-supported subscription tier across international markets. Google maintains a leading position through YouTube’s connected TV reach and broader advertising infrastructure.

Omdia expects several factors to accelerate changes in television advertising over the next five years, including the expansion of ad-supported streaming services, the convergence of retail media and television advertising, and increasing use of programmatic and targeted advertising. The research firm also highlighted the growing importance of smart TV operating systems and platform ownership as companies compete for consumer attention.

TV operating systems gain strategic importance

The report also identified changes in the European TV operating system market. According to Omdia, VIDAA is expected to become Europe’s third-largest TV operating system this year behind Android TV and Tizen, overtaking several established competitors as manufacturers seek greater control over the smart TV experience.

Maria Rua Aguete, Head of Media & Entertainment, Omdia: “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.”

Connected TV becomes a commerce gateway

Maria Rua Aguete added that television is becoming a strategic gateway for digital advertising, retail media and commerce integration as technology companies compete to control the TV interface.

David Tett, Principal Analyst, Omdia: “CTV companies are at risk of losing incredibly valued ground to these tech giants and many cannot afford to do so as the hardware business becomes increasingly unprofitable. Strategies are needed to fight for their own advertising revenues in the new-look landscape and avoid ceding too much ground to players such as Google and Amazon.”

The findings reflect the continued convergence of television, commerce and digital advertising, with connected TV platforms becoming increasingly valuable positions within the media industry.