Roku and Samsung Continue to Dominate the Connected TV Platform Market as Content Powerhouses

Roku and Samsung Lead Global Connected TV Market, New Data Reveals

New York, NY – August 22, 2025 – Roku and Samsung are currently maintaining their positions as leading Connected TV (CTV) platforms worldwide, according to a recent analysis of programmatic advertising data. The findings, released this week, highlight a fragmented landscape with meaningful regional differences in device market share.

North and South American Dominance

The report indicates that Roku captured a substantial 37 percent of programmatic ad impressions in North America during the second quarter of 2025. This makes Roku the top device for ad delivery in the region. Even greater dominance was observed in Latin America, where Roku controlled 45 percent of the ad market. Amazon, Roku’s nearest competitor in North America, secured only 17 percent, while lagging further behind in Latin America.

EMEA and APAC Show Regional Shifts

Outside of the Americas, the competitive landscape shifts dramatically. Samsung’s Tizen operating system holds the largest share in Europe, the Middle East, and africa (EMEA), commanding 33 percent of ad delivery. In the Asia-Pacific region (APAC), China’s Xiaomi has emerged as the leader, capturing 24 percent of the market.This narrowly surpasses Apple, Roku, TCL, and Samsung in that key growth area.

Global Rankings and Trends

Globally, the top five Connected TV devices, ranked by advertising share, are Roku, Amazon, Samsung, Apple, and LG. while Roku remains at the top, it’s overall global share decreased slightly from 38 percent in the first quarter to 37 percent in the second quarter of 2025. This subtle shift suggests increasing competition within the market.

Did You Know? The growth of Connected TV advertising is outpacing traditional television ad spending, with forecasts projecting a continued upward trend in the coming years.

Key device Market Share – Q2 2025

Region	1st Place	2nd Place	3rd Place
North America	Roku (37%)	Amazon (17%)	Samsung
Latin America	Roku (45%)	TCL	LG / Samsung (Tie)
EMEA	Samsung (33%)	LG	Apple
APAC	Xiaomi (24%)	Apple	Roku

The data underscores the resilience of Roku’s position in the Western Hemisphere, even as other major tech companies expand their CTV offerings. Samsung’s success in EMEA is closely tied to the popularity of its smart TV hardware, while Xiaomi’s leadership in APAC reflects its growing influence and market penetration in crucial emerging economies.

Pro Tip: Advertisers should leverage regional CTV market share data to optimize their campaigns and increase return on investment.

implications for Advertisers

Experts suggest this data provides vital insights for advertisers navigating the increasingly complex Connected TV habitat. Programmatic ad delivery on these devices offers a reliable metric for gauging consumer engagement. Understanding the regional nuances of the CTV market-as opposed to a blanket approach-is now considered essential for accomplished campaigns.

The analyzed data is based on 23 billion open programmatic ad transactions across CTV devices between the second quarter of 2024 and the second quarter of 2025.This transactional data is utilized as a dependable indicator of advertising share of voice.

What impact do you think the increasing fragmentation of the CTV market will have on advertising costs? And how will these regional trends evolve over the next year?

The evolution of Connected TV

Connected TV has rapidly transformed the television landscape, evolving from a niche technology to a mainstream entertainment platform. The explosion of streaming services, such as Netflix, Disney+, and Hulu, has driven the adoption of CTV devices, offering consumers greater flexibility and choice in how they consume video content. This shift has, in turn, created new opportunities for advertisers seeking to reach highly engaged audiences.

the ongoing development of addressable advertising within the CTV ecosystem is fertile ground for innovation, presenting possibilities unavailable with traditional broadcast television.

Frequently Asked Questions about Connected TV Market Share

• What is Connected TV? Connected TV refers to televisions that can access video content via the internet, either through built-in smart TV platforms or external streaming devices.
• Why is CTV advertising importent? CTV advertising allows advertisers to target specific audiences with personalized ads, offering higher engagement rates than traditional television.
• What is programmatic advertising? Programmatic advertising uses automated technology to buy and sell ad space in real-time,optimizing ad delivery based on various factors.
• Who are the major players in the CTV market? The major players include Roku, Samsung, Amazon, Apple, LG, and Xiaomi.
• How does regional market share matter for advertisers? Understanding regional market share allows advertisers to tailor their campaigns to specific audiences and maximize their return on investment.
• is Roku losing market share? Roku’s global share saw a slight decrease from Q1 to Q2 2025, but it remains the leader overall.
• What is the future of the CTV market? The CTV market is expected to continue growing rapidly,driven by the increasing popularity of streaming services and the demand for targeted advertising.

