• by Wayne Friedman , Staff Writer, Yesterday

Although its share of the North American marketplace has declined, Roku still dominates the open programmatic connected TV (CTV) device marketplace -- now at a 36% share of the market in the third quarter, according to estimates from Pixalate.

The digital ad fraud/analytics researcher says Roku’s share of the market dipped 3% in the third quarter versus the second quarter this year (37%).

At the same time, Apple TV -- now in second place -- witnessed a sharp 27% gain (to a 15% share).

Seeing big losses were Amazon Fire TV -- down 17% (to 14% share) -- and LG, which sank 19% (to a 5% share).

In addition to Apple, the only other major CTV company to show gains was Samsung -- up 7% (to a 13% share).

The open programmatic CTV marketplace -- which at its core focuses on real-time bidding -- was estimated by Pixalate to be $5.7 billion in the second quarter of 2025, and $7.6 billion in the fourth quarter of 2024.

Open programmatic deals are around 34% of all CTV programmatic ad spend, with 66% going to private programmatic marketplace deals, according to sources.

Global CTV advertising was estimated at 35.2 billion in 2024 and projected to rise to $45.3 billion next year. Roughly 90% of all CTV advertising is sold programmatically.

In Latin American territories, Roku has a more commanding share, with 44%. Samsung is a distant second at 13%.

In Europe and Africa, Samsung is highest at 21%, followed by Amazon Fire TV at 17%. CTV device/operating system Xiaomi is strongest in the Asia-Pacific territories with 18%, followed by TCL (11%); Apple TV (7%); and Samsung at 7%.