• by Wayne Friedman , February 20, 2026

Roku remained the top connected TV (CTV) platform on devices -- smart TV sets, set-top box devices/sticks -- in the fourth quarter of 2025 for open programmatic CTV ads with a 32% share, according to Pixalate.

The next-highest CTV platforms are Amazon Fire TV (16%), Apple TV (15%), Samsung (14%), and LG (10%). 

LG made the biggest quarter-to-quarter gain -- 79% -- from around 5% in the third quarter of 2025.

Amazon Fire TV improved gained 12%). Roku dipped 11%. Apple TV lost 2%.

Open programmatic CTV represents around 20% of all programmatic CTV advertising and is estimated to climb to $6.8 billion this year -- up from $6.0 billion a year ago, according to industry analysts.

Total programmatic CTV advertising -- which includes private marketplaces and programmatic guarantee deals --  is projected to reach $38 billion in 2026 -- up from $33.4 billion in 2025, according to estimates. 

Private marketplaces (32% share of the market) and programmatic guarantee deals (32%) are believed to be more brand safe, and provide brands with high-value advertising inventory. Direct, non-programmatic spend is estimated at be around 12%.

Industry estimates for 2025 show Roku’s overall advertising revenue to be between $3.1 billion and $3.4 billion, with Amazon Fire TV (and Prime Video) to be around $3.5 billion and $4.0 billion. 

Pixalate analyzed 18 billion global open programmatic ad impressions on CTV devices from the first quarter to 2024 to the fourth quarter of 2025. Its datasets consist mostly from buy-side open auction programming sources.