Pixalate’s research shows that the top Bundle ID for Roku is ‘Hulu (com.hulu.plus.roku), with ‘Tubi - Free Movies & TV’ (41468) ranking second, and the ‘NBA Bundle ID’ (com.roku.nba) in third

LONDON, October 6, 2025 -- Pixalate, the leading global platform for ad fraud protection, privacy, and compliance analytics, today released the September 2025 Top 100 Most Popular Roku Bundle ID Rankings for Open Programmatic Connected TV (CTV) Advertising. The list includes the global top 100 most popular Bundle IDs for open programmatic advertising across the most popular CTV platforms.

In addition to the Roku report, Pixalate released global reports for Amazon Fire TV, Apple TV and Samsung Smart TV. The rankings are based on global open programmatic advertising data, as measured by Pixalate. The Bundle IDs are ranked after removing invalid traffic (IVT), as measured by Pixalate.

The reports also include the top 10 most popular Roku Bundle IDs in key regions, including North America (NA), Europe, the Middle East, Africa (EMEA), and Latin America (LATAM).

Key Findings

• On Roku, the top 100 Bundle IDs map to 73 distinct CTV apps
• On Roku, the top 100 Bundle IDs map to 53 unique publishers
• Magnite was the top supply-side platform (SSP) across 34% of the top Roku Bundle IDs, the most among sellers, followed by MetaX (7%) and Index Exchange (6%)

10 Most Popular Roku Bundle IDs for Programmatic Advertising in CTV (September 2025) 

Roku

Why is it important to see the top Bundle IDs for CTV apps?

In CTV advertising, programmatic advertisers use “Bundle IDs” to identify specific CTV apps. A lack of standardization around the syntax of Bundle IDs has led to confusion around targeting and measurement, creating a vulnerability that ad fraudsters can exploit.

Pixalate’s Bundle ID to App Store ID mapping APIs can help by consistently handling Bundle IDs, ensuring accurate tracking, measurement, and reporting.

Additionally, the IAB Tech Lab has issued guidelines for using app IDs, and OpenRTB 2.6 has offered support for Channel and Network Objects information to avoid overloading the Bundle ID field. 

Download the Top 100 CTV Bundle ID Rankings in September 2025 for each platform here:

For these reports, Pixalate’s data science team analyzed 1.3 billion Impressions across 800+ CTV apps across Amazon Fire TV, Samsung Smart TV, Apple TV, and Roku in September 2025.

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 September 2025 Top 100 Most Popular Roku Bundle ID Rankings Report (the “Report”), reflects Pixalate's opinions with respect to factors that Pixalate believes may be useful to the digital media industry. Any insights shared are grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources in the Report and herein 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 in the time period studied.