Key Points:
- Roku led CTV ad delivery in North America (37%) and Latin America (45%) in Q2 2025.
- Samsung dominated in EMEA with 33%, while Xiaomi topped APAC with 24%.
- Globally, the top five devices were Roku, Amazon, Samsung, Apple and LG, with Roku’s share slipping slightly from Q1.
Roku and Samsung are maintaining their leads as the dominant connected TV (CTV) platforms in certain regions around the world, according to a new report released this week by advertising technology firm Pixalate.
In its Q2 2025 Global CTV Device Market Share Report, Pixalate said Roku accounted for 37 percent of programmatic ad traffic in North America, the largest share of any device maker. Roku performed even stronger in Latin America, where it captured 45 percent of ad delivery.
By contrast, Amazon, Roku’s closest competitor in both regions, secured just 17 percent in North America and ranked further down the chart in Latin America. Other major players in the North American market included Apple, Samsung, LG, and Vizio.
While Roku dominates in the Western Hemisphere, different leaders emerged in other parts of the world. Samsung’s Tizen OS ranked first in Europe, the Middle East and Africa (EMEA), accounting for 33 percent of ad delivery. China-based Xiaomi led in the Asia-Pacific region (APAC) with 24 percent, edging out Apple, Roku, TCL and Samsung.
Globally, the top five CTV devices by share of voice were Roku, Amazon, Samsung, Apple and LG. Though Roku retained the number one position, Pixalate noted that the company’s global share of 37 percent was slightly lower than the 38 percent it recorded in the first quarter of the year.
In North America, Roku’s lead has proven resilient even as Amazon, Apple and Samsung continue to grow their CTV footprints. Latin America showed an even wider gap, with Roku nearly tripling the share of TCL, LG and Samsung, its nearest competitors in that region.
Samsung’s strength in EMEA underscores the dominance of its smart TV hardware, while Xiaomi’s lead in APAC highlights the brand’s growing influence in emerging television markets, particularly in China and surrounding countries.
Pixalate said the data provides essential insights for advertisers navigating a CTV ecosystem that is increasingly central to media planning and ad spending. The report adds that programmatic ad delivery through these devices serves as a reliable proxy for consumer engagement on platforms where traditional measurement is often limited.
The report casts light on the fragmented nature of the CTV market, and makes the point that advertisers, streaming platforms and app developers should consider regional dynamics when planning their marketing campaigns.
The report released this week is derived from 23 billion open programmatic ad transactions across CTV devices between Q2 2024 and Q2 2025. The company uses those transactions as a proxy for advertising share of voice, meaning the numbers reflect how many ads were delivered to specific device platforms rather than direct sales figures.
The full report is available to view by clicking or tapping here.
