The data: Roku maintains its lead in programmatic connected TV (CTV) device advertising in Q3 2025 with 36% share of voice (SOV) in North America.

• That’s more than twice the share of Apple TV (15%), Amazon Fire TV (14%), and Samsung (13%), per Pixalate. However, Roku’s share in the region has dropped 15 points in two years.
• Apple TV is gaining ground. Its share has more than doubled from 7% in Q3 2023.

Pixalate examined 22 billion open programmatic ad impressions globally to determine top devices.

Around the world: Roku’s share has dropped 3 points globally since Q4 2024, while Apple and Samsung gained SOV.

• Roku’s share spiked to 44% in Latin America (LATAM) in Q3 but fell to 14% in Europe, the Middle East, and Africa (EMEA), where Samsung took the top position at 21%.
• In Asia-Pacific, SOV is far more spread out, with Xiaomi taking the top spot at just 18%. Roku lands near the bottom with 3%.

This presents an opportunity for marketers to diversify their CTV ad spend across devices, especially outside of the Americas.

Rising platform: We forecast CTV programmatic display ad spending to reach $34.56 billion in 2026, a 17.1% YoY increase. In addition, we expect CTV advertising to pass linear in 2027. However, CTV is still a black hole for some.

CTV ad spending is growing faster than the infrastructure needed to measure impact. Many CTV programmatic transactions occur without the metadata that’s necessary to understand where ads appear or who’s watching them.

• 70.2% of US marketing decisionmakers believe standardized content metadata is very to extremely important for CTV advertising, per Gracenote.
• Lack of insights into whether ads reach the intended audience is the top barrier to CTV advertising for 27% of US marketers.

Takeaway for brands: Roku is actively working to increase opportunities for advertisers. At the same time, CTV insights remain opaque.

To make the most of CTV ad spending, advertisers should:

• Diversify across devices. Apple TV’s growth in the US and Samsung’s and Xiaomi’s dominance across APAC and EMEA provides multiple opportunities to test ad placements.
• Focus on channel-level contextual targeting. Ensure pre-roll and pause ads align with the content being watched.
• Continue investing in linear. Until CTV insights improve, proven media channels will deliver ROI as brands experiment.

Dive deeper: Read our report on Worldwide Programmatic Ad Spending 2025.