--- title: Pixalate’s Q3 2025 CTV Ad Supply Chain Trends Report description: Pixalate’s Q3 2025 CTV Ad Supply Chain Trends Report contains a comprehensive analysis of the state of programmatic CTV advertising. image: https://www.pixalate.com/hubfs/Q3%202025%20CTV%20Ad%20Supply%20Chain%20Trends%20Report%20-%20Global.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) [Ad Fraud](https://www.pixalate.com/blog/topic/ad-fraud) | [CTV](https://www.pixalate.com/blog/topic/ctv) | [Research Reports](https://www.pixalate.com/blog/topic/research-reports) | 3 min read # Pixalate’s Q3 2025 CTV Ad Supply Chain Trends Report: Hisense Drives Major Q3 Adoption (+138% QoQ) in North America CTV Market Share; Roku Leads in North America (36% SOV) Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Dec 1, 2025 9:00:00 AM *According to Pixalate’s research, based on an analysis of over 9 billion global CTV open programmatic ad transactions,** **Hisense secured a top-10 position in North America, LATAM, EMEA, and APAC each. CTV newcomers Skyworth and Horizon gained market share in EMEA and APAC as market fragmentation accelerates * **LONDON, December 1, 2025 -- **[Pixalate](https://www.pixalate.com/), leading global platform for ad fraud protection, privacy, and compliance analytics, released the [Q3 2025 Global Connected TV (CTV) Ad Supply Chain Trends Report](https://www.pixalate.com/ctv-ad-supply-chain-trends-report). The reports include regional data for North America (United States and Canada), Europe, Asia, the Middle East [EMEA], Latin America [LATAM], and Asia-Pacific (APAC). Pixalate also released country-level reports for the [United States](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-usa), [Canada](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-canada), the [United Kingdom](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-uk), and [Mexico](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-mexico). Hisense ranked within the top 10 devices in all four regions: North America (7th), LATAM (8th), EMEA (7th), and APAC (5th). Skyworth and Horizen entered EMEA’s top 10. Roku, Samsung Smart TV, and Xiaomi maintained regional leads. Pixalate’s CTV Market Share of Voice (SOV) is based on the percentage of open programmatic ads delivered to specific devices in Q3 2025. Open programmatic ad impressions serve as a proxy for device usage and household penetration.  ## **Regional Key Findings** ## **North America** - Roku led with 36% SOV market share, followed by Apple TV (12%), Amazon Fire TV (12%), Samsung Smart TV (12%), LG (7%), and Hisense entered the top 10 (7th place) ## **LATAM** - Roku was No. 1 with 45% SOV market share, followed by Samsung (8%), Aiwa (7%), LG Smart TV (7%), TCL (6%), and Hisense, which ranked 8th ## **EMEA** - Samsung led with 33% SOV, followed by Amazon Fire TV (14%), Roku (11%), Apple TV (6%), LG (6%), and Hisense, which ranked 7th, while Skyworth and Horizon entered the top 10 ## **APAC** - Xiaomi led with 24% SOV market share, followed by TCL (9%), Apple (7%), Samsung (6%), and Hisense ranked 5th (highest placement globally) ## **Global Findings, including Invalid Traffic (IVT) and Ad Spend Trends** Pixalate measures device market share using open programmatic ad transactions, tracking actual device usage rather than units sold. Pixalate’s research found that: - There is $6.1 billion in global open programmatic CTV ad spend during Q3 2925 (2% YoY increase, inclusive of IVT) - 19% of global CTV open programmatic ad traffic in Q3 2025 was invalid traffic (IVT)  - Roku had the lowest global ad fraud IVT rate, while Samsung Smart TV had the highest at 36% - LG Smart TV had the highest rate of unmapped Bundle IDs, with 59% of ad traffic not using official App Store IDs - 75% of Amazon Fire TV ad traffic went to ‘Movies & TV’ apps, 11% to ‘Sports’, and 9% to ‘News’ apps - CTV app ‘Plex’ saw the highest volume of non-IVT ad impressions on Apple TV Pixalate’s data science team analyzed over 9 billion open programmatic advertising transactions across 112,000 CTV devices in Q3 2025 to compile this research. Download and explore the complete Q3 2025 CTV Ad Supply Chain Trends Reports: - [United States](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-usa) - [Canada](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-canada) - [United Kingdom](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-uk) - [Mexico](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-mexico) - [Global](https://www.pixalate.com/ctv-ad-supply-chain-trends-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, 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](https://www.pixalate.com/) **Disclaimer** *The content of this press release, and the Global Q3 2025 CTV Device Market Share Reports  (the "Report"), **reflects Pixalate's opinions with respect to factors that Pixalate believes may 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.”* ### 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's November 2025 Recap: Hisense Drove Adoption, IVT On the Rise, etc.](https://www.pixalate.com/blog/pixalates-november-2025-recap) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Releases Q3 2025 Global Made for Advertising (MFA) Benchmarks Report for Mobile Apps →](https://www.pixalate.com/blog/q3-2025-global-made-for-advertising-mfa-benchmarks-report-for-mobile-apps) ## You May Also Like These Stories on Ad Fraud [![](https://www.pixalate.com/hubfs/vMVPD%20Apps%20Traffic%20Analysis%20Report%20blog%20cover.png) ](https://www.pixalate.com/blog/pixalate-releases-global-top-20-most-popular-ctv-virtual-multichannel-video-programming-distribution-vmvpd-apps-reports-for-q1-2026) [Ad Fraud](https://www.pixalate.com/blog/topic/ad-fraud) ### [Global Top 20 Most Popular CTV Virtual Multichannel Video Programming Distribution (vMVPD) Apps Reports for Q1 2026: ‘Hulu’ No. 1 on Apple TV, ‘Tubi’ Leads on Roku, ‘Pluto TV’ leads on Amazon Fire TV](https://www.pixalate.com/blog/pixalate-releases-global-top-20-most-popular-ctv-virtual-multichannel-video-programming-distribution-vmvpd-apps-reports-for-q1-2026) Jun 10, 2026 9:00:00 AM | 3 min read [![](https://www.pixalate.com/hubfs/Blog%20Media/2026%20Covers%20and%20Images/MONTHLY%20MOST%20COMMON%20MOBILE%20AD%20FRAUD%20TYPES%20GOOGLE%20-%20APPLE%20BLOG%20COVER.png) ](https://www.pixalate.com/blog/pixalates-may-2026-most-common-mobile-app-ad-fraud-types) [Ad Fraud](https://www.pixalate.com/blog/topic/ad-fraud) ### [Pixalate Releases May 2026 Most Common Mobile App Ad Fraud Types: ‘High Risk Device ID’ Most Common Type Across Google Play Store (32%); 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