--- title: "2020 Programmatic Connected TV/OTT report: 70% rise in ad spend despite COVID-19 pandemic; 72% of US households now reachable" description: "Pixalate Q3 2020 State of Connected TV/OTT: Ad Supply Trends Report examines how the programmatic OTT/CTV advertising marketplace changed in 2020." image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/Q3-2020-OTT-CTV-Ad-Supply-Trends-Pixalate-Cover.png --- [![pixalate-full-logo](https://www.pixalate.com/hs-fs/hubfs/Pixalate_Logos/pixalate-full-logo.jpg?width=150&height=60&name=pixalate-full-logo.jpg "pixalate-full-logo")](https://www.pixalate.com) Search **Menu** ** ** ![](https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/Q3-2020-OTT-CTV-Ad-Supply-Trends-Pixalate-Cover.png) [CTV](https://www.pixalate.com/blog/topic/ctv) | [Research Reports](https://www.pixalate.com/blog/topic/research-reports) | 2 min read # 2020 Programmatic Connected TV/OTT report: 70% rise in ad spend despite COVID-19 pandemic; 72% of US households now reachable Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Nov 16, 2020 8:30:00 AM *Programmatic OTT/CTV advertising marketplace continues rapid growth in 2020 despite ad fraud rates hovering around 20%; Apple TV gains significant market share, but Roku remains the top OTT/CTV device* **PALO ALTO, Calif., November 16, 2020** -- [Pixalate](https://www.pixalate.com/), a global ad fraud intelligence and marketing compliance platform, today released the [Q3 2020 State of Connected TV/OTT: Ad Supply Trends Report](https://info.pixalate.com/connected-tv-ctv-ott-ad-supply-trends-report-q3-2020). The report examines how the programmatic OTT/CTV advertising marketplace changed from Q1 2020 to Q3 2020 during the global pandemic. **Key Findings: Programmatic Connected TV/OTT ad spend rises 70% in 2020** - **OTT/CTV ad spend:** Connected TV (CTV) / over-the-top (OTT) ad spend rose 70% between Q1 and Q3 2020 - **U.S. household reach:** Nearly three-fourths (72%) of U.S. households are now reachable by programmatic OTT/CTV advertising, up from 59% in Q1 2020 - **Ad fraud (invalid traffic): **Ad fraud, or invalid traffic (IVT), in programmatic OTT/CTV advertising remained around 20% throughout 2020 - **OTT/CTV device types**: The majority (49%) of programmatic OTT/CTV ads go to Roku devices, but Apple TV saw the largest market share increase (+175%) in 2020 - **‘Premium Services’ apps leap:** Apps in the ‘Premium Services’ category on Roku saw a 64% increase in programmatic ad market share from Q1 to Q3 2020 The report also reveals that the Roku (+23%) and Amazon Fire TV (+19%) app stores both grew between Q1 and Q3 2020. Hulu, Sling TV, Pluto TV, and Tubi are among the most popular apps. **What's inside the report** Pixalate's [State of Connected TV/OTT: Ad Supply Trends Q3 2020 Report](https://info.pixalate.com/connected-tv-ctv-ott-ad-supply-trends-report-q3-2020) includes: - Global and regional OTT/CTV ad spend trends - Programmatic ad market share by device and operating system - Top OTT/CTV apps and platforms - Roku and Amazon Fire TV app store trends - Invalid Traffic (IVT) rates Download a free copy of the [State of Connected TV/OTT: Ad Supply Trends Q3 2020 Report](https://info.pixalate.com/connected-tv-ctv-ott-ad-supply-trends-report-q3-2020) today. [![See The Research](https://no-cache.hubspot.com/cta/default/2364596/83998545-7977-4174-a791-46ecc9740b0f.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/83998545-7977-4174-a791-46ecc9740b0f) **Follow Pixalate** - [Blog](https://c212.net/c/link/?t=0&l=en&o=2776973-1&h=125551950&u=https%3A%2F%2Fblog.pixalate.com%2F&a=Blog) - [LinkedIn](https://c212.net/c/link/?t=0&l=en&o=2776973-1&h=1092426492&u=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fpixalate&a=LinkedIn) - [Twitter](https://c212.net/c/link/?t=0&l=en&o=2776973-1&h=1892333288&u=https%3A%2F%2Ftwitter.com%2Fpixalateinc&a=Twitter) **About Pixalate** Pixalate, a global ad fraud intelligence and marketing compliance platform, works with brands and platforms to prevent invalid traffic and improve ad inventory quality. We offer the only system of coordinated solutions across display, app, video, and OTT/CTV for better detection and elimination of ad fraud. Pixalate is an **MRC-accredited service for the detection and filtration of sophisticated invalid traffic** (SIVT) across desktop and mobile web, mobile in-app, and OTT/CTV advertising. [www.pixalate.com](https://c212.net/c/link/?t=0&l=en&o=2776973-1&h=479447229&u=https%3A%2F%2Fwww.pixalate.com%2F&a=www.pixalate.com) **Disclaimer** The content of this press release, and the State of Connected TV/OTT: Ad Supply Trends Q3 2020 Report (the "**Report**"), reflect Pixalate's opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Any insights shared are grounded in Pixalate's proprietary technology and analytics, which Pixalate is continuously evaluating and updating. As cited in the Report and referenced in the Report's key findings reproduced herein, programmatic ad transactions, as measured by Pixalate, are used as a proxy for ad spend. The Report examines U.S. advertising activity. Per the [Media Rating Council (MRC)](http://mediaratingcouncil.org/101515_IVT%20Addendum%20FINAL%20(Version%201.0).pdf), “'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](http://www.mediaratingcouncil.org/063014%20Viewable%20Ad%20Impression%20Guideline_Final.pdf), “‘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.” Any references to outside sources in the Report and herein should not be construed as endorsements. Pixalate's opinions are just that, opinions, which means that they are neither facts nor guarantees. **MEDIA CONTACT** info@pixalate.com ### Search Blog Search ### Follow Pixalate ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) Previous Story [← Pixalate Week in Review: November 9 - 13, 2020](https://www.pixalate.com/blog/programmatic-ad-fraud-news-november-13-2020) [** ](https://www.pixalate.com/blog) Next Story [49% of all programmatic OTT/CTV ads go to Roku devices (Q3 2020) →](https://www.pixalate.com/blog/connected-tv-ctv-ott-ad-device-type-programmatic-market-share) ## You May Also Like These Stories on CTV [![](https://www.pixalate.com/hubfs/Blog%20Media/2026%20Covers%20and%20Images/OpenEPG%20landing%20page%20hero%20image.png) ](https://www.pixalate.com/blog/pixalate-launches-openepg-1.0-analytics-to-bring-linear-tv-grade-measurement-verification-to-open-programmatic-ctv) [Mobile](https://www.pixalate.com/blog/topic/mobile) ### [Pixalate Launches OpenEPG™ 1.0 Analytics to Bring Linear TV-Grade Measurement & Verification to Open Programmatic CTV; 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