• by Wayne Friedman , Staff Writer, October 30, 2024

Roku has seen a sharp drop in North America connected TV device and platform share -- to 37%, but it still has a comfortable lead over competitors when it comes to the share of open programmatic CTV ads, according to Pixalate.

Roku was at 53% share in the third quarter a year ago -- a decline of 29% year-over-year.

In second place this year is Samsung TV Plus -- at a 17% share (up 5% from 2023).

Those behind Roku and Samsung all witnessed substantial gains, with Amazon Fire TV at 15% (up 40%); Apple TV, 11% (up 63%); and LG at 10.8 % (85% higher). Other platforms and devices collectively came in at a 8.4% share (a 11% improvement year-over-year).

Pixalate analyzes programmatic advertising activity across over 100 thousand connected TV apps and nearly six billion global open programmatic ad transactions for its third quarter 2024 research.

Overall, including direct deal-making with CTV platforms and demand-side (DSP) ad platforms, eMarketer forecasts U.S. brands to spend over $28 billion. That is around one-third of all TV ad spend (national/local linear TV). 

Upfront CTV advertising spend has now grown to represent just under 50% (48.9%) of all CTV spend

Upfront TV deal-making typically occurs in summer months just before the start of the traditional TV season in mid-September. The TV season runs through August of the following year.