Breaking news

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.

Follow THE FUTURE on LinkedIn, Facebook, Instagram, X and Telegram

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.

The Future Forbes Realty Global Properties

Cyprus Expects More French Visitors In 2027 As Air Capacity Expands

by THEFUTURE.TEAM

September 18, 2026

Cyprus expects more French visitors in 2027 as airlines increase capacity between the two countries, Tourism Deputy Minister Kostas Koumis said after meetings with tour operators in Paris.

France, one of Cyprus’ key tourism markets, has had a difficult 2026. French arrivals fell 46% year over year to 8,453 in August, from 15,663 a year earlier, according to the Statistical Service of Cyprus (Cystat). August arrivals were also nearly 50% below the 16,798 recorded in the same month of 2024.

Follow THE FUTURE on LinkedIn, Facebook, Instagram, X and Telegram

Overall, Cyprus received 2.82 million tourist arrivals between January and August, down 7% from the same period in 2025.

Air Connectivity Supports 2027 Outlook

Koumis discussed the 2027 outlook with senior executives from tour operators offering Cyprus holidays during the IFTM Top Resa travel trade fair in Paris.

Higher air capacity between France and Cyprus was a key focus of the talks. Participants also discussed the impact of geopolitical tensions in the Middle East on the French market and Cyprus’ efforts to adapt its tourism offering to French travelers.

“The French market is undoubtedly an extremely important market for our country’s tourism,” Koumis said, adding that France had regained importance only a few years ago and still had room to grow.

Improved air connectivity will be an important factor in that expansion, according to Koumis. “It is now clear that air connectivity between France and Cyprus is improving significantly, which is a basic prerequisite for the further growth of the market,” he said.

Cyprus Promotes Tourism And Regional Cooperation

Koumis attended the opening of IFTM Top Resa at the invitation of French Tourism Minister Serge Papin, who later visited the Cyprus stand. Held from Sept. 15 to 17 at Paris Porte de Versailles, the event brought together more than 32,000 tourism professionals representing 177 destinations and 1,650 brands, according to organizers.

During his visit, Koumis also met Egyptian Tourism Minister Sherif Fathy. Cyprus and Egypt reaffirmed their tourism cooperation and discussed opportunities to strengthen ties further.

French media interviews covered Cyprus’ tourism offering, infrastructure and services, along with efforts to develop specialized tourism products. Regional instability weighed on arrivals in 2026, particularly during the spring, although the decline narrowed over the summer.