--- title: Q1 2026 CTV Ad Supply Chain Trends Report description: Pixalate’s Q1 2026 CTV Ad Supply Chain Trends Report contains a comprehensive analysis of the state of programmatic CTV advertising. image: https://www.pixalate.com/hubfs/Blog%20Media/2025%20Covers%20and%20Images/CTV%20Ad%20Supply%20Chain%20Trends%20Report%20-%20Global%20landing%20page%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) [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 Q1 2026 CTV Ad Supply Chain Trends Report: Roku Leads in North America (36% SOV) and LATAM (42%); global programmatic CTV ad spend at over $6B Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) May 25, 2026 9:00:00 AM *According to Pixalate’s research, based on an analysis of over 19 billion global CTV open programmatic ad transactions in Q1 2026,** *Samsung led with 28% Share of Voice (SOV) in EMEA and Aiwa led with 21% SOV in APAC **LONDON, May 25, 2026 -- **[Pixalate](https://www.pixalate.com/), an ad fraud and privacy compliance platform, today released the [Q1 2026 Global Connected TV (CTV) Ad Supply Chain Trends Report](https://www.pixalate.com/ctv-ad-supply-chain-trends-report). The report includes regional data for North America (United States and Canada), Europe, and Latin America [LATAM]. 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). The reports cover CTV ad spend trends worldwide and in key global adtech economies markets across Roku, Samsung Smart TV, Amazon Fire TV, LG Smart TV and Apple TV. The detailed reports include ad fraud rates, popular app categories, CTV device market share statistics, invalid traffic rates (IVT, including ad fraud), and more.  ## **Regional Key Findings** ## **North America** - Roku led with 36% Share of Voice (SOV) market share, followed by Amazon Fire TV (19%), Samsung Smart TV (15%), Apple TV (13%) and LG (4%) ## **LATAM** - Roku was No. 1 with 42% SOV market share, followed by LG Smart TV (15%), Aiwa (11%), Samsung (9%) and TCL (4%) ## **EMEA** - Samsung led with 28% SOV, followed by Amazon Fire TV (10%), Roku (8%), TCL (6%) and Xiaomi (5%) ## **APAC** - Aiwa led with 21%, followed by Jio (18%) Xiaomi (11%), TCL (10%) and Sony (6%) ## **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: - Over $6 billion in global open programmatic CTV ad spend was recorded during Q1 2026 (24% YoY increase, inclusive of IVT) - 25% of global CTV open programmatic ad traffic in Q1 2026 was identified as invalid traffic (IVT), including ad fraud - 67% of global Amazon Fire TV ad traffic went to apps in the ‘Movies & TV’ category, while 16% went to ‘Sports’ apps and 13% to ‘News & Weather’ apps - Amazon Fire TV traffic had the lowest rate of Ad Fraud (IVT) among the measured CTV platforms, at 15% - Pluto TV (Bundle ID: 751712884) by Pluto.tv saw the lowest volume of IVT open programmatic ad impressions on Apple TV. - **Count of Apps in Leading CTV App Stores, Including Apps with app-ads.txt (apps with ads enabled): **116K apps are listed on Amazon Fire TV globally, including 18K that have app-ads.txt files. Roku (53K, app-ads.txt files: 13K), Apple TV (26K, 3K), LG TV (7K, 2K), and Samsung Smart TV (6K, 1K). Pixalate’s data science team analyzed over 19 billion open programmatic advertising transactions across 210,000 CTV devices in Q1 2026 to compile this research. Download and explore the complete Q1 2026 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 Q1 2026 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 [**](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’s Q1 2026 Report Finds 65% of CTV Bundle IDs Were Malformed, Unidentified, &/or Fraudulent on Apple TV, LG (74%), Samsung Smart TV (60%), Roku (17%), & Amazon Fire TV (51%)](https://www.pixalate.com/blog/q1-2026-malformed-fraudulent-ctv-bundle-ids-risk-report) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Releases May 2026 AdFraud IPv4 and IPv6 Addresses Reports Based on Its Indicators Of Compromise-Database →](https://www.pixalate.com/blog/pixalate-releases-may-2026-adfraud-ipv4-and-ipv6-addresses-reports) ## 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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