This broader Omdia overview covers AWS, Microsoft, and Google Cloud marketplaces collectively. Spending is forecast to reach $163.1B by 2030, with 44% of enterprises planning increased usage. Key drivers include financial incentives, cloud commit optimization, private offers, and consolidated billing. Four segments—Infrastructure Software, DevOps, Business Applications, and Cybersecurity—dominate current spend. The report underscores the growing role of channel partners and distributors in customizing private offers. Marketplaces are shifting from optional procurement channels to mainstream enterprise purchasing platforms.

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