According to Pixalate’s research, Roku has the highest Connected TV (CTV) device market share globally, with 36% share of voice (SOV) in Q2 2026
LONDON, September 17, 2026 -- Pixalate, an ad fraud and privacy compliance platform, today released the Global Q2 2026 Connected TV (CTV) Device Market Share Report. The report also includes regional data for North America, Europe, Middle-East and Africa (EMEA), Latin America (LATAM) and Asia Pacific (APAC).
Pixalate’s Global CTV Device Market Share Report analyzes 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 15B global open programmatic ad impressions on Connected TV (CTV) devices from Q3 2025 to Q2 2026 to compile this research.
Download the Q2 2026 CTV Device Market Share Report:
About Pixalate
Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. Founded in 2012 and recognized by UNICEF as a "key innovator" for children's online privacy, 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 CTV Device Global Market Share Report (the “Report”), 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 programmatic advertising activity across in the time period studied. Per the Media Rating Council (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.” Where the traffic characteristics are suggestive of deliberate intent to mislead, such IVT is often referred to as “ad fraud.” Also 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.”
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