Tech market analysts Omdia reveal their latest findings that show a significant shift in the connected TV (CTV) market with hardware manufacturers increasingly capitalising on platform revenues rather than hardware sales. Companies such as Roku and Vizio are even accepting losses on hardware to focus on more lucrative revenue streams from their platforms.
Roku is at the forefront of the CTV advertising space, with projections indicating it will generate $5 billion in revenue by 2029. This forecast includes income from Free Ad-Supported Streaming TV (FAST), CTV user interface ads, and third-party inventory shares.
Roku’s dominance in CTV advertising is expected to drive the industry, which is forecasted to double by 2029 compared to 2024 levels. Currently, Roku is the leading CTV player in the US, the world’s largest advertising market, with 20% of US TV sets powered by its platform, enhancing its advertising success and setting a benchmark for competitors.
Samsung, the second-largest player in the CTV market, is also anticipated to see substantial growth, with revenues projected to reach $3 billion by 2029 - more than doubling from $1.35 billion in 2024. Samsung’s extensive global presence enables it to maintain strong competition with Roku, despite Roku’s dominance in the largest advertising market.
Walmart’s acquisition of Vizio highlights its strategic move to tap into the expanding CTV revenue streams, with plans to explore new avenues such as retail media and shoppable TV in the U.S., indicating shifts in the competitive landscape.
The total CTV advertising market is set to grow from $6.65 billion in 2024 to $13.5 billion by 2029, with Roku expected to lead this expansion, projecting revenues of $2.8 billion in 2024 and rising to $5.1 billion by 2029.
“Roku’s success is driven by its position as the largest platform in the top advertising market, while Samsung maintains strong competition through its broad international reach,” said Maria Rua Aguete, Senior Research Director, in Omdia’s Media and Entertainment practice. “As the CTV advertising market is set to double, both Roku and Samsung are strategically positioned to leverage this explosive growth.”
Watch Maria Rua Aguete’s sessions at IBC2024 in Amsterdam which delve into the key drivers of growth in the media and entertainment market, the rise of streaming video, evolving advertising business models, and the impact of AI on the industry.
You are not signed in
Only registered users can comment on this article.
Canal+ launches AI-powered content search with OpenAI
To enable users to find content through natural language queries, the Canal+ app will roll out a search function powered by OpenAI technology in June 2026.
Documentary Film Council appoints Mandy Chang as CEO
The UK’s Documentary Film Council has named Mandy Chang as its first Chief Executive.
Head of Eurovision broadcaster ORF resigns
The Director General of Austrian national broadcaster ORF has resigned over allegations of sexual harassment, two months before the network is due to host the Eurovision Song Contest.
Sound body AMPS calls out impact of noisy LED film lighting
The Association of Motion Picture Sound (AMPS) has called on manufacturers and productions to consider the impact of noisy high-output LED film lighting on capturing performance on set.
BBC garners 47 nominations for Royal Television Society Programme Awards 2026
Ahead of the RTS Programme Awards 2026 on Tuesday 24 March, the BBC has received 47 nominations – leading the way across the 29 categories.
.jpg)
