Social video advertising to drive global TV and video revenues to $1tn by 2030, says Omdia

Worldwide traditional television and digital video revenue will exceed US$1tn by 2030, claims UK research firm Omdia.

According to new data, combined earnings will grow from the $775m recorded last year to $1.03tn by the end of the decade.

The structural shift will be primarily driven by digital expansion, with online advertising predicted to rise from $309bn to $540bn in 2030, increasing its share of total revenues from 40% to 53%.

Within that segment, social video platforms such as Meta, TikTok and YouTube will play a decisive role, generating approximately $400bn in total streaming advertising earnings.

Omdia says that the trend reflects a fundamental shift towards mobile-first shortform content and highly personalised video experiences, where discovery algorithms and creator ecosystems are driving both engagement and monetisation at scale.

Online video subscription and transaction revenues are projected to increase from $174bn to $216bn, though Omdia says that the sector is “entering a more mature phase” with slower growth.

The statistics point to a predictably grim forecast for the legacy TV industry, with linear TV advertising set to slump from $123bn to $113bn, a fall in share from 16% to 11%. Pay TV revenues will also slide, from $169bn to $159bn, reflecting ongoing cord-cutting and the continued migration of audiences to digital platforms.

Maria Rua Agueta, head of media and entertainment, Omdia, said: “The industry is undergoing a profound transformation. Social video advertising is becoming the dominant force, reshaping how content is consumed and monetised. Meanwhile, traditional models such as linear TV and pay TV are in structural decline.”