Although they are neck and neck in terms of U.S. monthly active connected TV accounts of around 50 million, Roku dominates Amazon Fire TV in terms of premium video advertising views, according to a report from FreeWheel, Comcast’s ad-technology company.
Roku commanded a 43% share of premium video ad views in the second half of 2020, with Amazon Fire TV at 29%. Roku is projected to pull in $566 million in video advertising dollars, rising to $902 million in 2021, according to MoffettNathanson Research.
Roku and Amazon command 72% of all CTV advertising views. Further down the list in term of premium video ad share: all-gaming consoles, 8%; smart TV platforms, 7%; Google’s Chromecast, 7%; and others, 6%. Smart TV platforms grew 5% year-over-year.
Last year, programmatic transactions had 24% share when it comes to premium video views.
Looking at all premium digital video content, there was a 57% growth in the number of advertising views in the second half of 2020 versus the same time period in 2019.
In terms of premium video ad views by device, CTV has a 62% share; desktop, 16%; set top box, 14%; and mobile 8%. Analysis by platform saw 37% come from a streaming service; 25% from a traditional MVPD (multichannel video program distributor) and 8% from a vMVPD (virtual multichannel video program distributor).