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New York, NY – August 22, 2025 – Roku and Samsung continue to lead the rapidly evolving connected TV (CTV) advertising landscape, according to a recently published report. The Q2 2025 Global CTV Device Market Share Report from advertising technology firm Pixalate reveals notable regional disparities in platform dominance, offering actionable insights for advertisers.
Regional CTV Leaders Emerge
PixalateS analysis indicates that roku commanded the largest share of programmatic ad traffic in North America, capturing 37 percent of the market. The platform’s influence extends even further south, with a commanding 45 percent share in Latin America. This positions Roku as a key player in the Western Hemisphere’s burgeoning streaming ecosystem.
Amazon, Roku’s primary competitor in North America, secured 17 percent of the ad traffic. Other notable players in the region include Apple, Samsung, LG, and Vizio. Latin America saw a more pronounced lead for Roku, significantly outpacing competitors like TCL, LG, and Samsung.
Though, the global CTV market is far from monolithic.Samsung’s tizen OS emerged as the leader in Europe,the Middle East,and Africa (EMEA),accounting for 33 percent of ad delivery.Simultaneously occurring, in the Asia-Pacific region (APAC), China-based Xiaomi topped the charts with a 24 percent share, surpassing apple, Roku, TCL, and Samsung.
Did You Know? Programmatic ad delivery serves as a reliable indicator of consumer engagement on CTV platforms, particularly where customary measurement methods fall short.
Global CTV Device Rankings
Globally, the top five CTV devices, in order of market share, are Roku, Amazon, Samsung, apple, and LG. While Roku maintains the top position, its global share experienced a slight dip, falling from 38 percent in the first quarter to 37 percent in the second quarter of 2025.
| Region | Leading CTV Device | Market Share (Q2 2025) |
|---|---|---|
| North America | Roku | 37% |
| Latin America | Roku | 45% |
| EMEA | Samsung | 33% |
| APAC | Xiaomi | 24% |
Implications for Advertisers
The fragmented nature of the CTV market necessitates a nuanced approach to advertising strategy. Advertisers and streaming platforms must account for regional dynamics to maximize campaign effectiveness. As noted by the Interactive Advertising Bureau (IAB), ”CTV offers advertisers the opportunity to reach engaged audiences in a brand-safe environment” [[1]].
Pixalate’s data,derived from analyzing 23 billion open programmatic ad transactions between Q2 2024 and Q2 2025,provides a valuable proxy for understanding consumer engagement. The report underscores the importance of data-driven decision-making in a rapidly evolving media landscape.
Pro Tip: Consider regional variations in CTV device market share when allocating advertising budgets and tailoring creative messaging.
What strategies are you employing to navigate the complexities of the CTV advertising ecosystem? How are you adapting your campaigns to account for regional differences in platform preference?
The Rise of Connected TV
Connected TV has experienced explosive growth in recent years,driven by the increasing adoption of streaming services and smart TVs. This trend is expected to continue as consumers cut the cord and embrace on-demand entertainment.According to Statista, the number of CTV users in the United States is projected to reach 148.4 million in 2025 [[2]]. This growth presents both opportunities and challenges for advertisers seeking to reach engaged audiences.
- What is CTV market share? It represents the percentage of ad impressions delivered through specific connected TV devices or platforms.
- Why is regional CTV market share vital? Different devices dominate in different regions, impacting advertising reach and effectiveness.
- How does Pixalate measure CTV market share? Pixalate analyzes billions of programmatic ad transactions to determine device market share.
- What is programmatic advertising? It’s the automated buying and selling of ad space in real-time.
- What are the top five CTV devices globally? Roku, Amazon, Samsung, Apple, and LG currently hold the largest shares.
The CTV landscape is dynamic and competitive. Staying informed about market trends and regional variations is crucial for success. We encourage you to share this article with your colleagues and join the conversation in the comments below. Don’t forget to subscribe to World Today News for the latest insights on the evolving media landscape.
