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Connected Television Advertising Set To Redefine Global Media By 2030

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.

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.

Europe’s Deadly Summer Heat Exposed The Cost Of A Warming Continent

Europe experienced its deadliest summer for heat-related deaths on record in 2026, with an estimated 24,400 excess deaths linked to extreme temperatures across 30 countries. Researchers estimate that human-induced climate change was responsible for around 32,000 of the deaths attributed to heat in the study’s broader analysis, accounting for 65% of the total.

The findings highlight the growing public-health consequences of global warming, largely driven by fossil fuel use, as extreme heat becomes more frequent and severe.

A Summer Of Dangerous Heat

Between June and August, heatwaves pushed temperatures in Western Europe to an average of 2.9°C above the 1991–2020 norm, with some days reaching 12°C above average. Nearly a third of estimated heat-related deaths occurred during a particularly intense heatwave between 17 June and 1 July.

“These numbers are a stark reminder that our hotter, more extreme summers are having an increasingly severe impact on public health,” said Dr Clair Barnes, a researcher at Imperial College London and co-author of the study.

The estimated toll exceeded previous peaks of around 29,000 deaths in summer 2022 and 28,000 in 2003 across the region studied.

How Researchers Estimated The Toll

Researchers modelled the relationship between temperature and mortality across 854 urban areas in the EU, UK, Norway and Switzerland, covering around 40% of the population in the 30 countries studied.

The analysis incorporated temperature records, age, socioeconomic conditions, environmental factors and access to healthcare. By comparing actual temperatures with those expected without human-induced warming, the team estimated the additional deaths attributable to climate change.

Final official mortality figures for summer 2026 are not yet available in many countries, and heat-related deaths are often underreported because their effects can be difficult to identify directly.

Older People Face The Greatest Risk

People aged 85 and over accounted for roughly half of the estimated deaths. However, the impact extended across age groups, with around 800 excess deaths among adults aged 20–44 and approximately 6,000 among people under 65.

Southern Europe experienced the highest mortality burden, reflecting hotter temperatures and other vulnerabilities, including air pollution, limited green space and unequal access to healthcare and heat-alert systems.

Italy, France And Spain Record Highest Toll

Italy recorded an estimated 13,303 heat-related excess deaths, followed by France with 7,268 and Spain with 6,824. Germany recorded around 6,340, while the UK saw an estimated 4,354 deaths.

In the UK, the heat also placed significant pressure on healthcare services. Andrew Hartle, Professor of Practice of Anaesthesia at Imperial College Healthcare, said demand during the summer resembled that of a severe winter virus season.

Cities Urged To Strengthen Heat Protection

Researchers say cities can reduce the risks through climate shelters, external shading and building retrofits, alongside measures to help residents avoid exposure during the hottest hours. Checking on vulnerable people, staying hydrated and following heat alerts are also important.

The researchers stress that adaptation must go hand in hand with reducing fossil fuel use to limit further warming. The findings underline that extreme heat is already a major public-health threat across Europe, with thousands of lives at risk each summer.

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