--- title: Pixalate's Q2 2023 Apple TV CTV Trends Report description: "Pixalate Introduces Apple TV CTV Trends Report: Apple TV’s Estimated Global CTV Device Market Share Shrinks to 4% in Q2 2023." image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/Q2%202023%20Apple%20TV%20CTV%20Trends%20Report%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) | 2 min read # Pixalate Introduces Apple TV CTV Trends Report: Apple TV’s Estimated Global CTV Device Market Share Shrinks to 4% in Q2 2023 Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Sep 14, 2023 10:30:00 AM *Apple TV’s estimated CTV device market share drops to 4%, down from 9% one year ago, while Roku (45%), Samsung (20%), and Amazon (9%) all lead.* **LONDON, September 14, 2023 **-- [Pixalate](https://www.pixalate.com/), the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, introduces the [Apple TV CTV Trends Report Q2 2023](https://www.pixalate.com/apple-tv-ctv-trends-report), analyzing Apple TV’s position in the CTV device landscape and the open programmatic advertising marketplace.   The report provides a deep dive into CTV trends related to Apple TV, including estimated device market share by global region (using ad sales as a proxy), top grossing apps in Apple TV’s tvOS app store, and a look at invalid traffic (IVT, inclusive of ad fraud) in the open programmatic CTV ad marketplace on Apple TV devices. **Key Findings** - Apple TV’s estimated global CTV device **market share** declines to **4% in Q2 2023**, down from 9% in Q2 2022. - Apple TV trails Roku (45%), Samsung (20%), and Amazon (9%) in global CTV device market share - Apple TV's is most popular in** North America**, where it holds an estimated **9% CTV device market share** - **22% IVT rate, including ad fraud**, on apps in the Apple TV app store, significantly higher than Amazon Fire TV apps (18%) and Roku (13%) Pixalate’s [Media Ratings Terminal](https://www.pixalate.com/products/mrt) now includes Apple TV App Store intelligence in addition to Roku, Fire TV and Samsung CTV App Stores. Clients can now access ad fraud intelligence and online privacy compliance data for over 22K Apple CTV apps in MRT. **Top 5 Grossing Apple TV Apps**, Q2 2023 Open Programmatic Advertising: 1. [Hulu](https://ratings.pixalate.com/insight/ctv/376510438/GLOBAL/tvos) 2. [Atmosphere TV](https://ratings.pixalate.com/insight/ctv/1557287817/GLOBAL/tvos) 3. [Bally Sports](https://ratings.pixalate.com/insight/ctv/711074743/GLOBAL/tvos#app-spoofing) 4. [BBC America](https://ratings.pixalate.com/insight/ctv/1089249069/GLOBAL/tvos) 5. [fuboTV](https://ratings.pixalate.com/insight/ctv/905401434/GLOBAL/tvos) *This list of top grossing apps is based on Pixalate’s estimates.* Download a free copy of the Q2 2023 Apple TV CTV Trends Report today: [![Download Now](https://no-cache.hubspot.com/cta/default/2364596/1259d200-5210-474a-a4e4-5a6f74d1cdbb.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/1259d200-5210-474a-a4e4-5a6f74d1cdbb) **About Pixalate** Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and CTV for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising. [www.pixalate.com](https://www.pixalate.com/) **Disclaimer** *The content of this press release, and the Q1 2023 Global Connected TV (CTV) Ad Supply Chain Trends Report (the "****Report****"), 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 programmatic advertising activity across CTV apps in the time period studied. Pixalate does not independently verify third-party information. Per the *[*Media Rating Council (MRC)*](https://mediaratingcouncil.org/sites/default/files/Standards/IVT%20Addendum%20Update%20062520.pdf)*, “‘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.” Certain IVT is also sometimes referred to as “ad fraud.” Per the *[*MRC*](https://mediaratingcouncil.org/sites/default/files/Standards/081815%20Viewable%20Ad%20Impression%20Guideline_v2.0_Final.pdf)*, “'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 ### 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 [← Mobile App Manual Review under COPPA Rule: ‘Candy Fever'](https://www.pixalate.com/blog/app-review-series-candy-fever) [** ](https://www.pixalate.com/blog) Next Story [tvOS Apps Now Ranked in Pixalate's CTV Publisher Trust Index, August 2023 →](https://www.pixalate.com/blog/august-2023-global-ctv-publisher-trust-indexes) ## 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%); ‘High Risk IP’ Most Common on Apple App Store (48%)](https://www.pixalate.com/blog/pixalates-may-2026-most-common-mobile-app-ad-fraud-types) Jun 9, 2026 9:00:00 AM | 2 min read [![](https://www.pixalate.com/hubfs/Blog%20Media/2026%20Covers%20and%20Images/MONTHLY%20MOST%20COMMON%20CTV%20AD%20FRAUD%20TYPES%20BLOG%20COVER.jpg) ](https://www.pixalate.com/blog/pixalates-may-2026-most-common-programmatic-ad-fraud-types-in-ctv-apps) [Ad Fraud](https://www.pixalate.com/blog/topic/ad-fraud) ### [Pixalate Releases May 2026 Most Common Programmatic Ad Fraud Types in CTV Apps: ‘Proxy’ Most Common on Samsung Smart TV & LG Smart TV, ‘App Spoofing’ Most Common on Amazon Fire TV & Apple TV](https://www.pixalate.com/blog/pixalates-may-2026-most-common-programmatic-ad-fraud-types-in-ctv-apps) Jun 9, 2026 9:00:00 AM | 3 min read ** ### 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) ![pixalate-logo-red-small](https://www.pixalate.com/hs-fs/hubfs/2018NewTemplate/pixalate-logo-red-small.png?width=208&name=pixalate-logo-red-small.png "pixalate-logo-red-small") ** 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) Products [Analytics](https://www.pixalate.com/products/analytics) [Blocking](https://www.pixalate.com/products/blocking) [Media Rating Terminal](https://www.pixalate.com/products/mrt) [Publisher Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [Seller Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [IoT Device Rankings](https://www.pixalate.com/rankings/?group=app&reportId=iotDeviceReach) Resources [Blog](https://blog.pixalate.com/) [Press](https://www.pixalate.com/press) [Careers](https://www.pixalate.com/jobs) [Team](https://info.pixalate.com/pixalate-leadership-team) Contact Email [** sales@pixalate.com ](mailto:sales@pixalate.com) [** privacy@pixalate.com ](mailto:privacy@pixalate.com) US: [** +1 888 749 2528 ](tel:+1%20888%20749%202528) EU: [** +44 (0)800 011 2050 ](tel:+44%20(0)800%20011%202050) Slack: [Join ATSAPI Slack Channel ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) Offices Global Offices US 1775 Greensboro Station Place, Suite 425, McLean, VA 22102 UK 20 North Audley Street London, W1K 6WE, United Kingdom EU 10 Earlsfort Terrace Dublin 2, D02 T380, Ireland Singapore 10 Anson Road, #22-02 International Plaza, Singapore 079903 [![facebook](https://www.pixalate.com/hubfs/footer/icons/facebook.png) ](https://www.facebook.com/pixalate) [![x](https://www.pixalate.com/hubfs/footer/icons/twitter-x.png) ](https://twitter.com/pixalateinc) [![linkedin](https://www.pixalate.com/hubfs/footer/icons/linkedin.png) ](https://www.linkedin.com/company/pixalate) ![wechat](https://www.pixalate.com/hubfs/footer/icons/wechat.png) [![slack](https://www.pixalate.com/hubfs/footer/icons/slack.png) ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) [Terms of Use](https://www.pixalate.com/terms) [Privacy Policy](https://www.pixalate.com/privacypolicy) [GDPR Compliance](https://www.pixalate.com/gdpr) Disclaimer Copyright © 2025 Pixalate [Back to top **](https://www.pixalate.com/blog/q2-2023-apple-ctv-trends-report#) # Disclaimer 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. 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