Pixalate’s Q1 2026 Connected TV (CTV) Device Market Share Report

Why It Matters

Advertisers can optimize spend by targeting the devices that command the most programmatic inventory, while rapid growth in platforms like Aiwa and Fire TV signals new opportunities for audience reach.

Key Takeaways

• Roku captures 36% SOV in North America, leading CTV market
• Samsung Smart TV tops EMEA with 28% SOV, showing strong growth
• Aiwa doubles share in APAC to 21%, indicating rapid regional adoption
• Amazon Fire TV posts highest QoQ growth in North America (+18%)
• Roku’s 42% SOV in LATAM and 55% in Mexico signal dominance

Pulse Analysis

The Connected TV (CTV) ecosystem has become a cornerstone of digital advertising, with programmatic spend now exceeding $30 billion annually in the United States alone. Pixalate’s latest Q1 2026 report leverages over 18 billion open‑programmatic transactions to map device‑level market share across six major regions, offering a granular view that goes beyond traditional household‑level metrics. By calculating Share of Voice (SOV) for each device, the firm provides advertisers, agencies, and publishers a data‑driven compass for allocating inventory in a fragmented yet high‑value landscape.

Roku’s continued dominance in North America (36% SOV) and its explosive 42% share in LATAM underscore the platform’s entrenched user base and its appeal to advertisers seeking broad reach. Samsung Smart TV’s 28% SOV in EMEA, coupled with a 79% quarter‑over‑quarter surge, reflects a resurgence of traditional TV manufacturers adapting to streaming. Meanwhile, Aiwa’s leap to 21% SOV in APAC—more than double its Q4 2025 position—highlights a rapid shift toward locally‑developed hardware, offering brands a fresh entry point into markets such as India and Southeast Asia.

For media planners, these dynamics translate into a need for device‑specific buying strategies. High‑growth platforms like Amazon Fire TV (+18% QoQ in North America) and TCL (+28% QoQ in EMEA) present opportunities to capture early‑adopter audiences before saturation. At the same time, compliance and fraud‑prevention remain critical, as Pixalate’s expertise in ad‑traffic validation ensures that spend on emerging devices is not compromised by invalid traffic. Looking ahead, the continued diversification of CTV hardware will likely drive further segmentation of inventory, making real‑time analytics and flexible buying models essential for competitive advantage.