The latest CTV market landscape has been revealed in a report from Pixalate, titled “Global Q3 2024 Connected TV (CTV) Device Market Share Reports.” This report offers insights into the global usage of CTV devices, drawing data from over 100,000 Connected TV apps and nearly 6 billion programmatic ad transactions.
The report divides market share across three key regions: North America, Latin America (LATAM), and Europe, the Middle East and Africa (EMEA). In North America, Roku, despite holding the largest share at 37%, has experienced a significant 29% year-over-year decrease. Despite this decline, competitors like Samsung, Amazon Fire TV, Apple TV, and LG have all gained ground. Apple TV saw its share grow by 63%, while LG saw an impressive 85% increase. Amazon Fire TV also experienced growth, with a 40% rise in market share.
The EMEA market presents a different story, with Samsung Smart TVs dominating at 30% of the region’s market share. LG, Amazon Fire TV, TCL, and Sony follow, but all competitors lag significantly behind Samsung. Samsung has shown remarkable growth in this region, experiencing a 52% year-over-year increase. LG also saw an increase of 44%.
In Latin America, Roku continues its dominance, capturing 50% of the market, a substantial 81% increase compared to the previous year. However, Samsung Smart TV saw its market share in LATAM fall by 47%, despite holding the second position with 21% of the market.
The report by Pixalate underlines the shifting dynamics within the CTV market as competition intensifies. Roku faces mounting pressure in North America while maintaining its stronghold in Latin America. Meanwhile, Samsung continues to expand its presence in EMEA, where it remains the top CTV device brand.