--- title: Pixalate’s Q1 2026 Connected TV (CTV) Device Market Share Report description: Pixalate's Q1 2026 CTV Device Global Market Share Report provides a market analysis of the top CTV devices based on open programmatic ad traffic. image: https://www.pixalate.com/hubfs/Pixalate%20-%20CTV%20Device%20Market%20Share%20Report%20-%20Q1%202026%20-%20Global-1.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/pixalate-blog-bg.png) [APAC](https://www.pixalate.com/blog/topic/apac) | [EMEA](https://www.pixalate.com/blog/topic/emea) | [CTV](https://www.pixalate.com/blog/topic/ctv) | [North America](https://www.pixalate.com/blog/topic/north-america) | [LATAM](https://www.pixalate.com/blog/topic/latam) | [Market Share](https://www.pixalate.com/blog/topic/market-share) | [Global](https://www.pixalate.com/blog/topic/global) | 3 min read # Pixalate’s Q1 2026 Global Connected TV Device Market Share Reports: Roku Leads in North America (36%) and LATAM (42%), Aiwa No. 1 in APAC (21%), Samsung Smart TV Leads in EMEA (28%) Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Apr 30, 2026 8:00:00 AM *According to Pixalate’s research, which analyzed over 18 billion global CTV open programmatic ad transactions, Roku leads in share of voice (SOV) in the U.S. (36%) and Mexico (55%), while Samsung Smart TV was No. 1 in SOV (31%) in the United Kingdom (UK).* London, April 30, 2026 -- [Pixalate](https://www.globenewswire.com/Tracker?data=60MMPAGvGhqaDdK_XZpKb9dj-RmDmfiShM5hINb0vkPuwpuNCB8-KpDgGOhgZJ_feXF3g41Q5jqy6RBau-HxNw==), the leading global platform for ad fraud protection, privacy, and compliance analytics, today released the [Global Q1 2026 CTV Device Market Share Report](https://www.pixalate.com/ctv-device-global-market-share-report-global), as well as reports for [North America](https://www.pixalate.com/ctv-device-market-share-report-north-america), [EMEA](https://www.pixalate.com/ctv-device-market-share-report-emea), [LATAM](https://www.pixalate.com/ctv-device-market-share-report-latam), [APAC](https://www.pixalate.com/ctv-device-market-share-report-apac), the [United Kingdom (UK)](https://www.pixalate.com/ctv-device-market-share-report-uk), [United States (U.S.)](https://www.pixalate.com/ctv-device-market-share-report-usa), [Canada](https://www.pixalate.com/ctv-device-market-share-report-canada), and [Mexico](https://www.pixalate.com/ctv-device-market-share-report-mexico). Pixalate’s CTV Device Market Share Reports analyze data to break down the top CTV devices in each country by 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 18 billion global open programmatic ad transactions on CTV devices from Q1 2024 to Q1 2026 to compile this research. **Key Findings (Regional):** ## **Global:** - **Roku** led in CTV device market share in the Western Hemisphere in Q1 2026, capturing 36% Market Share of Voice (SOV) in North America and 36% SOV in LATAM - Samsung Smart TV led in CTV device market share in EMEA (28% SOV) - Aiwa led in APAC (21% SOV) ## **North America:** - **Roku** led in CTV device market share in North America (36 SOV), followed by Amazon Fire TV (19% SOV), Samsung Smart TV (15% SOV) and Apple TV (13% SOV), - Amazon Fire TV had the highest Quarter-over-Quarter (QoQ) growth (+18%) ## **APAC:** - Aiwa (21% SOV) led in CTV device market share in APAC, followed by Jio (18% SOV), Xiaomi (11% SOV), and TCL (10%). - Aiwa's market share more than