Retail Media in OTT - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026-2031)

The retail media in OTT Market size is projected to expand from USD 9.46 billion in 2025 and USD 10.82 billion in 2026 to USD 19.61 billion by 2031, registering a CAGR of 12.63% between 2026 to 2031. This report is Segmented by Advertising Format (Video Ads, Display Ads, and Interactive Ads), Platform Type (Retailer-Owned Networks, and Third-Party Networks), Device Type (Smart TVs, Smartphones and Tablets, Gaming Consoles, and More), End-User (Consumer Packaged Goods, Electronics and Technology, Apparel and Fashion, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Retail Media In OTT Market Trends and Insights

First-Party Retailer Data Replacing Third-Party Cookie Dependence

First-party retailer data has become one of the clearest structural advantages in the retail media in OTT market because it gives advertisers access to verified shopping signals rather than inferred browsing behavior. Retailers with scaled loyalty programs and repeat transaction histories are in a stronger position because those datasets are easier to activate in privacy-aware environments than older cookie-based identifiers. European compliance frameworks are also reinforcing the need for clearer consent, more transparent processing, and stricter operational controls in commerce media measurement and activation. This shifts the competitive balance toward companies that can connect consented shopper identity with streaming ad delivery in a way that platforms and supply partners can actually use in production. The retail media in OTT market, therefore, rewards data depth more than simple audience volume, especially when advertisers want measurable outcomes tied to real transactions. Mid-tier retailers without broad loyalty coverage are more likely to depend on consortium approaches or third-party partnerships if they want to remain relevant as targeting standards tighten.

Rising Demand For Closed-Loop Attribution In CTV

Closed-loop attribution has become a central reason advertisers are allocating more budget to the retail media in OTT market because it links ad exposure on streaming platforms to eventual purchase behavior. The IAB has pushed standardized Conversion APIs for connected TV because server-to-server measurement is increasingly seen as the practical bridge between media delivery and downstream business outcomes. NBCUniversal said at its 2026 Upfront presentation that its Instacart data integration delivered an average 5.5x return on ad spend for CPG brands and reached 51% new-to-brand users. Results of that kind are difficult for traditional linear television to replicate because they depend on direct shopper data and purchase feedback loops. In the retail media in OTT market, that changes how premium streaming inventory is valued because brands begin to assess it through performance outcomes instead of exposure alone. The result is a stronger push toward measurable video buying, tighter accountability, and more pressure on platforms that still cannot connect media spend with sales outcomes clearly enough.

Fragmented Measurement Standards Across OTT And Retail Media Networks

Measurement inconsistency remains one of the clearest barriers to broader advertiser adoption in the retail media in OTT market. Premion and Advertiser Perceptions found that 1 in 3 CTV and OTT advertisers identified inconsistent measurement standards as their primary concern in their 2026 survey. IAB Europe released updated Commerce Media Measurement Standards V2 after a 2025 public comment process and kept a 30-day lookback window as the default while allowing flexibility for different use cases. The problem is that network adoption is still uneven, and the framework is not yet enforced as a universal contractual rule across the ecosystem. That leaves advertisers comparing results that may be built from different attribution windows, definitions, and reporting assumptions. In the retail media in OTT market, larger networks can benefit from that opacity because they are better able to defend proprietary return claims when outside validation is still inconsistent.

Other drivers and restraints analyzed in the detailed report include:

• Expansion Of Shoppable Video And Interactive OTT Formats
• AI-Powered Audience Segmentation And Creative Optimization
• Difficulties In Integrating Retail, Ad Tech, And Streaming Data Systems

Segment Analysis

Video ads captured 55.26% of advertising format revenue in 2025, and they are also projected to grow at a 12.82% CAGR through 2031. This lead reflects the fact that video can combine retailer transaction data with premium sight, sound, and motion inventory in the same environment. In October 2025, the IAB Tech Lab released the CTV Ad Portfolio and standardized 6 new formats, including pause ads, menu ads, screensaver ads, in-scene ads, squeezebacks, and overlays, which made programmatic execution easier for ad types that had often required direct publisher deals. That change supports broader adoption across the retail media in OTT market because it reduces friction for both buyers and sellers. It also makes video the format where commerce, creative, and measurement are most likely to come together in one transaction path.

Video ads also represented the largest share of the retail media in OTT market size in 2025, which means the format benefits from both scale and the strongest experimentation budgets. Amazon Ads said Interactive Video Ads delivered 6x higher brand search, 4x more product detail page views, and 5x higher purchase rates than standard streaming TV campaigns across 14,518 campaigns measured through full year 2025. Display ads still retain a meaningful place in smart TV home screens and banner overlay placements, while interactive ads remain smaller by current share but are gaining support as standardization improves execution. The format mix suggests that the retail media in OTT industry is moving beyond simple exposure selling and toward viewing experiences that are designed to trigger measurable shopping action.

