Pixalate, the leading global platform for ad fraud protection, privacy, and compliance analytics, today released the Global Q3 2025 Connected TV (CTV) Device Market Share Reports. The reports include country-level data for the United States, the United Kingdom, Canada, and Mexico, as well as regional reports for North America, EMEA, LATAM, APAC, and the Global report.

Pixalate’s CTV Device Market Share Reports analyse advertising data to break down the top CTV devices in each country by estimated quarterly market share. Market Share of Voice (SOV) is calculated based on the percentage of open programmatic ads sold on specific devices in each country during a given quarter, as measured by Pixalate.

Pixalate’s data science team analyzed programmatic advertising activity across over 22 billion global open programmatic ad transactions on CTV devices from Q4 2024 to Q3 2025 to compile this research.

Key Findings (Regional):
Global:
● Roku led in CTV device market share in the Western Hemisphere, capturing 36% Share of Voice (SOV) in North America and 44% SOV in LATAM
● Samsung Smart TV led in CTV device market share in EMEA (21% SOV)
● Xiaomi led in APAC (18% SOV)

Download the Q3 2025 CTV Device Market Share Reports

● United States
● Canada
● Mexico
● United Kingdom
● Global
● APAC
● LATAM
● North America
● EMEA