Amazon, Netflix & Google to Capture Half of $81B CTV Ad Market

Amazon, Netflix and Google are set to control roughly 50% of the projected $81 billion global connected‑TV (CTV) advertising market by 2030, according to Omdia’s latest research.

The Power Shift in Living‑Room Advertising

Omdia’s forecast shows CTV ad spend climbing from $44 billion in 2025 to $81 billion in 2030, overtaking linear TV in the 2030s. The study attributes the surge to the convergence of streaming services, TV operating systems and retail‑media ecosystems.

Why the Forecast Matters

The report highlights three tech giants that will dominate the landscape: Google (26% share), Amazon (13%) and Netflix (9%). Together they will command half of all CTV ad revenue by the end of the decade. For enterprise marketers, the implication is clear—budget allocations must follow the audience, not the channel.

Competitive Implications for Enterprise Marketers

Google’s advantage stems from YouTube’s massive CTV footprint and its programmatic infrastructure. Amazon leverages Prime Video’s integration with its retail‑media platform, allowing advertisers to blend product‑level insights with video impressions. Netflix, still early in its ad‑supported tier, is scaling quickly, using first‑party viewing data to sell targeted inventory.

Technology Stack Behind the Dominance

All three firms rely on a blend of first‑party data, AI‑driven creative optimization, and cross‑device identity resolution. Google’s Unified ID 2.0, Amazon’s Shopping Graph, and Netflix’s proprietary recommendation engine each provide granular audience signals that traditional broadcasters can’t match.

Emerging Trends Accelerating Growth

Ad‑Supported Streaming – More OTT services are launching free tiers, expanding the pool of addressable impressions.

Retail‑Media Convergence – Brands can now purchase video spots that directly link to product pages, tightening the conversion loop.

Programmatic TV – Automated buying is reducing transaction costs and enabling real‑time audience targeting.

Smart‑TV OS Maturation – Europe’s VIDAA has risen to the third‑largest TV operating system, signaling that OS control is becoming a strategic asset.

What It Means for the Industry

The shift redefines “the living room” from a content consumption space to a data‑rich commerce hub. Companies that own the OS or the ad layer can dictate pricing, data access, and measurement standards. Enterprises that fail to integrate with these ecosystems risk losing both reach and attribution clarity.

Comparative Landscape

While Google, Amazon and Netflix dominate, legacy players such as Roku, Samsung Tizen and Apple TV+ are still vying for relevance through bundled ad solutions and proprietary measurement tools. However, their combined market share remains under 30%, suggesting a steep uphill battle against the Omdia‑identified leaders.

Strategic Recommendations for Marketers

Adopt a CTV‑First Media Plan – Shift a portion of linear TV budgets to programmatic CTV to capture the growing audience.

Leverage First‑Party Data – Integrate CRM and DMP insights with platform‑specific IDs to improve targeting accuracy.

Creative Automation – Use AI‑driven dynamic creative to personalize video ads at scale across devices.

Market Landscape

The CTV market is entering a consolidation phase, with advertising dollars gravitating toward platforms that can combine inventory, data and measurement. According to Gartner, 70% of ad spend will be programmatic by 2025, and Forrester predicts a 25% YoY increase in CTV ad spend through 2028. IDC estimates that retail‑media spend on CTV will grow to $12 billion by 2027, driven by Amazon’s expanding commerce‑video integration.

Half‑Market Capture: Google, Amazon and Netflix together will own 50% of the $81 billion CTV ad market by 2030, reshaping media buying strategies.

OS as a Gatekeeper: VIDAA’s rise to Europe’s third‑largest TV OS underscores the strategic value of platform control for ad delivery.

Retail‑Media Fusion: Amazon’s seamless link between video impressions and product listings accelerates the conversion funnel, setting a new industry benchmark.