According to Pixalate’s research, Amazon Fire TV’s device market share in the US increased 65% year-over-year. Apple TV and Samsung Smart TV also gained YoY market share in the U.S.
London, April 22, 2025 (GLOBE NEWSWIRE) — Pixalate, a leading global platform for ad fraud protection, privacy, and compliance analytics, today released the Q1 2025 Connected TV (CTV) Device Market Share Reports for the United Kingdom, United States, Canada, Mexico, as well as a Global report.
Pixalate’s CTV Device Market Share Reports analyze data to break down the top CTV devices in each country by quarterly market share. Market Share of Voice (SOV) is calculated based on the percentage of open programmatic ads sold on specific devices in each country during a given quarter, as measured by Pixalate.
Pixalate’s data science team analyzed programmatic advertising activity across over 26 billion global open programmatic ad transactions on CTV devices from Q1 2024 to Q1 2025 to compile this research.
Key Findings:
U.S.:
- Roku led in CTV device market share in the USA (38%), followed by Amazon Fire TV (18%), Apple TV (13%), Samsung Smart TV (12%), and LG (5%), rounding out the top 5
- YoY Growth: Amazon Fire TV (+65% YoY), Apple TV (+43% YoY), Samsung (+5% YoY)
Canada:
- Apple TV led in CTV device market share with 25% SOV, followed by Roku (25%), Amazon Fire TV (20%), Samsung (13%), and Xiaomi (4%)
- YoY Growth: Apple TV (+128% YoY), Xiaomi (+44% YoY), Amazon Fire TV (+22% YoY)
UK:
- Roku led in CTV device market share with 25% SOV, followed by Amazon Fire TV (23%), Samsung (19%), LG (13%), and Apple TV (8%)
- Apple TV gained CTV market share of 149% YoY
- YoY Growth: LG (+12%) and Samsung (+24%) also gained YoY market share
Mexico:
- Roku led in CTV device market share with 73%, followed by Samsung (16%), Amazon (3%), LG (2%), and Hisense (2%), rounding out the top five CTV devices for market share
- YoY Growth: Roku (+44% YoY) and Hisense (+35% YoY)
Global:
- Roku led in CTV device market share in North America (38%) and LATAM (48%)
- Samsung Smart TV led in CTV device market share in EMEA (25%) and APAC (24%)
Download the CTV Device Market Share Reports
- United States
- Canada
- Mexico
- United Kingdom
- Global
About Pixalate
Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. Founded in 2012, Pixalate is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the Connected TV (CTV), mobile app, and website ecosystems. Pixalate is accredited by the MRC for the detection and filtration of Sophisticated Invalid Traffic (SIVT). pixalate.com
Disclaimer
The content of this press release, and the CTV Device Global Market Share Reports (the “Reports”), reflect Pixalate’s opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Any data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that, opinions, which means that they are neither facts nor guarantees. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report findings and trends pertaining to the time period studied.
CONTACT: Nina Talcott ntalcott@pixalate.com
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