Key Points
- Global video revenue will surpass $1 trillion by 2030, driven by online streaming growth, Omdia said in two reports.
- Streaming revenue will hit $214.6 billion in 2025, with subscriptions making up 77%, Omdia’s forecast says.
- Ad tiers are growing fast: Ad revenue from the top streamres will reach $24.3 billion by 2030.
The global video industry is expected to reach $1 trillion in total annual advertising revenue by the end of the decade, according to new reports from Omdia released this week.
The reports base the uptick in advertising revenue primarily on the rapid expansion of online streaming platforms, including connected TV services.
Total global streaming revenue is expected to reach $214.6 billion in 2025, growing at an annual rate of 12.8 percent, Omdia said. Subscription-based services will account for the majority of that figure, representing about 77 percent of total revenue. Advertising-supported streaming, meanwhile, continues to show strong momentum, with premium ad revenue projected to hit $42.1 billion worldwide next year, up 15.6 percent over 2024.
Adam Thomas, the Practice Leader at Omdia, said the findings reflect a steady evolution rather than a sudden disruption.
“These two reports show that while traditional pay TV is declining globally, this is happening slowly,” Thomas said. “Pay TV will continue to contribute substantial revenue for many years. 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.”
While streaming has become a dominant force in global entertainment, the sector’s explosive growth is starting to mature.
Tony Gunnarsson, a principal analyst at Omdia, said subscription video remains the foundation of the streaming economy but warned that growth rates will slow later in the decade.
“Streaming remains primarily a subscription business, and in 2025 the total number of paid subscriptions continues to grow steadily,” Gunnarsson said. “But there is a wake-up call ahead: through to 2030, the market will keep expanding but lower annual growth rates are expected for premium streaming, reflecting that streaming has reached mass-market penetration globally.”
Gunnarsson added that hybrid models combining subscriptions with advertising have “paid off handsomely,” signaling the early success of ad-supported tiers from leading platforms. Omdia’s research predicts that by 2030, advertising revenue from the five largest U.S. subscription video services — Netflix, Prime Video, Disney Plus/Hulu, HBO Max and Paramount Plus — will reach $24.3 billion. That figure would represent 20 percent of their combined revenue, up from just 13 percent projected for 2025.
