--- title: Pixalate’s Q4 2025 Connected TV (CTV) Device Market Share Report description: Pixalate's Q4 2025 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/CTV%20Device%20Market%20Share%20Report%20-%20Q4%202025.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) [CTV](https://www.pixalate.com/blog/topic/ctv) | [Market Share](https://www.pixalate.com/blog/topic/market-share) | 3 min read # Pixalate’s Q4 2025 Global Connected TV Device Market Share Reports: Roku Leads in North America (32%) and LATAM (30%), Xiaomi No. 1 in APAC (15%), Samsung Smart TV Leads in EMEA (24%) Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Mar 16, 2026 9:00:00 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. (32%) and Mexico (29%), while Samsung Smart TV was No. 1 in SOV (25%) in the United Kingdom (UK).* London, March 16, 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 Q4 2025 CTV Device Market Share Report](https://www.pixalate.com/ctv-device-global-market-share-report-global), as well as reports for the [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 Q4 2025 to compile this research. **Key Findings (Regional):** ## **Global:** - **Roku** led in CTV device market share in the Western Hemisphere in Q4 2025, capturing 32% Market Share of Voice (SOV) in North America and 30% SOV in LATAM - Samsung Smart TV led in CTV device market share in EMEA (24% SOV) - Xiaomi led in APAC (15% SOV) ## **North America:** - **Roku** led in CTV device market share in North America (32% SOV), followed by Amazon Fire TV (16% SOV), Apple TV (15% SOV), and Samsung Smart TV (14% SOV) - LG had the highest Quarter-over-Quarter (QoQ) growth (+79%) ## **APAC:** - **Xiaomi** (15% SOV) led in CTV device market share in APAC, followed by - Jio (14% SOV), Sony (13% SOV), and TCL (12%). - Sony had the highest Quarter-over-Quarter (QoQ) growth (+142%) ## **LATAM** - **Roku** (30% SOV) led in CTV device market share in LATAM, followed by Samsung Smart TV (25% SOV), LG (12% SOV), and Aiwa (10% SOV). - Samsung Smart TV had the highest Quarter-over-Quarter (QoQ) growth (+95%) ## **EMEA** - **Samsung Smart TV** (24% SOV) led in CTV device market share in EMEA, followed by Amazon Fire TV (14% SOV), Apple TV (10% SOV), and Roku (9% SOV). - Samsung Smart TV had the highest Quarter-over-Quarter (QoQ) growth (+13%) ## **Key Findings (Countries):** **U.S.:** - **Roku** led in CTV device market share in the U.S. (32% SOV), followed by Amazon Fire TV (16% SOV), Apple (15% SOV), Samsung Smart TV (14% SOV), and LG (10% SOV), rounding out the top 5 - **Quarter-over-Quarter (QoQ) Growth**: LG (+79% QoQ), Amazon Fire TV (+12% QoQ) ## **Canada**: - **Apple** led in CTV device market share with 41% SOV, followed by Roku (19% SOV), Amazon Fire TV (11% SOV), Samsung Smart TV (10% SOV), and Hisense (2%) - **Quarter-over-Quarter (QoQ) Growth**: Hisense (+46% QoQ), Samsung Smart TV (+46% QoQ) ## **UK:** - **Samsung Smart TV **led in CTV device market share with 25% SOV, followed by Amazon Fire TV (23% SOV), Apple TV (17% SOV), and Roku (12% SOV) - **Quarter-over-Quarter (QoQ) Growth**: Samsung Smart TV (+48% QoQ), Apple TV (+19% QoQ) ## **Mexico:** - **Roku** led in CTV device market share with 29% SOV, followed by Samsung Smart TV (26% SOV), LG (11% SOV), and Aiwa (9% SOV) - **Quarter-over-Quarter (QoQ) Growth**: LG (+283% QoQ), Hisense (+126% QoQ) **Download the Q4 2025 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 Q4 2025 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 Launches DEFASED Pre-Bid Blocklist for CTV: Daily Updated List of Apps Delisted From Roku, Amazon Fire TV, Apple TV, Samsung, and LG — With App ID, App Name, Removal Date for 100+ Countries](https://www.pixalate.com/blog/pixalate-launches-defased-pre-bid-blocklist-for-ctv-a-daily-updated-list-of-apps-delisted-from-roku-amazon-fire-tv-apple-tv-samsung-and-lg) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Releases Q4 2025 LATAM SSP Market Share Rankings for Mobile Apps: Flat Ads No. 1 in Mexico on Google Play Store (32%), Digital Turbine tops Apple App Store (20%) →](https://www.pixalate.com/blog/pixalates-q4-2025-ssp-market-share-report-latam) ## 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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