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Apps in Amazon Fire TV supporting open programmatic advertising soared 30% YoY

Nov 11, 2021 11:52:51 AM
3 things to know:
      • The number of all apps in the Amazon Fire TV Channel Store increased by 15% YoY.
      • However, the number of apps supporting open programmatic advertising rose by 30% YoY.
      • Amazon has a 14% share of voice of the open programmatic CTV ad market, second only to Roku (45%).

The Connected TV (CTV) programmatic ad market is booming and has become an attractive place to allocate marketing budgets. Over the last two years, ad spend on programmatic CTV rose by 210% globally. 

Amazon is one of the strongest and fastest-growing players in the field. With a 14% share of voice of the open programmatic CTV ad market, Amazon is only behind Roku (45%). Amazon is also the third fastest-growing platform in programmatic CTV advertising share of voice YoY behind only Samsung and Vizio, according to Pixalate’s data.

In this blog, you can find insights about how the Amazon Fire TV Channel Store changed recently regarding the number of apps and supporting open programmatic CTV advertising. More insights can be found in our H1 2021 Global Connected TV (CTV) Ad Supply Chain Trends Report.

The rise of programmatic advertising in Amazon Fire TV

The number of all apps in the Amazon Fire TV Channel Store increased by 15% YoY. But, in Q221, there were 6% fewer apps than in Q420. Compared to Roku’s 27% rise YoY, this rate was significantly lower.

However, the number of apps supporting open programmatic advertising rose by 30% YoY on Amazon’s CTV platform. By comparison, on the Roku platform, there was a 49% YoY rise of apps supporting open programmatic advertising.

Download the H1 2021 Global Connected TV (CTV) Ad Supply Chain Trends Report for more.

Download Report

Disclaimer  

The content of this report reflects Pixalate’s opinions with respect to the 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 programmatic advertising activity across CTV apps in the time period studied. Pixalate does not independently verify third-party information.

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