During Q4 2021, 260 CTV apps were delisted from the market
According to Pixalate’s data, 260 CTV apps were delisted over Q4 2021 across Roku and Amazon Fire TV app stores. The vast majority of them, 93%, were delisted from the Roku Channel Store.
15% (39 out of 260) of the delisted apps had programmatic ads, per Pixalate. According to Pixalate’s estimates, programmatic advertisers spent at least $250,000 on these apps in Q4 2021 prior to delisting. App-ads.txt files were found on fewer than 30% of the delisted apps (73 out of 260).
Roku was the market leader during the first half of 2021, accounting for 45% of open programmatic ad spend* in CTV, while Amazon obtained 14%. We provide a comprehensive analysis of the state of open programmatic CTV advertising through the first half of 2021 in our Global Connected TV Ad Supply Chain Trends Report: H1 2021.
Top 5 Roku delisted CTV Apps in Q4 2021
The top 5 delisted Roku apps, based on user ratings, had over 76,000 combined user ratings prior to delisting. These were: Now, Cinépolis KLIC, CW Seed, Paramount Plus, and UKTV Play. They accounted for more than 62% of all user ratings among apps delisted during the quarter.
Fire TV delisted apps account for 19,084 user ratings, while Sonic The Hedgehog 2 and Tube App (for YouTube) compose almost 60% of total ratings among delisted apps (about 5,500 each).
The largest delisted CTV apps were DIY Network Go and CW Seed, with approximately half-million daily active users (DAU), according to Pixalate’s estimates.
Top 3 categories for delisted Roku CTV apps are Movies, Faith and Food
Within Roku, the Movies & TV category had the most delisted apps in Q4 2021, at 89. The next categories were Faith-Based and Home & Food, with 32 and 10 delisted CTV apps, respectively.
Delisted CTV apps from Fire TV were mostly games (37%), followed by Social (25%) and Movies (25%).
*Programmatic ad sales, as measured by Pixalate, are used as a proxy for ad spend.
Apps can be delisted for a variety of reasons, and Pixalate is neither asserting nor assigning a reason for any delisting action. Additionally, the initiator of the delisting is not generally publicly-available information, so it is often not possible to know whether the removal was triggered by the app store or the developer. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report facts as they pertain to delisted Roku and Amazon Fire TV apps.
Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary 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 - opinion, not facts or guarantees.
Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”