Amazon, Netflix and Google to Capture Half of CTV Ad Market by 2030

Why It Matters

Tech‑giant dominance reshapes where advertisers allocate spend, forcing legacy media to compete for inventory and data while unlocking new revenue streams for brands on connected‑TV platforms.

Key Takeaways

• CTV ad spend projected to nearly double to $81 billion by 2030
• Google, Amazon, Netflix will control 50% of global CTV ads
• Google leads with 26% share; Amazon 13%, Netflix 9%
• Retail‑media integration drives Amazon’s growth on Prime Video
• Europe’s VIDAA OS climbs to third‑largest smart‑TV platform

Pulse Analysis

The connected‑TV market is entering a rapid expansion phase, with Omdia projecting ad revenues to jump from $44 billion today to $81 billion by 2030. This growth is driven by higher household penetration of smart‑TVs, the proliferation of ad‑supported streaming tiers, and advertisers’ appetite for the granular targeting that CTV offers compared with linear TV. As households spend more time on streaming interfaces, the advertising layer becomes a critical revenue engine, positioning CTV as the next frontier for digital spend.

Google, Amazon and Netflix are emerging as the dominant gatekeepers of that ecosystem. Google’s YouTube TV and broader ad infrastructure give it a 26% share, while Amazon leverages Prime Video’s integration with its retail‑media business to claim 13%, and Netflix’s ad‑supported tier adds another 9%. Controlling the platform means owning the operating system, first‑party data and the consumer relationship, which translates into higher CPMs and more sophisticated programmatic capabilities. Retail brands, in particular, are capitalizing on Amazon’s ability to blend product listings with video ads, blurring the line between entertainment and commerce.

For traditional broadcasters and smaller CTV players, the outlook is a call to action. They must invest in proprietary ad tech, negotiate data‑sharing agreements, and explore partnerships that can rival the scale of the tech giants. In Europe, the rise of VIDAA as the third‑largest TV OS illustrates how regional platforms can still capture niche audiences and offer alternative inventory. Ultimately, the battle for the living room will hinge on who can deliver seamless, data‑rich ad experiences while maintaining consumer trust, making strategic platform ownership a decisive factor for the next decade.