The big five US streamers are forecast to earn $24.3 billion from ads by 2030, reflecting the shifting landscape of video streaming and advertising revenue.
- The big five US streamers are forecast to earn .3 billion from ads by 2030, reflecting the shifting landscape of video streaming and advertising revenue.
According to market intelligence firm Omdia, global combined revenues from online video and traditional TV markets are projected to reach an impressive $1 trillion annually by 2030. While pay TV remains stagnant, the growth is predominantly driven by online video.
By 2025, global video streaming revenue is expected to hit $214.6 billion, with an annual growth rate of 12.8 per cent. A significant portion of this revenue, approximately 77 per cent, is anticipated to come from online video subscriptions, showcasing the dominance of subscription models in the streaming industry.
Premium advertising revenue, which includes various models such as hybrid SVOD/AVOD, native AVOD, FAST, and broadcaster streaming services, is set to reach $42.1 billion worldwide. This marks a substantial increase of 15.6 per cent compared to 2024.
Adam Thomas, Practice Leader at Omdia, highlighted the ongoing changes in the market, noting, “These two reports show that while traditional pay TV is declining globally, this is happening slowly.” He emphasised that pay TV will still generate significant revenue for the foreseeable future.
Thomas added, “Combined with strong, ongoing growth in online video, this creates a highly positive scenario and leads Omdia to forecast that the two markets together will top $1 trillion in revenue by 2030.”
On the subject of streaming revenue, Tony Gunnarsson, Principal Analyst at Omdia, stated that streaming continues to be primarily a subscription-driven business. He indicated that the number of paid subscriptions is expected to grow steadily through 2025.
However, Gunnarsson also warned that while the market will keep expanding until 2030, it is likely to experience lower annual growth rates for premium streaming as the market reaches mass-market penetration globally.
Despite this caution, he noted that the integration of advertising tiers into streaming services has proven profitable. “It’s still early days for hybrid video,” Gunnarsson remarked, indicating that the full potential of these models is yet to be realised.
The new Omdia research underscores the increasing importance of advertising within the streaming ecosystem. By 2030, advertising revenue from the big five US streaming video on demand services—Netflix, Amazon, Disney, HBO Max, and Paramount—is projected to comprise 20 per cent of their combined revenue, up from 13 per cent in 2025. This shift illustrates the evolving dynamics of how content is monetised in an increasingly competitive market.
