Omdia: Online Consumer Expenditure to Hit $6.6 Trillion by 2029 With $2 Trillion Coming From the US
Online consumer spending is projected to reach $4.4 trillion by 2025, with the US contributing $1.4 trillion, and surge to $6.6 trillion by 2029, with US accounting for $2 trillion.
The media and entertainment sector is expected to grow from $1.07 trillion in 2025 to $1.3 trillion by 2029. Video content leads with 70% of global revenues, with significant growth in online video (13%), cinema (12%), and gaming (7%) in 2025.
The integration of retail media and shoppable TV is transforming commerce and advertising. Amazon has surpassed Walmart as the world's largest retailer. Walmart is responding by becoming digital-first, with 20% of revenue from digital channels, exemplified by its Vizio acquisition to enhance digital advertising and shoppable TV capabilities.
Connected TV (CTV) adoption and TV operating systems are becoming important in advertising and commerce, creating new revenue opportunities for broadcasters, advertisers, and retailers.
La spesa dei consumatori online è prevista raggiungere 4,4 trilioni di dollari entro il 2025, con gli Stati Uniti che contribuiscono con 1,4 trilioni di dollari, e aumentare a 6,6 trilioni di dollari entro il 2029, con gli Stati Uniti che rappresentano 2 trilioni di dollari.
Il settore dei media e dell'intrattenimento è previsto crescere da 1,07 trilioni di dollari nel 2025 a 1,3 trilioni di dollari entro il 2029. I contenuti video guidano con il 70% delle entrate globali, con una crescita significativa nel video online (13%), nel cinema (12%) e nei giochi (7%) nel 2025.
L'integrazione dei media retail e della TV shoppable sta trasformando il commercio e la pubblicità. Amazon ha superato Walmart come il più grande rivenditore al mondo. Walmart sta rispondendo diventando digitale-prima, con il 20% delle entrate provenienti da canali digitali, come dimostrato dall'acquisizione di Vizio per migliorare la pubblicità digitale e le capacità della TV shoppable.
L'adozione della TV connessa (CTV) e dei sistemi operativi TV stanno diventando importanti nella pubblicità e nel commercio, creando nuove opportunità di guadagno per emittenti, inserzionisti e rivenditori.
Se espera que el gasto de los consumidores en línea alcance 4.4 billones de dólares para 2025, con los EE. UU. contribuyendo con 1.4 billones de dólares, y que aumente a 6.6 billones de dólares para 2029, con EE. UU. representando 2 billones de dólares.
Se espera que el sector de medios y entretenimiento crezca de 1.07 billones de dólares en 2025 a 1.3 billones de dólares para 2029. El contenido de video lidera con el 70% de los ingresos globales, con un crecimiento significativo en video en línea (13%), cine (12%) y videojuegos (7%) en 2025.
La integración de medios minoristas y TV comprables está transformando el comercio y la publicidad. Amazon ha superado a Walmart como el mayor minorista del mundo. Walmart está respondiendo al convertirse en digital primero, con el 20% de sus ingresos provenientes de canales digitales, ejemplificado por su adquisición de Vizio para mejorar la publicidad digital y las capacidades de TV comprables.
La adopción de TV conectada (CTV) y sistemas operativos de TV se están volviendo importantes en publicidad y comercio, creando nuevas oportunidades de ingresos para emisoras, anunciantes y minoristas.
온라인 소비자 지출은 2025년까지 4.4조 달러에 이를 것으로 예상되며, 미국이 1.4조 달러를 기여하고, 2029년까지 6.6조 달러로 증가할 것으로 보이며, 미국은 2조 달러를 차지할 것으로 보입니다.
미디어 및 엔터테인먼트 분야는 2025년 1.07조 달러에서 2029년까지 1.3조 달러로 성장할 것으로 예상됩니다. 비디오 콘텐츠는 전 세계 수익의 70%를 차지하며, 2025년 온라인 비디오(13%), 영화(12%), 게임(7%)에서 상당한 성장이 예상됩니다.
소매 미디어와 쇼핑 가능한 TV의 통합은 상업과 광고를 변화시키고 있습니다. 아마존은 세계 최대 소매업체로 월마트를 초월했습니다. 월마트는 디지털 우선으로 전환하며, 수익의 20%를 디지털 채널에서 얻고 있으며, 디지털 광고와 쇼핑 가능한 TV 기능을 강화하기 위해 비지오를 인수한 것이 그 예입니다.
연결된 TV(CTV) 채택 및 TV 운영 체제가 광고 및 상업에서 중요해지고 있으며, 방송사, 광고주 및 소매업체를 위한 새로운 수익 기회를 창출하고 있습니다.
