--- title: "Pixalate Releases Q4 2023 Global vMVPD Ad Spend & Invalid Traffic (IVT) Trends Reports for Apple TV, Roku, Samsung TV, and Fire TV: Apple TV IVT Rates on Non-vMVPD Apps Are 184% Higher than vMVPD Apps" description: Pixalate's Q4 2023 vMVPD Traffic Analysis Reports explore vMVPD apps to surface programmatic ad insights across Amazon Fire TV, Samsung Smart TV, Apple TV, and Roku devices. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/Q4%202023%20vMVPD%20Report%20-%20email%20and%20blog%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 Releases Q4 2023 Global vMVPD Ad Spend & Invalid Traffic (IVT) Trends Reports for Apple TV, Roku, Samsung TV, and Fire TV: Apple TV IVT Rates on Non-vMVPD Apps Are 184% Higher than vMVPD Apps Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Mar 25, 2024 8:00:00 AM **LONDON, 25 March 2024** -- [Pixalate](https://www.pixalate.com/), the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q4 2023 vMVPD Traffic Analysis Reports for apps across the [Apple TV](https://www.pixalate.com/vmvpd-traffic-analysis-report-apple-tv), [Roku](https://www.pixalate.com/vmvpd-traffic-analysis-report-roku), [Samsung Smart TV](https://www.pixalate.com/vmvpd-traffic-analysis-report-samsung), and [Amazon Fire TV](https://www.pixalate.com/vmvpd-traffic-analysis-report-fire-tv) CTV app stores.  To compile the research, Pixalate’s data science team reviewed 6+ billion global open programmatic advertising transactions across more than 13,000 CTV Bundle IDs mapped to over 6,000 unique CTV apps in Q4 2023. **Key Takeaways** - **Roku:** 70% of estimated open programmatic global ad spend on Roku devices went to vMVPD apps in Q4 2023 - Non-vMVPD apps had a 55% higher IVT rate on Roku - **Amazon Fire TV:** 46% of estimated open programmatic global ad spend on Amazon Fire TV devices went to vMVPD apps in Q4 2023 - Non-vMVPD apps had a 161% higher IVT rate on Fire TV - **Apple TV:** 63% of estimated open programmatic global ad spend on Apple TV devices went to vMVPD apps in Q4 2023 - Non-vMVPD apps had a 184% higher IVT rate on Apple TV - **Samsung TV:** 89% of estimated open programmatic global ad spend on Samsung Smart TV devices went to vMVPD apps in Q4 2023 - vMVPD apps had a 5% higher IVT rate on Samsung ## **Top grossing vMVPD apps by CTV device - based on estimated open programmatic ad spend in Q4 2023, as measured by Pixalate** ## **Apple** 1. [Hulu](https://ratings.pixalate.com/insight/ctv/376510438/NA/tvos?country=GLOBAL&month=202402) 2. [Plex](https://ratings.pixalate.com/insight/ctv/383457673/NA/tvos?country=GLOBAL&month=202402) 3. [Fubo](https://ratings.pixalate.com/insight/ctv/905401434/NA/tvos?country=GLOBAL&month=202402) 4. [Sling TV ](https://ratings.pixalate.com/insight/ctv/945077360/NA/tvos?country=GLOBAL&month=202402) 5. [Haystack News: Local News & Weather](https://ratings.pixalate.com/insight/ctv/829825445/GLOBAL/tvos) ## **Amazon** 1. [Hulu](https://ratings.pixalate.com/insight/ctv/B00F4A1GN6/NA/firetv?country=GLOBAL&month=202402) 2. [Pluto](https://ratings.pixalate.com/insight/ctv/B00KDSGIPK/NA/firetv?country=GLOBAL&month=202402) 3. [Tubi](https://ratings.pixalate.com/insight/ctv/B075NTHVJW/GLOBAL/firetv) 4. [Philo](https://ratings.pixalate.com/insight/ctv/B07BKPFXTJ/NA/firetv?country=GLOBAL&month=202402) 5. [Plex](https://ratings.pixalate.com/insight/ctv/B004Y1WCDE/NA/firetv?country=GLOBAL&month=202402) ## **Roku** 1. [Hulu](https://ratings.pixalate.com/insight/ctv/2285/GLOBAL/roku) 2. [Pluto](https://ratings.pixalate.com/insight/ctv/74519/GLOBAL/roku) 3. [Sling TV](https://ratings.pixalate.com/insight/ctv/46041/GLOBAL/roku) 4. [Xumo Play](https://ratings.pixalate.com/insight/ctv/96065/GLOBAL/roku) 5. [Vix](https://ratings.pixalate.com/insight/ctv/162057/GLOBAL/roku) ## **Samsung** 1. [Hulu](https://ratings.pixalate.com/insight/ctv/G16028006310/GLOBAL/samsung) 2. [Samsung TV