doubled, increasing from 8% in Q4 2025 to 21% in Q1 2026, while Jio's market share grew by 25% QoQ ## **LATAM:** - **Roku** (42% SOV) led in CTV device market share in LATAM, followed by LG (15% SOV), Aiwa (11% SOV) and Samsung Smart TV (9% SOV). - Roku had the highest Quarter-over-Quarter (QoQ) growth (+42%) ## **EMEA:** - **Samsung Smart TV** (28% SOV) led in CTV device market share in EMEA, followed by Amazon Fire TV (10% SOV), Roku (8% SOV), TCL (6% SOV) - TCL had the highest Quarter-over-Quarter (QoQ) growth (+28%) ## **Key Findings (Countries):** **U.S.:** - **Roku** led in CTV device market share in the U.S. (36% SOV), followed by Amazon Fire TV (19% SOV), Samsung Smart TV (15% SOV), Apple (13% SOV), and LG (4% SOV) - **Quarter-over-Quarter (QoQ) Growth**: Amazon Fire TV (+12% QoQ), Samsung Smart TV (+79% QoQ ## **Canada**: - **Roku ** led in CTV device market share with 25% SOV, followed by Apple TV (21% SOV), Amazon Fire TV (19% SOV), Samsung Smart TV (19% SOV) - **Quarter-over-Quarter (QoQ) Growth**: Samsung Smart TV (+94% QoQ), Amazon Fire TV (+78% QoQ) ## **UK:** - **Samsung Smart TV **led in CTV device market share with 31% SOV, followed by Amazon Fire TV (15% SOV), Roku (12% SOV), Apple TV (17% SOV), and TCL (6% SOV) - **Quarter-over-Quarter (QoQ) Growth**: Samsung Smart TV (+25% QoQ) ## **Mexico:** - **Roku** led in CTV device market share with 55% SOV, followed by LG (12% SOV), Samsung Smart TV (8% SOV), and Izzi TV (5% SOV) - **Quarter-over-Quarter (QoQ) Growth**: Roku (+87% QoQ) **Download the Q1 2026 CTV Device Market Share Reports:** | - [United States](https://www.pixalate.com/ctv-device-market-share-report-usa) - [United Kingdom](https://www.pixalate.com/ctv-device-market-share-report-uk) - [Canada](https://www.pixalate.com/ctv-device-market-share-report-canada) - [Mexico](https://www.pixalate.com/ctv-device-market-share-report-mexico) - [Global](https://www.pixalate.com/ctv-device-global-market-share-report-global) | - [North America](https://www.pixalate.com/ctv-device-market-share-report-north-america) - [LATAM](https://www.pixalate.com/ctv-device-market-share-report-latam) - [EMEA](https://www.pixalate.com/ctv-device-market-share-report-emea) - [APAC](https://www.pixalate.com/ctv-device-market-share-report-apac) | | --- | --- |   **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 Q1 2026 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.* ### Search Blog Search ### Follow Pixalate [**](https://www.pixalate.com/hubfs/Pixalate%20Wechat.png?utm_campaign=Company%20News&utm_medium=email&_hsenc=p2ANqtz-_ZtCSHiG6VOXsk-H9wZxOKVhNZxU_38xbLSOf7jCI9cht_GS6NejKw3dZ_BY3kYiwF7Hc9ZWlilTmIVK5YSB9-baUW2w&_hsmi=336270631&utm_content=336270631&utm_source=hs_email) ### 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 Releases Q1 2026 North America Invalid Traffic (IVT) & Ad Fraud Benchmarks: United States Mobile Apps See 32% Invalid Traffic (IVT) Rate](https://www.pixalate.com/blog/q1-2026-ad-fraud-benchmarks-report-for-north-america) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Releases April 2026 Most Common Programmatic Ad Fraud Types in Connected TV (CTV) Apps: ‘Proxy’ Most Common on Samsung Smart TV & LG Smart TV, ‘App Spoofing’ Most Common on Roku & Apple TV →](https://www.pixalate.com/blog/pixalates-april-2026-most-common-programmatic-ad-fraud-types-in-ctv-apps) ## 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