Retailer-owned networks accounted for 58.91% of platform-type revenue in 2025, which confirms that direct shopper data ownership still gives retailers the strongest starting point. Their lead comes from the ability to combine transaction history, audience creation, campaign activation, and reporting in closely linked systems. That structure makes retailer-owned models especially attractive when brands want deterministic measurement and direct access to purchase-based targeting. The retail media in OTT market, therefore, still favors networks that can prove clear control over identity and outcomes rather than media supply alone. This also helps larger retailers defend pricing and advertiser attention even when streaming inventory becomes more widely available.

Third-party networks are projected to grow at a 12.93% CAGR through 2031, making them the fastest-growing platform type in the retail media in OTT market. Roku launched Roku Curate in April 2026, packaging Roku platform data with purchase and browsing signals from Best Buy Ads, Kroger Precision Marketing, Instacart, Fandango, Criteo, and Fetch into ready-to-activate CTV buys with closed-loop measurement. That move shows how streaming platforms are becoming distribution hubs for retailer data outside pure walled-garden environments. The segment tension is clear because retailer-owned networks lead in direct data control, while third-party models are scaling faster when brands need broader reach and easier programmatic access.

Complete Report Scope:

• By Advertising Format
  • Video Ads
  • Display Ads
  • Interactive Ads
  • Other Advertising Formats
• By Platform Type
  • Retailer-Owned Networks
  • Third-Party Networks
  • Other Platform Types
• By Device Type
  • Smart TVs
  • Smartphones and Tablets
  • Gaming Consoles
  • Laptops and Desktops
  • Other Device Types
• By End-User
  • Consumer Packaged Goods
  • Electronics and Technology
  • Apparel and Fashion
  • Grocery and Food Delivery
  • Beauty and Personal Care
  • Other End-Users
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Chile
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Rest of Asia-Pacific
  • Middle East
    • Saudi Arabia
    • United Arab Emirates
    • Qatar
    • Rest of Middle East
  • Africa
    • South Africa
    • Egypt
    • Nigeria
    • Rest of Africa

Geography Analysis

North America held 51.24% of the retail media in OTT market share in 2025, which made it the largest regional contributor. That lead reflects the unmatched scale of retailer first-party data, mature ad-supported streaming infrastructure, and advertiser familiarity with closed-loop activation. Premion and Advertiser Perceptions found that 7 in 10 U.S. advertisers planned to increase their CTV or OTT spending by an average of 17% in 2026. This spending intent supports continued leadership for the retail media in OTT market because brands in the region are already comfortable buying measurable premium video against retailer data. The region also remains a proving ground for rollout strategy, and Amazon Ads confirmed plans to introduce Prime Video advertising in Belgium, Denmark, Norway, and Turkey in 2026 after building scale across its established streaming advertising base.

Asia-Pacific is projected to grow at a 13.42% CAGR through 2031, making it the fastest-growing geography in the retail media in OTT market. Growth is being supported by mobile-first streaming behavior, expanding ad-supported OTT consumption, and the formalization of retail media models across key regional economies. The Asia Video Industry Association said in its 2026 report that OTT was positioned to overtake traditional pay TV as the largest source of content investment in the region for the first time. That inventory expansion matters because the retail media in OTT market needs scalable premium video supply before retailer data can be activated consistently across streaming environments.

Europe remained a significant growth geography in the retail media in OTT market in 2025, while South America, the Middle East, and Africa stayed earlier-stage but increasingly relevant. IAB Europe updated its Commerce Media Measurement Standards V2 in 2025, giving the region a stronger framework for attribution, lookback windows, and reporting discipline across commerce media activity. That standards push supports broader expansion because advertisers need more consistency when off-site retail media extends into connected television and video inventory. South America, the Middle East, and Africa are still building the conditions for faster adoption through mobile streaming growth, wider e-commerce participation, and rising interest in measurable media tied to transaction data.

List of Companies Covered in this Report:

• Amazon, Inc.
• Walmart Connect
• The Home Depot
• Target Corporation
• Instacart
• Roku, Inc.
• The Trade Desk, Inc.
• Disney Advertising Sales
• NBCUniversal Media, LLC
• Paramount Global
• Warner Bros. Discovery, Inc.
• Samsung Electronics Co., Ltd.
• LG Ad Solutions
• Tubi, Inc.
• Criteo S.A.
• eBay Inc.
• Magnite, Inc.
• PubMatic, Inc.
• Nexxen International Ltd.
• Microsoft Corporation

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support