Roku devices/platforms continue to dominate all competitors in open programmatic advertising in North America with a 48% share in the second quarter, according to Pixalate.

Far down in second place is Apple TV, at 13.3%, followed by Amazon Fire TV (13.0%), Samsung (11%), LG (9%); Xiaomi (2.8%) and Vizio (1.8%)

Apple TV and LG recorded the strongest gains year-over-year, with Apple up 200% (from 4%) and LG 73% higher (from 5%).

Samsung saw the biggest loss, sinking 46% -- to 11% from 21%.

Roku was virtually unchanged (down 1% year-over-year), while Amazon Fire TV was up 4%.

Those with less than 1% share include Dyon, Chromecast and Sony.

Collectively, those outside the top five were down 34% to a 6% share (down from 9%).

Programmatic now accounts for 75% of all CTV transactions, according to other estimates -- nearly evenly distributed among advertising networks, open exchanges/DSPs and PMP/preferred deals/programmatic guaranteed deal-making.

Estimates from Emarketer project that total U.S. CTV advertising will grow 19% this year to $28.8 billion.

Pixalate’s data-science team analyzed programmatic advertising activity across over 100 thousand connected TV (CTV) apps and nearly 6 billion global open programmatic advertising transactions in Q2 2024 to compile this research. 

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