Digital mobile videos are expected to drive global media advertising revenue to the almost $1.5 trillion mark by 2030, according to new data recently released in Europe.
And the traditional free-to-air and pay TV industry will continue to bleed revenues as viewers migrate to digital platforms.
The data was presented by Maria Rua Aguete, the Head of Media & Entertainment at Omdia (a technology research and advisory group) at a show in Madrid.
It says global media and entertainment revenue is expected to grow from $1.118tn in 2025 to $1.49tn in 2030, driven mainly by digital formats.
Online video advertising will be the main growth engine, due to rise from $446 billion last year to $779bn in 2030 and increasing its revenue share from 40% to 53%.
MOBILE VIDEO TREND
Social mobile video platforms such as Meta (Facebook/Instagram), TikTok and YouTube are expected to be the dominant platforms, earning about $577bn by 2030.
Omdia says this trend shows a fundamental shift to mobile-friendly, short, highly personal videos where algorithms and creator networks will drive engagement and monetisation at scale.
Online video subscription and other revenue is expected to increase from $251bn in 2025 to $311bn by 2030 but at a slower rate compared to other advertising models.
Omdia says traditional TV advertising is expected to fall from $177bn in 2025 to $163bn by 2030 as its share falls from 16% to 11%. Pay TV revenues are also expected to shrink, from $244bn to $159bn as audiences pivot to digital platforms.
“The industry is undergoing a profound transformation,” says Aguete.
“Social video advertising is becoming the dominant force, reshaping how content is consumed and monetised, (as) traditional models such as linear TV and pay TV are in structural decline.”
Omdia says its analysis shows that the balance of revenue power is definitely shifting toward digital platforms led by social video advertising; click here to visit the company’s website.
Major sports organisations rely on FTA and pay TV rights to fund their competitions with digital rights increasingly becoming a part of their rights deals.
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