Walmart and Amazon lead shift towards e-commerce driven TV platforms

Retailers are forecast to control 47 per cent of the North American TV operating system market by 2029, a significant rise from 27 per cent in 2025, according to the latest research by market intelligence firm Omdia.

This rapid shift highlights how major retailers are now prioritising e-commerce-driven retail media advertising over traditional shipment leadership, a theme that dominated the recent CES 2026 event in Las Vegas.

The global market is consolidating into three segments...