Observed Signal · Nov 30, 2025 · Market Research · Source: State of Streaming · Impact: 4/5 · Sentiment: Positive
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.
A major industry forecast showing ad-supported streaming becoming the dominant revenue driver affects CTV inventory, monetization strategies, adtech investment and measurement priorities across the streaming ecosystem.
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Key Takeaways & Evidence Grounding
- Omdia projects the global television and video market will reach $1 trillion in annual revenue by 2030.
- Omdia forecasts global streaming revenue of nearly $215 billion in 2025, with ad-supported services generating over $42 billion that year.
- Omdia expects online video advertising to account for about 52% of all video revenue by 2030.
- Ad revenue from the five largest U.S. streamers (Netflix, Prime Video, Disney+/Hulu, HBO Max, Paramount+) is projected to exceed $24 billion by 2030, rising from 13% of their combined revenue in 2025 to 20% in 2030.
- Omdia identifies AI and hyperscale cloud providers as critical infrastructure powering streaming advertising growth.
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Omdia: Online Video and TV Revenues to Top $1 Trillion by 2030
Omdia presented a forecast at the FED Show in Madrid projecting global traditional TV and online video revenues will rise from $775 billion in 2025 to $1.03 trillion in 2030. Growth is expected to be driven primarily by digital formats, especially online video advertising, which Omdia forecasts will grow from $309 billion in 2025 to $540 billion in 2030. Social video platforms — cited examples include Meta, TikTok and YouTube — are projected to generate roughly $400 billion of streaming advertising revenue by 2030. The analysis shows subscription and transaction revenues will grow more modestly (from $174 billion to $216 billion), while linear TV advertising and pay TV revenues are forecast to decline, reflecting an industry shift toward mobile-first, short-form and creator-driven video experiences.
Video Revenues to Top $1 Trillion by 2030
Samsung Ads has launched TotalView, a cross‑platform reach solution that consolidates audience measurement across linear TV and streaming within Samsung's Smart TV ecosystem. Building on prior industry mentions, TotalView uses data from about 70 million Samsung Smart TVs in Europe to support the full campaign lifecycle: planning (identify untapped audiences and reduce overlap), campaign execution (manage incremental reach) and reporting (ad contacts, campaign performance, and actual viewing behavior). Samsung positions its Smart‑TV usage data as a unique bridge between linear and digital video, addressing audience fragmentation as streaming grows and linear viewing declines. The company did not disclose technical integration details or how TotalView's metrics will compare with existing market standards, leaving questions about cross‑system compatibility and benchmarking unresolved.
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.
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