Digital advertising drives surge in global video revenues

Global revenues from traditional television and online video are projected to exceed $1 trillion by 2030, according to data presented by Maria Rua Aguete, Head of Media and Entertainment at Omdia at the FED Show in Madrid.

The figures highlight a major structural shift in the global media and entertainment industry, with total revenues expected to grow from $775 billion in 2025 to $1.03 trillion in 2030.

Growth is set to be driven primarily by digital formats, particularly advertising, as consumption patterns continue to evolve.

Online video advertising is forecast to be the main engine of growth, increasing from $309 billion in 2025 to $540 billion in 2030.

As a result, its share of total industry revenues is expected to rise from 40 per cent to 53 per cent, underscoring its growing dominance.

Within this segment, social video platforms such as Meta, TikTok and YouTube are expected to play a decisive role, generating around $400 billion in streaming advertising revenues by 2030.

This trend reflects a shift towards mobile-first, short-form and highly personalised video experiences, where discovery algorithms and creator ecosystems are driving engagement and monetisation.

At the same time, online video subscription and transaction revenues are projected to grow from $174 billion in 2025 to $216 billion in 2030, although at a slower pace.

This segment is entering a more mature phase compared with advertising-led models, indicating a shift in industry dynamics.

Traditional segments are expected to continue losing ground, with linear television advertising projected to decline from $123 billion in 2025 to $113 billion by 2030.

Its share of total revenues is also forecast to fall from 16 per cent to 11 per cent, reflecting changing viewer behaviour.

Similarly, pay television revenues are expected to decrease from $169 billion to $159 billion, driven by ongoing cord-cutting and audience migration to digital platforms.

“The industry is undergoing a profound transformation,” said Aguete.

“Social video advertising is becoming the dominant force, reshaping how content is consumed and monetised,” she added.

“Meanwhile,” she continued, “traditional models such as linear TV and pay TV are in structural decline.”

As the industry approaches the trillion-dollar threshold, the analysis shows a clear shift in power towards digital platforms, with advertising, particularly social video, at the centre of future growth.