CTV Reaches 98% Of U.S. Households, Global Programmatic Ad Spend Tops $3B

As of the end of second-half 2022, advertisers could reach 98% of U.S. households through programmatic buys, according to estimates from fraud protection and compliance analytics platform Pixalate.

The U.S. reach is up by 48% from the end of 2019, when it was at 50%, per the company's CTV Ad Supply Chain Trend Report for the period.

Global CTV open programmatic ad spend rose 41% in the second half, compared to 2H 2021, to reach $3.2 billion (chart top of page). Global spend grew by more than $1 billion between the first and second halves of 2022 alone.

North American open programmatic spend rose 40% year-over-year in 2022’s second half. 

Spending rose by 380% YoY in EMEA, and 22% in APAC, but declined 10% in LATAM, after two consecutive years of 250%+ growth.

On the Roku platform, the top-grossing open programmatic advertising apps in 2H 2022 were Hulu, Pluto TV, Sling TV, Plex and Fubo TV.

On the Fire TV platform, the top-grossing apps were Pluto TV, Philo, Tubi, Sling TV and Fubo TV.

The Roku platform claimed a 50% share of all open programmatic CTV ads — its largest share since first-half 2020. Food and home apps in Roku saw a 137% gain in programmatic ad market share, news and weather 107%, and sports 55%.

Samsung kept its second-place position, with 18% share, while Amazon and Apple each pulled 7%, and Vizio and LG each pulled 5%.

However, LG’s share represented YoY growth of 181%. And while Microsoft had just a 2% share, that represented YoY growth of 213%.

Apple, Vizio and Roku’s shares represented growth of 47%, 16% and 7%, respectively.

Sony and Chromecast — which appear to be impacted by competition from China-based XMQ — saw 44% and 54% drops in share, respectively.

Nearly 34,000 apps — or 23% of total apps in 2H 2022 — were in the Roku Channel Store. That’s up 70% since 2H 2020.

The number of apps in the Roku store supporting open programmatic has risen 54% over the past two years.

The number of apps in the Amazon Fire TV Channel Store rose 26% YoY in 2H 2022, bringing the gain over the past two years to 60%.

However, while the number of apps in the Fire TV stores supporting open programmatic has increased by 63% since 2H 2020, it dipped by 8% YoY in 2H 2022.

Movies and TV make up 84% of Fire TV’s programmatic ad spend share, followed by sports at just 3%. But sports’ share represented an 836% gain vs 2H 2021.

By operating system, Roku continued to dominate, with a 48% share, followed by Tizen (17%), Linux (10%), Android (9%), Apple/tvOS (7%) and LG WebOS (2%).

LG WebOS and Apple saw the largest YoY gains in open programmatic share: up 145% and 35%, respectively. Linux’s share rose 13%, while all other OS lost share.

The invalid traffic rate (IVTZ) in open programmatic CTV was 18% in the second half — down from 26% in Q4 2021, and down 1% versus Q2 2022’s 19%.

3 comments about "CTV Reaches 98% Of U.S. Households, Global Programmatic Ad Spend Tops $3B".
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  1. John Grono from GAP Research, March 8, 2023 at 5:16 p.m.

    The claim that "CTV Reaches 98% Of U.S. Households" seems overly bold.

    The US Census Bureau pegs households with a broadband internet subscription (2017-2021) at 87.0%, based on a sample of 3.5 million households per annum.   And yes, ther woiuld be a lag factor.

  2. Ed Papazian from Media Dynamics Inc, March 9, 2023 at 8:56 a.m.

    Other sources put the percentage of U.S. homes---or the population at large ----that are "offline" at around 20%.The figures vary, depending on the methodology and definitions used but none of those I have seen comes close to the 98% claim cited in this article by pixalate.

  3. John Grono from GAP Research, March 9, 2023 at 2:29 p.m.

    Maybe an online survey?

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