Roku captures 51% CTV device market share

Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q3 2023 Global Connected TV (CTV) Ad Supply Chain Trends Report, a comprehensive analysis of the state of open programmatic CTV advertising from July through September 2023.

The report provides a deep dive into open programmatic CTV ad spend trends by global regions, an update on CTV device market share, the latest trends in the Roku, Amazon Fire TV, Samsung Smart TV, and Apple TV app stores, and a look at invalid traffic (IVT, inclusive of ad fraud) in the open programmatic CTV ad marketplace.

Global Connected TV (CTV) Ad Supply Chain Trends Report

All takeaways are based on Pixalate’s data and estimates. 

• Estimated global open programmatic CTV advertising spend eclipses $5.3 billion in Q3 2023 – up +47% since Q3 2021
  • The North American CTV ad marketplace is up +45% since Q3 2021 
  • EMEA saw +35% increase in open programmatic CTV ad spend since Q3 2021
  • LATAM CTV spend rises +81% over the last two years
  • APAC CTV ad spend has hovered around the same area since Q3 2021, +/- 20% 
• 15% invalid traffic (IVT) rate in global open programmatic CTV in Q3 2023, the lowest mark in over two years
• Roku had 51% estimated global CTV device market share in Q3 2023, its strongest quarter since Q1 2020
  • Due to a -20% YTD market share decline, Samsung devices had their lowest market share since Q3 2019
• +39% YTD market share increase for Apple tvOS amongst CTV operating systems; Tizen (17%) second in OS market share, followed by Android (15%)

• Hulu was the top grossing CTV app for open programmatic advertising across Roku, Fire TV, and Samsung in N. America in Q3 2023

What's inside the report:

Pixalate's Q3 2023 Global Connected TV (CTV) Ad Supply Chain Trends Report includes: 

• CTV ad spend trends by global region
• CTV device market share trends
• Invalid Traffic (IVT, inclusive of ad fraud) trends
• Roku Channel Store, Samsung Smart TV, Amazon Fire TV, and Apple TV app store insights
• CTV operating system trends 

Download a free copy of the report here: Q3 2023 Global Connected TV (CTV) Ad Supply Chain Trends Report.