Plus](https://ratings.pixalate.com/insight/ctv/G15147002586/GLOBAL/samsung) 3. [Vix](https://ratings.pixalate.com/insight/ctv/G20196015164/GLOBAL/samsung) 4. [NBC](https://ratings.pixalate.com/insight/ctv/G16222008329/GLOBAL/samsung) 5. [Philo](https://ratings.pixalate.com/insight/ctv/G22223020133/GLOBAL/samsung)  ## **vMVPD Apps: A ‘Nested’ Ecosystem** vMVPD (Virtual MultiChannel Video Programming Distributor) applications are designed to bundle TV channels into cost-effective "skinny bundles,” a concept stemming from traditional MVPDs like Comcast and Dish TV. In vMVPD environments, both the app and the offered channels within the vMVPD app can sell ads, creating a nested ecosystem.  “This nested ecosystem, coupled with advertisers’ need to thoroughly understand the information regarding the channels and networks where their ads appear, has led to the proliferation of ‘Bundle IDs’ on vMVPD apps,” said Amit Shetty, VP Product, Pixalate. “The issue is particularly pronounced in the case of vMVPD apps compared to other Connected TV (CTV) apps.” vMVPD apps differ from other types of apps, like SVOD (Subscription Video On Demand) and AVOD (Advertising-based Video On Demand) apps, as those do not “aggregate” linear channels, but instead curate shows or movies for their users. Download the full Q4 2023 vMVPD Traffic Analysis Reports: **[![Samsung Smart TV](https://no-cache.hubspot.com/cta/default/2364596/f49ce8e7-ba8f-4ce0-85c8-fd535af3e21a.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/f49ce8e7-ba8f-4ce0-85c8-fd535af3e21a)     [![Apple TV](https://no-cache.hubspot.com/cta/default/2364596/256d4d5a-92e7-48c0-a443-0aea8372017f.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/256d4d5a-92e7-48c0-a443-0aea8372017f)** **[![Fire TV](https://no-cache.hubspot.com/cta/default/2364596/9a6dd802-04a8-4828-8c7e-98a98742e278.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/9a6dd802-04a8-4828-8c7e-98a98742e278)     [![Roku](https://no-cache.hubspot.com/cta/default/2364596/2f06e539-f2ce-4578-92e7-fd5e099d66ba.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/2f06e539-f2ce-4578-92e7-fd5e099d66ba)** **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 vMVPD Traffic Analysis Reports (the Report), reflect Pixalate's opinions with respect to factors that Pixalate believes may be useful to the digital media industry. 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.* ### 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: March 18 - 22, 2024](https://www.pixalate.com/blog/march-22-2024-weekly-recap) [** ](https://www.pixalate.com/blog) Next Story [Lacuna Partners with Pixalate to Improve Traffic Quality and Combat Ad Fraud in APAC and Globally →](https://www.pixalate.com/blog/lacuna-partners-with-pixalate-march-2024) ## 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/vmvpd-q4-2023-traffic-analysis-reports#) # 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. 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.” ** ** *By clicking Download and entering your email address, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and have read and acknowledge our [Privacy Policy](https://www.pixalate.com/hubfs/2024-08-20_Pixalate_Privacy_Policy.pdf). *Copyright © 2025 Pixalate** * * * * * * * * * * * * * * * * * * * * * * * * * * * * × ## Subscribe to the Pixalate Blog The first step in ad fraud prevention. Loading... By entering your email address and clicking Submit, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy). ![pixalate-logo-white](https://www.pixalate.com/hubfs/Blog_V2_08_26_2016/logo/Pixalate_Logo_WHITE.png) ##### Contact Us12 Loading... ![pixalate-logo-white](https://www.pixalate.com/hubfs/Blog_V2_08_26_2016/logo/Pixalate_Logo_WHITE.png) ##### Download GSTI Loading... Schedule your demo today Please complete all fields Loading... By entering your email address and clicking Submit, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy). * * * * *