New data from Pixalate shows that over 85% of programmatic TV advertising impressions occur in the United States.
Pixalate measured worldwide Connected TV/OTT programmatic ad impressions throughout 2017 for this study. The United States easily leads the way, with 85.7% of all Q3 2017 programmatic TV ad impressions being served in that region.
In Q3 2017, the top 10 countries in terms of programmatic TV market share were:
In terms of volume (the raw number of programmatic TV advertising impressions served within each country), the United States saw a 6x growth in programmatic TV volume.
Notable countries that saw a large increase in programmatic TV volume in 2017:
Notable countries that saw a decrease in programmatic TV volume in 2017:
The United States has seen its share of the programmatic TV ad marketplace grow from roughly 70-75% in Q1 to over 85% in Q3. Here is a chart showing the month-over-month change in the United States’ market share:
Takeaways:
The U.S. saw a 12.94% change in term of its Q1 2017 market share (72.76%) to its Q3 2017 market share (85.70%). No other country saw as big of a change.
In fact, Australia (up 5.92% in Q3 vs. Q1) was the only other country to grow at a rate higher than 1%.
New Zealand (up 0.28%), Saudi Arabia (up 0.16%), and Russia (up 0.03%) round out the top five.
On the flip side, Canada saw its share of the programmatic TV ad impression marketplace drop from 7.19% in Q1 to 1.07% in Q3, for a drop of 6.12%. This was the largest dip of any country in the world. While Canada’s raw programmatic TV volume did increase by 40% throughout the year, it didn’t rise nearly as fast as some of the other leading countries, and thus saw its market share decrease.
Another notable country to lose market share was the United Kingdom, which saw its share fall 3.43% (down from 4.72% to 1.29%). As noted above, the U.K. also saw a decrease in raw programmatic TV volume, so a dip in market share was to be expected.
Spain (down 2.87%), Vietnam (down 1.33%) and Japan (1.04%) were the other countries that lost at least 1% market share from Q1 to Q3.
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