The news: Netflix, Amazon, and Google (via YouTube) will account for about half of the global CTV ad market by 2030, per Omdia research shared with EMARKETER.

Omdia estimates that Netflix will control 9% of CTV ad revenues, while Amazon will account for 13% and Google will lead with 26%. Overall CTV ad revenues will increase from $44 billion in 2025 to $81 billion by 2030.

EMARKETER numbers: Our forecasts point to a similar trajectory.

In 2028, Amazon, YouTube, and Netflix will be three of the four biggest CTV companies by US ad revenues alongside Roku.

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Google, Amazon, and Netflix will command nearly 50% of the CTV ad market by 2030

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