New Omdia research projects global connected TV ad revenue to nearly double to 81 billion dollars by 2030, with Google, Amazon and Netflix set to capture half of it. The money is moving to streaming fast, and the leverage is concentrating in a handful of giants. Plan for both.
The channel is getting bigger and the gatekeepers fewer. Reach goes up. Your room to negotiate goes down.
The television money is moving, and fast. New research from Omdia projects global connected TV advertising revenue to grow from 44 billion dollars in 2025 to 81 billion by 2030. Connected TV is on track to overtake traditional linear advertising during the 2030s.
The growth comes with concentration. Google is projected to account for 26% of global connected TV ad revenue by 2030, Amazon 13% and Netflix 9%. Three companies, half the market. Underneath the headline, the buying behaviour is already shifting. Ad buying through smart TV operating systems jumped from a quarter of marketers in 2025 to more than half in 2026, and more than half of marketers say they intend to increase streaming and connected TV investment.
Two things are happening at once. The channel is getting bigger and the gatekeepers are getting fewer. That is a good environment for reaching audiences and a difficult one for negotiating terms.
Why it matters
For Australian advertisers, connected TV is becoming a serious performance and brand channel rather than an experiment. The audiences are there, increasingly with shoppable and interactive formats and tight links to retail media data. The cost is concentration. The more a few platforms control the inventory, the harder it is to argue on price, measurement and transparency.
This is the same lesson search and social already taught. Channels that start open tend to consolidate, and the businesses that move early get reach before the pricing power fully shifts to the platform.
Projected global connected TV ad revenue by 2030, up from 44 billion in 2025. Source: Omdia, 2026.
What to do about it
Treat connected TV as a measurable channel, not untouchable brand spend. Ask for response data, not just reach.
Test now while pricing is still competitive. Early movers get reach before the platforms fully consolidate their pricing power.
Do not over-concentrate. Spreading spend across more than one streaming gatekeeper preserves your negotiating room and protects you from a single platform's terms.
Connect it to your own data. The value of connected TV climbs sharply when it is tied to your real purchase and customer information.
The audience is moving to streaming. Get there with your eyes open about who controls the room.