• by Wayne Friedman , Staff Writer, 6 hours ago

Legacy-owned TV network-focused companies need to brace themselves. Competition keeps coming for their connected TV (CTV) businesses.

Three major digital-first streaming platforms will dominate by 2030: Google (YouTube), Netflix and Amazon (Prime Video).

Overall, the London-based research/advisory company Omdia estimates global CTV-based advertising will nearly double in the coming four years -- to $81 billion by 2030 from $44 billion in 2025.

Specifically, Google and its rising YouTube streaming platform will command a 26% share, while Amazon -- estimated at 13% -- and Netflix -- estimated at 9% -- will also hold strong positions.

Overall, all three of these big digital companies will account for half of global CTV advertising.

Omdia points to a few significant pieces of the puzzle. “The battle for the living room is no longer only about streaming content. It is increasingly about controlling the platform, the advertising layer, the operating system, the data and ultimately the consumer relationship," the company says.

With that analysis, one would think still-strong traditional media companies such as Walt Disney -- which actually is second to YouTube when it comes to Nielsen’s Media Distributor Index -- have the ability to climb into the top rankings.

The “Disney” brand does have that strong consumer relationship.

But there are other factors to consider -- retail media, e-commerce, other digital advertising connections that give digital-first companies a leg up going forward.

And although some may wonder about Netflix -- which may have less digital advertising, commerce and technology connections than other digital players -- the big premium streamer has been a "must have" CTV platform internationally for some time

Legacy media companies have no choice but to be able to follow the crowd. Some are making slow progress -- and not only with getting their CTV streamers in profitable positions.

The growth of biddable programmatic platforms climbed as part of legacy media’s technology and media-selling operations to also encompass the more traditional upfront TV buying marketplace that is now underway.

According to reports, 70% of Disney’s TV advertising demand for its programmatic biddable platform comes from upfront advertisers. Warner Bros. Discovery says nearly half of its biddable demand comes from upfront brands.

All this could expand during current upfront deal-making as TV network and streaming companies increasingly allow biddable deals to count toward  upfront commitments.

Among other significant factors, major TV network-based companies still have strong movie and TV production capabilities as well as video advertising relationships when it comes to premium entertainment content -- programs and movies that also get sold to digital-first connected TV platforms in need.

They all need to lean on this. Perhaps then a CTV future will have offer somewhat more than vying for a fourth-place position behind the digital media giants.