While media and entertainment remain a major driver of digital commerce, the growth of online consumer spending is outpacing the sector’s expansion. The media and entertainment market is projected to rise from $1.07 trillion in 2025 to $1.3 trillion by 2029, with video content leading the charge, generating 70% of global revenues. Among the fastest-growing segments in 2025 are online video (+13%), cinema (+12%), and gaming (+7%).
Beyond traditional media, the acceleration of online consumer spending is reshaping the digital economy. Retail media and shoppable TV are revolutionizing the relationship between content, commerce, and advertising, creating new revenue streams for brands and platforms.
As e-commerce dominance grows, leading retailers are pivoting to digital-first strategies. Amazon has overtaken Walmart as the world’s largest retailer, underscoring the shift toward online shopping. In response, Walmart is aggressively expanding its digital footprint, recently acquiring Vizio to strengthen its digital advertising capabilities and enhance shoppable TV integration. Currently, 20% of Walmart’s revenue comes from digital channels, a figure set to increase as the company deepens its investments in retail media and Connected TV (CTV).
With CTV adoption accelerating, TV operating systems (TV OS) are becoming central to the future of advertising and digital commerce. The integration of CTV, TV OS, and retail media is creating seamless purchase pathways, transforming how consumers interact with content and brands.
“Shoppable TV presents a massive opportunity for retailers, advertisers, and content creators. However, challenges such as seamless checkout, consumer trust, and platform integration must be addressed to unlock its full potential,” said Maria Rua Aguete, Omdia Senior Research Director, speaking at the Connected TV Summit in London.
As shoppable TV and retail media evolve, the industry is set to witness new partnerships, innovations, and business models. The convergence of entertainment and commerce is reshaping digital media, and companies that effectively integrate CTV, TV OS, and retail media will be well-positioned to capture market share and drive the next phase of digital commerce growth.