Share your thoughts on this developing story in the comments below!

What are the key factors contributing to Roku’s continued dominance in the CTV market?

The Reign of Roku: A Streaming Giant

Roku remains a dominant force in the connected TV (CTV) landscape, consistently ranking among the top platforms for streaming media players and smart TV operating systems. Its success stems from a few key factors: affordability, a user-pleasant interface, and a vast channel ecosystem.

market Share: As of Q2 2025, Roku boasts approximately 30-35% of the US CTV device market, consistently holding the largest share.

The Roku Channel: Roku’s own ad-supported streaming service,The Roku Channel,continues to expand its content library,attracting viewers with free movies,TV shows,and live news. This strengthens user engagement and provides a valuable revenue stream.

Neutrality & Open Platform: Roku’s historically neutral stance towards content providers has fostered a diverse app ecosystem,appealing to a wider range of viewers. This contrasts with platforms that heavily favor thier own content.

Roku OS Updates: Regular updates to the Roku OS enhance functionality, improve performance, and introduce new features, keeping the platform competitive.

Samsung’s Smart TV Strategy: Integrated Dominance

Samsung has strategically leveraged its position as the world’s leading TV manufacturer to build a powerful CTV platform. Their Tizen OS is pre-installed on millions of Samsung smart TVs, giving them a significant built-in user base.

TV Sales & OS Integration: Samsung’s dominance in TV sales directly translates to a massive Tizen OS user base. this provides a captive audience for their streaming services and advertising.

samsung TV Plus: Similar to The Roku Channel, Samsung TV Plus offers a free, ad-supported streaming service pre-installed on Samsung smart TVs, driving engagement and ad revenue.

Gaming Hub: Samsung’s push into cloud gaming with its Gaming Hub, offering services like Xbox Cloud Gaming and Nvidia GeForce Now, adds another layer of value for users and differentiates their platform.

Aggressive Content Partnerships: Samsung actively pursues partnerships with major streaming services and content providers to ensure a thorough content offering on tizen.

The Competitive Landscape: Beyond Roku and Samsung

While Roku and Samsung lead the pack, other players are vying for market share in the streaming TV space.

Amazon Fire TV: Amazon’s Fire TV platform, powered by Fire OS, is a strong competitor, particularly due to its integration with Amazon Prime Video and Alexa voice control.

Google TV (Android TV): Google TV, evolving from Android TV, is gaining traction, leveraging Google’s ecosystem and voice assistant capabilities.

LG webOS: LG’s webOS, found on LG smart TVs, offers a sleek interface and a growing app selection.

Vizio SmartCast: Vizio’s SmartCast platform, while smaller, continues to innovate with features like SmartArt and WatchFree+.

Content is King: The Power of streaming Services

The success of these platforms is inextricably linked to the availability of compelling content. Streaming services like Netflix, Disney+, Hulu, HBO Max, and Paramount+ are the primary drivers of CTV adoption.

Subscription Video on Demand (SVOD): Services like Netflix and Disney+ continue to attract subscribers with exclusive original content and vast libraries of movies and TV shows.

Ad-Supported Video on Demand (AVOD): Platforms like Tubi, Pluto TV, and The Roku Channel are gaining popularity, offering free content in exchange for advertising.

FAST Channels (Free Ad-Supported streaming Television): FAST channels, offering linear-style programming with ads, are becoming increasingly prevalent on CTV platforms.

Live TV Streaming Services: Services like YouTube TV, Sling TV, and Hulu + Live TV provide a cable-like experience over the internet.

Impact of Video Encoding on CTV Performance

Optimizing video encoding is crucial for a seamless streaming experience on CTVs. As noted in recent discussions ( [https://www.zhihu.com/question/414017932](https://www.zhihu.com/question/41401