Ads Are Rebuilding TV—Measurement Is the Bottleneck

Citing Omdia projections, the article says global TV and online video revenue is expected to rise from $775B in 2025 to $1.03T by 2030, with online video advertising growing from $309B to $540B and increasing advertising’s share of total revenue from 40% to 53%. It argues that industry measurement and pricing systems are not keeping pace with fragmented streaming consumption, pointing to issues such as Nielsen’s timing challenges ahead of upfronts and estimating streaming has recaptured only about two-thirds of ad dollars lost from linear TV. The piece also projects social video platforms (YouTube, TikTok, Meta) will account for roughly $400B in streaming ad revenue by 2030, aided by closed-loop measurement and optimization compared with more fragmented measurement across ad-supported streaming services.