Pixalate: Roku Continues to Dominate U.S. CTV Device Market

By published

In Q1 2025, it had highest open programmatic CTV device market share with 38%

Sharp Roku TV
(Image credit: Sharp)

Pixalate’s new "CTV Device Market Share" report for Q1 2025 shows that Roku has the highest open programmatic CTV device market share in the United States, with 38% share of voice (SOV).

To compile the data, Pixalate’s data science team analyzed programmatic advertising activity across 26 billion global open programmatic ad transactions on CTV devices from Q1 2024 to Q1 2025 to compile this research.

Roku’s market share was more than twice that of Amazon’s Fire TV platform (18%), and far ahead of Apple (13%), Samsung (12%), LG (5%) and Vizio (5%).

CTV device market share rankings led by Roku, followed by Amazon and Apple

(Image credit: Pixalate)

Roku was also highest in the United Kingdom, with 25% SOV, LATAM (48%) and Mexico at 73%. Apple topped the rankings at 25% in Canada.

CATEGORIES
George Winslow
George Winslow

George Winslow is the senior content producer for TV Tech. He has written about the television, media and technology industries for nearly 30 years for such publications as Broadcasting & Cable, Multichannel News and TV Tech. Over the years, he has edited a number of magazines, including Multichannel News International and World Screen, and moderated panels at such major industry events as NAB and MIP TV. He has published two books and dozens of encyclopedia articles on such subjects as the media, New York City history and economics.