New research indicates that Roku remains the top connected TV (CTV) streaming device in North America, with a 37% share of the open programmatic ads sold on specific devices in third-quarter 2024.
Samsung Smart TV (17% share), Amazon Fire TV (15%), Apple TV (11%), and LG (10.8%) round out the top-5 CTV platforms in North America.
The new Pixalate reports, which are broken down by region, also found Roku on top in Latin America with a 50% share of what Pixalate calls Market Share of Voice (SOV). SOV is calculated by the share of the open programmatic ads sold on specific devices.
Other key findings include:
- Roku leads in market share in Latin America with 50% SOV, followed by Samsung Smart TV (21%), LG (7%), Amazon Fire TV (3%), TCL (3%)
- Samsung Smart TV devices lead in EMEA with 30% SOV, followed by LG (16%), Amazon Fire TV (15%), TCL (12%), and Sony (6%)
- While Roku leads in market share in North America (37%), it saw a 29% decrease YoY.
For the report, Pixalate analyzed open programmatic advertising activity across more than 100,000 CTV apps and nearly 6 billion global open programmatic ad transactions in Q2 2024.
The full reports can be found here.
