Key Points
- Roku and Samsung continue to dominate the U.S. connected TV landscape, collectively controlling over half of the market share for streaming platforms.
- Parks Associates finds Roku holds a 28% lead in the CTV space, while Samsung’s Tizen OS follows closely at 23% via its smart TV and monitor footprint.
- Control of the operating system remains a primary battleground for ad revenue, as hardware giants use their reach to scale proprietary FAST services.
Roku and Samsung have maintained their market dominance when it comes to the connected television (CTV) platforms found in American homes, according to a new report released by Parks Associates this week.
The report is based on data pulled from Parks Associates’ proprietary Streaming Video Tracker, which shows Roku commands 28 percent of the CTV space in the U.S. while Samsung’s Tizen operating system is in a close second place at 23 percent. The figure includes smart TVs and standalone streaming devices; Roku makes both, while Tizen OS is only available on the company’s smart TVs and smart monitors.
Other dominant platforms in the U.S. include LG’s webOS, Amazon Fire TV and Vizio Smartcast, though Parks Associates didn’t offer specific data on the total share of those platforms.
Prior research released by Parks Associates during the Consumer Electronics Show (CES) in January showed Samsung had a commanding lead of smart TVs in U.S. homes at 34 percent, with LG webOS in second place, Vizio SmartCast ranking third and Roku TV fourth. That report didn’t count standalone streaming devices or smart monitors.
More comparable data was released last summer, when Parks Associates revealed Roku to have a 25 percent share of the CTV space, compared to Samsung Tizen OS’s 23 percent share. Amazon Fire TV ranked third at 17 percent and LG webOS fourth at 10 percent share.
No matter how you slice the data, the outcome is the same: A handful of CTV platforms backed by a few players control the largest share of the streaming space in American homes.
“Control of the platform layer is central to competition in the connected TV market,” Michael Goodman, the Director of Entertainment at Parks Associates, said in a statement. “Operating systems determine what content consumers see, how services are positioned and how advertising is delivered.”
For the most part, platform rankings have changed very little over the past few years, with Roku growing its share between last year and this year. While Samsung’s share dipped slightly, its prominence in the living room is still notable: Most streamers use their TV’s built-in operating system to watch content, according to prior Parks Associates research. With one in five streamers using Samsung smart TVs and monitors, that puts the company in a strong position to compete for active users, with ad dollars flowing accordingly.
All five dominant platforms also operate free, ad-supported streaming TV (FAST) services — The Roku Channel, Samsung TV Plus, LG Channels, Amazon Fire TV Channels and Vizio WatchFree Plus — with Amazon also including its FAST channels within the Prime Video app. Those FAST platforms allow hardware manufacturers to further monetize their living room dominance by selling ads against hundreds of linear channels and tens of thousands of on-demand shows and movies.
Parks Associates plans to release additional data and insight during the 9th annual Future of Video conference in Marina Del Rey, California from November 17 to November 18. The agenda for the Future of Video conference was released this month and is available to view by clicking or tapping here. The Desk is an editorial partner of Future of Video.
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- Roku, Amazon, Samsung are dominant CTV platforms in U.S., study finds (November 2024)
- Parks Associates: Video revenue to surpass $190 billion by 2030
- Parks: Streamers defaulting to ad-supported plans on subscription services
