According to Pixalate’s research, based on an analysis of over 7 billion global CTV open programmatic ad transactions, Samsung led with 24% SOV in EMEA and Xiaomi led with 15% SOV in APAC
LONDON, March 26, 2026 -- Pixalate, the leading global platform for ad fraud protection, privacy, and compliance analytics, released the Q4 2025 Global Connected TV (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, Canada, the United Kingdom, and Mexico.
LG ranked within the top 10 devices in all four regions on the Market Share of Voice (SOV): North America (5th), LATAM (3rd), EMEA (6th), and APAC (10th). Roku maintained its lead in North America and LATAM, Samsung Smart TV in EMEA, and Xiaomi led in APAC.
Pixalate’s CTV Market Share of Voice (SOV) is based on the percentage of open programmatic ads delivered to specific devices in Q4 2025. Open programmatic ad impressions serve as a proxy for device usage and household penetration.
Pixalate measures device market share using open programmatic ad transactions, tracking actual device usage rather than units sold. Pixalate’s research found that:
Pixalate’s data science team analyzed over 7 billion open programmatic advertising transactions across 185,000 CTV devices in Q4 2025 to compile this research.
Download and explore the complete Q4 2025 CTV Ad Supply Chain Trends 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 Global Q4 2025 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.”
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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.”
