Insights into the Global Connected TV Device Market
Recently, Pixalate, a leading platform focused on ad fraud protection and privacy compliance, released its comprehensive Global Connected TV (CTV) Device Market Share Reports for the second quarter of 2025. These reports provide an in-depth analysis of CTV device market shares across various global regions, offering a wealth of data on how different devices are performing in the advertising landscape.
Understanding Pixalate's Methodology
The data compiled by Pixalate has been gathered by analyzing over 23 billion open programmatic ad transactions taking place on CTV devices during the specified period. This immense dataset enables a detailed breakdown of market shares for top devices in various countries and regions, enhancing the understanding of consumer behavior and preferences in the CTV space.
Key Findings in Major Countries
Let's dive into some key findings from the market share data across different countries.
Performance in the United States
In the United States, Roku has firmly established its lead in the CTV device market with a commanding market share of 37%. Following Roku, Amazon Fire TV holds 17%, while Samsung Smart TV and Apple each capture 12% of the market. LG completes the top five with a 7% share. This dominance highlights Roku's continued success in attracting viewers and advertisers alike.
Market Position in Canada
In Canada, Roku also leads the market with a 32% share, followed closely by Apple at 29%. Amazon Fire TV is in third with 19%, while Samsung and TCL bring up the rear with 6% and 3%, respectively. It's noteworthy that Apple TV saw significant quarterly growth of 16%, which is a positive sign for the brand.
Consumer Preferences in the UK and Mexico
UK Market Dynamics
The UK presents a different landscape where Samsung leads the CTV market with a 32% share. Following Samsung, Amazon Fire TV has 24%, while Roku commands 19%. It's important to note that Apple TV experienced a notable decrease in market share, which could indicate shifting consumer preferences.
Mexico's Obvious Choice
Turning to Mexico, Roku has outstripped all competition with a remarkable 74% market share. This is a significant margin over second-place Samsung, which holds just 11%. The presence of LG, TCL, and Amazon in the lower ranks with 3%, 2%, and 2%, respectively, indicates a clear preference among Mexican consumers for Roku devices.
Regional Insights Across the Globe
Global Overview
At a global level, Roku maintains its lead in North America with a 37% market share and dominates in LATAM with an impressive share of 45%. On the other hand, Samsung Smart TV has achieved the top spot in EMEA with 33%, while Xiaomi currently leads in the APAC region with a 24% market share. These findings underscore the competitive dynamics across different global markets.
North America’s Advertising Trends
In North America, Roku's stronghold is reinforced with its substantial market share, followed by Amazon, Apple, Samsung, and LG. Interestingly, LG’s impressive quarter-on-quarter growth of 28% indicates rising consumer interest in its offerings.
APAC Region's Leaders
In the APAC region, Xiaomi leads with 24%, while Apple follows closely with a 15% market share. Roku's presence remains significant, holding 12%. This data points to a diverse selection of popular devices, reflecting regional preferences.
LATAM Market Features
In LATAM, Roku not only leads but does so with substantial margins, reinforcing its brand strength. Samsung and LG both find themselves in a close race with 12% shares, while TCL’s remarkable QoQ growth of 222% indicates it is rapidly gaining traction in this vibrant market.
EMEA Dynamics
Samsung’s success in the EMEA market can be attributed to a competitive mix of technology and user preference. With an estimated 33% share, it’s a pivotal player, while Xiaomi’s 8% shows its emerging potential.
Conclusion and Future Trends
The findings from Pixalate's Q2 2025 CTV Device Market Share Reports reflect evolving trends in consumer preferences and advertising dynamics worldwide. As streaming platforms grow in popularity, these insights will prove invaluable for advertisers and companies aiming to adapt their strategies for the connected future of television.
Frequently Asked Questions
What were the key findings in the United States market?
Roku led with a 37% market share, followed by Amazon Fire TV and others.
How did Roku perform in the Canadian market?
In Canada, Roku captured a 32% market share, competing closely with Apple and Amazon.
What was Samsung's position in the UK?
Samsung led the UK CTV market with a 32% share, surpassing major competitors like Amazon.
How did Roku perform in LATAM?
Roku achieved an impressive 45% market share in the LATAM region, showing strong consumer preferences.
What can be expected for the future of CTV devices?
With changing consumer habits, companies must adapt their strategies to capitalize on emerging trends in the CTV market.
