Combined revenues from traditional television and online video are forecast to exceed $1 trillion (€920 billion) by 2030, according to new figures presented by Omdia’s Maria Rua Aguete at FED Show in Madrid.
The analyst firm expects the market to grow from $775 billion (€713 billion) in 2025 to $1.03 trillion (€948 billion) by the end of the decade, underlining the scale of the structural shift now under way across the media business. Omdia has previously said the industry is on course to hit the $1 trillion mark by 2030, with online video providing the bulk of the growth.
The main engine of expansion will be digital advertising. Omdia said online video advertising revenues will increase from $309 billion (€284 billion) in 2025 to $540 billion (€497 billion) in 2030, lifting their share of total industry revenues from 40% to 53%. Within that, social video platforms such as Meta, TikTok and YouTube are expected to account for around $400 billion (€368 billion) in streaming advertising revenues by 2030, reflecting the growing dominance of mobile-first, short-form and personalised video experiences.
By contrast, subscription and transactional online video revenues are forecast to rise more modestly, from $174 billion (€160 billion) in 2025 to $216 billion (€199 billion) in 2030, suggesting that the segment is entering a more mature phase. Traditional television continues to lose ground, with linear TV advertising projected to fall from $123 billion (€113 billion) to $113 billion (€104 billion) over the same period, while pay TV revenues are expected to decline from $169 billion (€155 billion) to $159 billion (€146 billion).
Maria Rua Aguete said social video advertising is becoming the dominant force in the market, reshaping both content consumption and monetisation, while legacy models including linear TV and pay-TV remain in structural decline.
