Google, Amazon and Netflix Will Control Half of CTV Ad Market by 2030

The television set in every living room is no longer just a screen. It is a battleground. And three tech companies are winning it decisively.

New research from Omdia, published in May 2026, shows that Google, Amazon and Netflix are on track to control exactly half of the global connected TV (CTV) advertising market by 2030. That market will be worth US$81 billion. The other half gets split among every other player on the planet.

For marketing leaders in Asia, this is not a distant forecast. It is a planning problem that starts now.

The Numbers That Matter

The split is stark. Google will command 26% of global CTV ad revenue by 2030. Amazon takes 13%. Netflix claims 9%. Together: 50% of a US$81 billion market, up from US$44 billion today.

YouTube alone is already pulling in an estimated US$9.21 billion in connected TV ad sales in 2026. That makes it the only streaming platform holding more than 10% of the market individually, right now.

Netflix moved fastest from a standing start. Its ad-supported tier now has 250 million monthly viewers globally. It generated US$1.5 billion in ad revenue in 2025, a 2.5x jump year-on-year, and is targeting US$3 billion in 2026.

Amazon's Prime Video doubled its ad load in 2026, from two to three and a half minutes per hour up to four to six minutes. But more importantly, it links every ad back to Amazon purchase data from 315 million viewers worldwide. You buy an ad on Prime Video and you can measure whether the viewer bought your product on Amazon. No traditional broadcaster can offer that.

Why Traditional TV Is Losing Ground

Linear TV, the old broadcast and cable model, has lost nearly 70% of its share of global media spend since 2013. It accounted for 41.3% of global ad spend a decade ago. Today it sits at 12.4%.

Marketers are not waiting. The average brand reallocated 36% of its linear TV budget to connected TV in 2025. Streaming now accounts for 47.5% of all US TV viewing time. eMarketer forecasts that CTV ad spend will overtake traditional TV for the first time in 2028.

The shift is structural. As Omdia's David Tett put it: "CTV companies are at risk of losing incredibly valued ground to these tech giants and many cannot afford to do so as the hardware business becomes increasingly unprofitable."

What This Means for Asia

The Asia-Pacific angle is where this story becomes urgent for regional marketers. Netflix rolled out its ad-supported tier to Indonesia, the Philippines and Thailand in 2025. YouTube has dominated CTV viewing in Southeast Asia for years. Amazon's retail media integration is expanding into regional markets.

Open programmatic CTV ad spend in Southeast Asia jumped 43% in Q1 2025 compared to two years prior. More than half of APAC marketers are now shifting at least 40% of their budgets toward connected TV. The region has close to 160 million CTV households outside China.

The platforms winning the CTV war globally are the same ones that APAC brands already negotiate with for search, social and e-commerce. Google, Amazon and Netflix are not new partners. They are familiar ones who have just expanded their territory into the television screen.

The Strategic Question

Maria Rua Aguete, Head of Media and Entertainment at Omdia, framed it plainly: "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."

For Asian marketing leaders, the practical question is no longer whether to move budgets toward CTV. That decision has been made by audience behavior. The question is which of the three dominant platforms to prioritize first, and how to connect your TV ad investment to the measurement and retail data infrastructure that makes it accountable.

The living room has been redrawn. The new landlords are in Silicon Valley and Seattle.