Les dépenses des consommateurs en ligne devraient atteindre 4,4 billions de dollars d'ici 2025, les États-Unis contribuant à hauteur de 1,4 billion de dollars, et atteindre 6,6 billions de dollars d'ici 2029, les États-Unis représentant 2 billions de dollars.
Le secteur des médias et du divertissement devrait croître de 1,07 billion de dollars en 2025 à 1,3 billion de dollars d'ici 2029. Le contenu vidéo représente 70 % des revenus mondiaux, avec une croissance significative dans la vidéo en ligne (13 %), le cinéma (12 %) et les jeux (7 %) en 2025.
L'intégration des médias de détail et de la télévision achetable transforme le commerce et la publicité. Amazon a dépassé Walmart en tant que plus grand détaillant au monde. Walmart réagit en devenant numérique en premier, avec 20 % de ses revenus provenant de canaux numériques, comme en témoigne son acquisition de Vizio pour améliorer la publicité numérique et les capacités de télévision achetable.
L'adoption de la télévision connectée (CTV) et des systèmes d'exploitation de télévision devient importante dans la publicité et le commerce, créant de nouvelles opportunités de revenus pour les diffuseurs, les annonceurs et les détaillants.
Online-Konsumausgaben werden bis 2025 auf 4,4 Billionen Dollar steigen, wobei die USA 1,4 Billionen Dollar beitragen, und bis 2029 auf 6,6 Billionen Dollar ansteigen, wobei die USA 2 Billionen Dollar ausmachen.
Der Medien- und Unterhaltungssektor wird voraussichtlich von 1,07 Billionen Dollar im Jahr 2025 auf 1,3 Billionen Dollar im Jahr 2029 wachsen. Videoinhalte führen mit 70% der globalen Einnahmen, mit signifikantem Wachstum im Online-Video (13%), im Kino (12%) und im Gaming (7%) im Jahr 2025.
Die Integration von Einzelhandelsmedien und shoppable TV transformiert den Handel und die Werbung. Amazon hat Walmart als größten Einzelhändler der Welt überholt. Walmart reagiert darauf, indem es digital-first wird, wobei 20% des Umsatzes aus digitalen Kanälen stammen, exemplifiziert durch die Übernahme von Vizio zur Verbesserung der digitalen Werbung und der shoppable TV-Funktionen.
Die Akzeptanz von Connected TV (CTV) und TV-Betriebssystemen wird in der Werbung und im Handel wichtig, wodurch neue Einnahmequellen für Sender, Werbetreibende und Einzelhändler geschaffen werden.
- Substantial market growth: Online consumer spending to reach $6.6 trillion by 2029
- Strong US market contribution of $2 trillion by 2029
- Media and entertainment sector growth to $1.3 trillion by 2029
- Video content dominates with 70% of global revenues
- New revenue streams emerging through retail media and shoppable TV integration
- Challenges in seamless checkout implementation
- Consumer trust issues in new shopping platforms
- Platform integration difficulties
2029 revenue opportunities (Graphic: Business Wire)
The projected growth in online consumer spending outpaces even the expansion of the media and entertainment sector, which is expected to grow from
While media and entertainment remain a key growth area, the acceleration of online consumer spending presents the most significant opportunity. Retail media and shoppable TV are driving a transformation in how content, commerce, and advertising intersect, creating new avenues for businesses to capitalize on.
With digital commerce continuing to expand rapidly, leading retailers are pivoting to adapt. Amazon has surpassed Walmart as the world’s largest retailer, highlighting the e-commerce shift. In response, Walmart has positioned itself as a digital-first powerhouse, making strategic moves like its recent acquisition of Vizio to enhance its digital advertising capabilities and integrate shoppable TV into its offerings. Currently,
As CTV adoption accelerates, TV operating systems (TV OS) are becoming essential in shaping the future of advertising and commerce. The integration of CTV, TV OS, and retail media is creating seamless pathways from content consumption to purchase, unlocking new revenue streams for broadcasters, advertisers, and retailers alike.
“Shoppable TV presents a massive opportunity for retailers, advertisers, and content creators. However, challenges remain such as seamless checkout, consumer trust, and platform integration which must be addressed before its full potential is realized,” said Omdia Senior Research Director, Maria Rua Aguete.
As shoppable TV and retail media continue to mature, the industry will see new partnerships and innovations emerge. The convergence of entertainment and commerce is reshaping the digital media landscape. Companies that successfully integrate CTV, TV OS, and retail media into their strategies will be well-positioned to capture significant market share and drive growth in the next era of digital commerce.
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Omdia, part of Informa TechTarget, Inc. (Nasdaq: TTGT), is a technology research and advisory group. Our deep knowledge of tech markets combined with our actionable insights empower organizations to make smart growth decisions.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250311592168/en/
Fasiha Khan: fasiha.khan@omdia.com
Source: Omdia
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