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, the leading global platform for ad fraud protection, privacy, and compliance analytics, today released the Global Q4 2025 CTV Device Market Share Report, as well as reports for the North America, EMEA, LATAM, APAC, the United Kingdom (UK), United States (U.S.), Canada, and 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):
Download the Q4 2025 CTV Device Market Share Reports:
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.
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Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary 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 - opinion, not facts or guarantees.
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. Also per the 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.”
