Pixalate’s Q2 2025 Global Connected TV Device Market Share Reports: Roku Leads in North America (37%) and LATAM (45%), Samsung No. 1 in EMEA (33%), Xiaomi Leads in APAC (24%)

According to Pixalate’s research, based on an analysis of over 23 billion global CTV open programmatic ad transactions, Roku led in the U.S., Mexico, and Canada, while Samsung led in the United Kingdom

London, Aug. 06, 2025 (GLOBE NEWSWIRE) -- Pixalate, the leading ad fraud protection, privacy, and compliance analytics platform, today released the Global Q2 2025 Connected TV (CTV) Device Market Share Reports. The reports include country-level data for the United States, United Kingdom, Canada, and Mexico, as well as regional reports for North America, EMEA, LATAM, APAC, and Global.

Pixalate’s CTV Device Market Share Reports analyze advertising data to break down the top CTV devices in each country by estimated 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 23 billion global open programmatic ad transactions on CTV devices from Q2 2024 to Q2 2025 to compile this research.

Key Findings (Countries):

U.S.:

Roku led in CTV device market share in the USA (37%), followed by Amazon Fire TV (17%), Samsung Smart TV (12%), Apple (12%), and LG (7%), rounding out the top 5

Canada:

Roku led in CTV device market share with 32% SOV, followed by Apple (29%), Amazon Fire TV (19%), Samsung (6%), and TCL (3%)
- QoQ Growth: Apple TV (16% QoQ), Roku (29% QoQ)

UK:

Samsung led in CTV device market share with 32% SOV, followed by Amazon Fire TV (24%), Roku (19%), LG (7%), and Apple TV (6%)
- Apple TV saw CTV market share decrease by 24% QoQ
- Samsung (5%) gained QoQ market share

Mexico:

Roku led in CTV device market share with 74%, followed by Samsung (11%), LG (3%), TCL (2%), and Amazon (2%)
- QoQ Growth: TCL (188%), Roku (<1% QoQ), and LG (+74% QoQ)

Key Findings (Regional):

Global:

Roku led in CTV device market share in North America (37%) and LATAM (45%)
Samsung Smart TV led in CTV device market share in EMEA (33%)
Xiaomi led in APAC (24%)

North America:

Roku led in CTV device market share in North America (37%), followed by Amazon (17%), Apple (12%), Samsung (12%), and LG (7%)
LG had the highest QoQ growth, at 28%

APAC:

Xiaomi (24%) led in CTV device market share in APAC, followed by Apple (15%), Roku (12%), TCL (9%), and Samsung Smart TV (6%)

LATAM

Roku (45%) led in CTV device market share in LATAM, followed by TCL (12%), LG (12%), Samsung Smart TV (8%), and Aiwa (7%)
TCL had the highest QoQ growth (222%)

EMEA

Samsung Smart TV (33%) led in CTV device market share in EMEA, followed by LG (14%), Amazon (14%), Roku (11%), and Xiaomi (8%)
Xiaomi had the highest QoQ growth (65%)

Download the Q2 2025 CTV Device Market Share Reports

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 Q2 2025 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.

Nina Talcott
ntalcott@pixalate.com

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