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Connected Television Advertising Set To Redefine Global Media By 2030

by THEFUTURE.TEAM

May 25, 2026

New research from market intelligence firm Omdia reveals that global connected television advertising revenue is poised to surge from $44 billion in 2025 to an impressive $81 billion by 2030. This dramatic increase signals a profound transformation in how viewers are reached and engaged by advertisers worldwide.

Shifting Dominance In Television Advertising

The analysis highlights a pivotal industry shift: connected television advertising is expected to completely eclipse traditional linear television advertising in the 2030s. The battle for the domestic living room is intensifying as leading corporations reposition themselves to capture 50% of the global market by decade’s end.

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Platform Leaders Shape The Future

Among the major players, Google is forecast to command a 26% share of the global connected TV advertising market, leveraging the vast reach of YouTube and its robust advertising ecosystem. Parallelly, retail giant Amazon is projected to secure 13% of the international market through the integration of its Prime Video platform with retail media. Streaming pioneer Netflix is anticipated to capture 9%, further solidifying its influence as it expands its ad-supported subscription tier.

Emerging Trends And The Road Ahead

Industry experts forecast several critical trends that will fuel this transformative period: significant expansion in ad-supported streaming services, strategic convergence between retail media and television advertising, and an increasing emphasis on programmatic, targeted advertising campaigns. Furthermore, the evolution of television operating systems and smart TV ecosystems is intensifying competition for consumer engagement and platform ownership.

European Market And Strategic Implications

In Europe, the television operating system landscape is rapidly evolving. The research indicates that VIDAA is emerging as the region’s third-largest operating system, trailing only behind Android TV and Tizen. This development underscores a broader trend where hardware manufacturers seek greater control over the smart TV user experience.

Insight From Industry Leaders

Omdia’s Head of Media and Entertainment, Maria Rua Aguete, commented, “The battle for the living room is no longer only about streaming content. It is increasingly about controlling the platform, the advertising layer, the operating system, the data and ultimately the consumer relationship.” Principal Analyst David Tett added, “Connected television companies are at risk of losing incredibly valuable ground to tech giants. Strategies are needed to safeguard advertising revenues while competing against players such as Google and Amazon.”

Convergence Of Television And Digital Commerce

The research reinforces that television is rapidly evolving into a unified ecosystem where digital advertising, retail media, and direct commerce integration are interwoven. This synergy makes the connected television landscape one of the most strategically valuable battlegrounds in the global media arena.

As advertisers and media companies navigate this dynamic environment, the emphasis on robust digital strategies and platform control will be decisive in defining success in the connected television era.

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Keve Welcomes New Cyprus Business Development Organisation

The Cyprus Chamber of Commerce and Industry (Keve) has welcomed Parliament’s unanimous approval of legislation establishing the Cyprus Business Development Organisation, describing it as a major step toward improving access to finance for small and medium-sized enterprises, startups and self-employed professionals.

Expanding Access To Finance

The legislation creates a new public body aimed at addressing financing gaps by supporting businesses that struggle to secure funding through traditional channels.

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According to Keve, the initiative could strengthen entrepreneurship, boost competitiveness and support Cyprus’ green and digital transition. The chamber has long argued that SMEs rely too heavily on bank financing, limiting investment, expansion and innovation.

Keve Calls For Swift Implementation

Keve said it helped shape the legislation through the consultation process and called for the organisation to become operational as quickly as possible. It also pledged to continue working with the Finance Ministry and the organisation’s management to support implementation.

How The Organisation Will Operate

Approved by Parliament on Tuesday, the legislation establishes Cyprus’ national business development body under the supervision of the Finance Minister, while the Central Bank of Cyprus will oversee anti-money laundering compliance.

The organisation will design financing programmes, provide loans and conduct studies to identify weaknesses in the financing market.

Cyprus will provide €60 million in initial capital. Over time, the body will also be able to raise funding from European and international institutions and benefit from state guarantees linked to approved strategic priorities.

Recovery Plan Milestone

Creation of the organisation is one of the final milestones under Cyprus’ Recovery and Resilience Plan and is required for the country to receive the plan’s ninth and final payment. Appointment of the board of directors remains the last outstanding step.

Before approving the bill, the Finance Ministry revised the draft following consultations with MPs and stakeholders. The changes removed provisions allowing the organisation to establish companies and narrowed the list of eligible beneficiaries by excluding small mid-cap companies.

Lawmakers also strengthened governance rules by introducing stricter board suitability requirements, conflict-of-interest safeguards, enhanced reporting obligations and borrowing limits. A seven-member board appointed by the Cabinet will oversee the organisation, while a transitional board will serve for two years until it becomes fully operational.