--- title: Pixalate’s Q1 2025 Connected TV (CTV) Device Market Share Report description: Pixalate's Q1 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-%20Q1%202025%20-%20email%20cover.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) | 2 min read # Pixalate’s Q1 2025 Connected TV Device Market Share Reports: Roku Leads in US (38%), Mexico (73%) and UK (25%); Apple TV No. 1 in Canada (25%) Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Apr 14, 2025 1:00:00 PM *According to Pixalate’s research, Amazon Fire TV’s device market share in the US increased 65% year-over-year. Apple TV and Samsung also gained YoY market share in the U.S.* London, April 14, 2025 -- [Pixalate](https://www.globenewswire.com/Tracker?data=60MMPAGvGhqaDdK_XZpKb9dj-RmDmfiShM5hINb0vkPuwpuNCB8-KpDgGOhgZJ_feXF3g41Q5jqy6RBau-HxNw==), the global market-leading ad fraud protection, privacy, and compliance analytics platform, today released the [Global Q1 2025 CTV Device Market Share Report](https://www.pixalate.com/ctv-device-global-market-share-report-global), as well as reports for 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 26 billion global open programmatic ad transactions on CTV devices from Q1 2024 to Q1 2025 to compile this research. ## **Key Findings:** ## **U.S.** - **Roku** led in CTV device market share in the USA (38%), followed by Amazon Fire TV (18%), Apple TV (13%), Samsung Smart TV (12%), and LG (5%) rounding out the top 5 - **YoY Growth**: Amazon Fire TV (+65% YoY), Apple TV (+43% YoY), Samsung (+5% YoY ## **Canada** - **Apple TV** led in CTV device market share with 25% SOV, followed by Roku (25%), Amazon Fire TV (20%), Samsung (13%), and Xiaomi (4%) - **YoY Growth**: Apple TV (+128% YoY), Xiaomi (+44% YoY), Amazon Fire TV (+22% YoY) ## **UK** - **Roku **led in CTV device market share with 25% SOV, followed by Amazon Fire TV (23%), Samsung (19%), LG (13%), and Apple TV (8%) - Apple TV gained CTV market share of 149% YoY - **YoY Growth**: LG (+12%) and Samsung (+24%) also gained YoY market share ## **Mexico** - **Roku** led in CTV device market share with 73%, followed by Samsung (16%), Amazon (3%), LG (2%), and Hisense (2%) rounding out the top five CTV devices for market share - **YoY Growth**: Roku (+44% YoY) and Hisense (+35% YoY) ## **Global** - **Roku** led in CTV device market share in North America (38%) and LATAM (48%) - Samsung Smart TV led in CTV device market share in EMEA (25%) and APAC (24%) **Download the CTV Device Market Share Reports** [![Canada](https://no-cache.hubspot.com/cta/default/2364596/ce3563fb-2dbb-4182-b595-33dd185ddb6d.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/ce3563fb-2dbb-4182-b595-33dd185ddb6d)    [![Mexico](https://no-cache.hubspot.com/cta/default/2364596/43d93bd0-b5da-4aeb-b258-fd59d9b6c438.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/43d93bd0-b5da-4aeb-b258-fd59d9b6c438)    [![Global](https://no-cache.hubspot.com/cta/default/2364596/7fea2372-db73-47de-98a3-ec3780f6fa38.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/7fea2372-db73-47de-98a3-ec3780f6fa38) [![USA](https://no-cache.hubspot.com/cta/default/2364596/cc7ae72d-9cc7-40f4-af36-198e5d960ade.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/cc7ae72d-9cc7-40f4-af36-198e5d960ade)    [![UK](https://no-cache.hubspot.com/cta/default/2364596/fc3bb8e5-63ec-45d2-b508-deeb2ca952ef.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/fc3bb8e5-63ec-45d2-b508-deeb2ca952ef) **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 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 ### 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 Week in Review: April 7 - April 11, 2025](https://www.pixalate.com/blog/april-11-2025) [** ](https://www.pixalate.com/blog) Next Story [Pixalate’s March 2025 Top Grossing Mobile & CTV Apps in LATAM: ‘ViX’ No. 1 on Roku, Amazon Fire TV & Samsung Smart TV in Mexico; ‘Space shooter’ Leads in Brazil on Google Play Store →](https://www.pixalate.com/blog/march-2025-top-grossing-mobile-and-ctv-apps-in-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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