Observed Signal · May 19, 2026 · Market Forecast · Source: https://martechseries.com/feed/ · Impact: 4/5 · Sentiment: Positive
Omdia: Google, Amazon, Netflix to Capture Half of CTV
Omdia research forecasts global connected TV (CTV) advertising revenue will grow from $44 billion in 2025 to $81 billion by 2030. The analyst house projects Google will hold about 26% of CTV ad revenue by 2030, Amazon 13% and Netflix 9%, meaning those three companies will together capture roughly 50% of the global CTV ad market. Omdia highlights trends accelerating the shift — expansion of ad-supported streaming, retail-media and TV-ad convergence, growth in programmatic/targeted TV advertising, and the growing strategic importance of TV operating systems and smart TV ecosystems. The report also notes VIDAA is becoming Europe’s third-largest TV operating system behind Android TV and Tizen. Omdia analysts warn broadcasters and CTV companies risk losing ad revenue and platform control to large tech and retail platforms.
Significant market forecast showing rapid CTV ad growth and major platform concentration (Google, Amazon, Netflix) that will materially affect media owners, programmatic supply, retail-media strategies and smart-TV ecosystems.
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Key Takeaways & Evidence Grounding
- Omdia forecasts global CTV advertising revenue will increase from $44 billion in 2025 to $81 billion by 2030.
- Omdia projects Google will command ~26% of global CTV ad revenue in 2030, Amazon ~13%, and Netflix ~9%.
- Combined, Google, Amazon and Netflix are expected to capture about 50% of the global CTV advertising market by 2030.
- Omdia identifies trends driving CTV growth: expansion of ad-supported streaming, retail media convergence, programmatic/targeted TV advertising growth, and the rising strategic role of TV operating systems; VIDAA is cited as Europe's third-largest TV OS after Android TV and Tizen.
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Related Market Signals & Shifts
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Omdia Forecasts Google TV Market Share Drop in Europe
Omdia research forecasts that independent TV operating systems — notably VIDAA, Titan OS and TiVo — will gain share in the European connected-TV (CTV) OS market, rising to 28% by 2030 (from 21% in 2025). Over the same period Google TV’s share is projected to fall to 26% in 2030 from 32% in 2025. Omdia attributes the shift to TV manufacturers prioritising advertising and data revenue — via home‑screen ads, FAST channels and revenue‑sharing models — as hardware margins tighten. The report also notes technical advantages (leaner Linux‑based architectures) and greater manufacturer control of UX and viewer data as drivers. Titan and TiVo have formed a strategic monetisation partnership in Europe to combine ad reach and make revenue-sharing models more attractive to TV brands.
Walmart, Amazon to Control Nearly Half of TV OS Market
A new Omdia forecast, reported by State of Streaming, projects retailers will control nearly half of the North American TV operating system market by 2029 as retailers prioritize e-commerce and advertising over hardware margins. Walmart’s acquisition of Vizio is accelerating its CastOS footprint—projected to reach almost 15 million units—while Amazon’s Fire TV is forecast at nearly 9 million units. Together they could command roughly 24 million units in an estimated 50 million-unit TV OS market. CES 2026 showcased the trend toward commerce-first TVs: Hisense is rebranding VIDAA to “V Home OS” with Microsoft Copilot AI integration, and Google is embedding Gemini AI into Google TV to enable interactive, shoppable video experiences and conversational shopping paths.
Omdia: Streaming Ads Drive $1 Trillion Video Market
Omdia forecasts the global television and video market will reach $1 trillion in annual revenue by 2030, driven largely by growth in online streaming advertising. The research projects global streaming revenue of about $215 billion in 2025, with ad-supported services accounting for over $42 billion, and predicts online video advertising will represent roughly 52% of total video revenue by 2030. Omdia highlights a shift to hybrid monetization models (subscription + ads) as subscription growth slows and ad revenue becomes the primary engine for the industry. The report estimates the five largest U.S. streamers will generate more than $24 billion in ad revenue by 2030. The analysis also notes AI and hyperscale cloud providers as critical infrastructure enabling the advertising expansion.
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