• by Karlene Lukovitz  @KLmarketdaily, November 1, 2022

The number of connected TV (CTV) apps delisted across the Roku and Fire TV app stores increased by 452% in this year’s third quarter, as compared to the same quarter in 2021, according to the latest analysis by Pixalate.

Of the 45,000 apps analyzed, more than 1,600 were delisted in Q3 2022, up from 339 in the year-ago quarter. That represents 4% of all active CTV apps across the two stores.

The lion’s share (1,600) were delisted by Roku, versus just 49 by  Amazon Fire TV.

Compared with Q2 2022, the Q3 delisted totals represented a 452% increase for Roku and a 14% increase for Amazon Fire TV.

Marketers invested an estimated $3 million in programmatic ad spend on delisted CTV apps in Q3, according to Pixalate.

Programmatic advertising was detected in 10% of delisted apps in both app stores in Q3, and in 15% of Roku’s active apps and 6% of Fire TV’s active apps (chart above).

Roku’s active CTV apps drew 100 times more ad spend than delisted apps in Q3.

More than two-thirds (67%) of delisted Roku apps and 12% of Fire TV delisted apps had no detected privacy policy.

Three quarters (75%) of delisted apps across the two stores had no identifiable country of registry. Just 20% were registered in the U.S.

Fifty-nine percent of delisted apps on Roku and 39% on Fire TV were abandone (defined as no updates for more than two years).