These notes summarize measured results for September 2026 across 6.9B open programmatic CTV ad impressions analyzed from Jun 2026 to Sep 2026.
Roku holds the largest global share. Roku received 29% of open programmatic CTV ads worldwide in September 2026. Across the four months measured, its global share ranged from 29% (Sep 2026) to 38% (Aug 2026).
The leading device differs by region. Roku leads North America (30%), Aiwa leads LATAM (20%), Samsung Smart TV leads EMEA (19%), and Jio leads APAC (22%).
The leading device differs by country. Roku leads the United States (30%) and Canada (25%), Samsung Smart TV leads the United Kingdom (28%), and Aiwa leads Mexico (27%).
Leader share varies widely between markets. Across the regions and countries measured, the top device’s share of voice ranges from 19% in EMEA to 30% in the United States.
Research notes describe measured results for the period studied. They are not predictions and do not attribute cause.
Pixalate’s data science team analyzed 6.9B open programmatic ad impressions on Connected TV (CTV) devices worldwide, from Jun 2026 to Sep 2026.
Share of voice (SOV). A device’s share of voice is its proportion of the sold open programmatic CTV ads Pixalate measured. For example, if Device X received 20 of 100 ads in one month, its SOV was 20%. If it then received 36 of 120 ads the next month, its SOV rose to 30%, a 50% increase in market share.
Device identification. Devices with no identified manufacturer are excluded before share of voice is calculated.
Region of traffic. Pixalate determines the country and region of traffic from the detected IP address and other identifiers.
Data sources. Pixalate’s datasets, used exclusively to derive these insights, consist predominantly of buy-side open auction programmatic traffic.
The share of sold open programmatic CTV ads delivered to a given device during the month, as measured by Pixalate. If a device received 20 of 100 ads, its share of voice is 20%.
No. It reflects where open programmatic CTV ads were delivered, not how many devices were sold or how many homes own them.
Each region and country is ranked independently on its own traffic, so the five highest-share devices differ from market to market.
Device share tells you where CTV ads land. Pixalate's CTV Bundle ID Mapping verifies which app an ad ran in across every device platform, and the OpenEPG Index shows the channel and show behind it.
Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. Founded in 2012 and recognized by UNICEF as a “key innovator” for children’s online privacy, 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).
All figures reflect open programmatic CTV advertising share of voice as measured by Pixalate. Rankings are for September 2026; the time series covers Jun 2026 to Sep 2026. Percentages are rounded to whole numbers.
The content of this report reflects Pixalate’s opinions with respect to the 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.
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The following disclaimer applies to all materials produced by Pixalate, including this report, where third party logos or trademarks are specifically mentioned, displayed, or used as a point of reference or research concerning any insights derived by Pixalate: Roku logo(s) are trademarks of Roku, Inc., the Amazon Fire TV logo(s) are trademarks of Amazon.com, Inc., the Samsung logo(s) and Samsung Smart TV logo(s) are trademarks of Samsung Electronics Co., Ltd., the Apple TV logo(s) are trademarks of Apple Inc., the LG logo(s) are trademarks of LG Electronics, Inc., the Hisense logo(s) are trademarks of Hisense Co., Ltd., the TCL logo(s) are trademarks of TCL Technology Group Corporation, the Xiaomi logo(s) are trademarks of Xiaomi Inc., the Jio logo(s) are trademarks of Reliance Jio Infocomm Limited, the Sony logo(s) are trademarks of Sony Group Corporation, the Chromecast logo(s) are trademarks of Google LLC, the Horizon logo(s) are trademarks of Liberty Global, the TELUS logo(s) are trademarks of TELUS Corporation, and the Aiwa and Astron logo(s) are trademarks of their respective owners. These companies are not affiliated with, nor do they endorse or sponsor, any products, data, content, reports, materials, or services associated with Pixalate. Any other brand logos, names, or trademarks not explicitly mentioned herein – but otherwise mentioned, displayed, or used in any of Pixalate’s materials, including this report – are the property of their respective owners.
Connected TV (CTV) Device Market Share | September 2026 | Pixalate
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