More CTV device market share trends:
This report presents a comprehensive analysis of the leading Connected TV (CTV) devices in the United States, ranked by their quarterly open programmatic advertising Share of Voice (SOV, %), as measured by Pixalate. It provides essential insights for advertisers and stakeholders aiming to navigate the dynamic CTV device advertising landscape in 2025.
Pixalate’s data science team analyzed programmatic advertising activity across 23 billion global open programmatic ad transactions on Connected TV (CTV) devices from Q2 2024 to Q2 2025 to compile this research.
In the context of this report, open programmatic ad transactions, as measured by Pixalate, are proxied for advertising Share of Voice (SOV, %). Devices with no identified manufacturer information are removed from the pull of open programmatic ad transactions when computing the advertising SOV.
Pixalate's datasets—which are used exclusively to derive these insights—consist predominantly of buy-side open auction programmatic traffic sources.
Pixalate determines CTV device market share using advertising Share of Voice (SOV, %), calculated as the proportion of sold programmatic ads attributed to a specific operating system, device category, or other classification.
For example, if Device X accounts for 20 out of 100 total ads one quarter, its SOV is 20%. If it then receives 36 out of 120 total ads the next quarter (30% SOV), its market share would have increased by 50% (from 20% to 30%).
Pixalate determines the country and region of ad traffic based on detected IP address and other proprietary identifiers.
Pixalate is a global platform for privacy compliance, ad fraud prevention, and data intelligence in the digital ad supply chain. Founded in 2012, Pixalate’s platform 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 MRC-accredited for the detection and filtration of Sophisticated Invalid Traffic (SIVT).
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.”
