Q4 2025 CTV Ad Supply Chain Trends Report

Why It Matters

The findings reveal shifting device dominance and rising fraud risk, forcing advertisers to re‑evaluate media buying strategies and invest in stronger verification tools. Understanding regional SOV and IVT patterns is critical for optimizing spend and protecting brand safety in the fast‑growing CTV ecosystem.

Key Takeaways

• Roku holds 32% SOV in North America, 30% in LATAM
• Samsung leads EMEA with 24% SOV; Xiaomi tops APAC with 15% SOV
• Global CTV programmatic spend fell 9% YoY to $6.9 B
• Invalid traffic comprises 21% of CTV programmatic impressions
• Amazon Fire TV shows lowest IVT at 14%; Samsung highest at 28%

Pulse Analysis

The Pixalate Q4 2025 report paints a detailed picture of the Connected TV landscape, underscoring Roku’s entrenched position in North America and Latin America. By capturing 32% and 30% of the market share of voice respectively, Roku not only dominates household penetration but also offers advertisers a high‑impact inventory. In contrast, Samsung’s 24% SOV in EMEA and Xiaomi’s 15% in APAC illustrate how regional preferences shape device ecosystems, prompting brands to tailor campaigns to local viewing habits.

Spending trends signal a cautious market: global open programmatic CTV ad spend slipped 9% to $6.9 billion, reflecting macro‑economic pressures and a maturing ad ecosystem. More concerning is the 21% share of invalid traffic, a figure that threatens ROI and brand safety. Amazon Fire TV’s relatively low 14% IVT rate positions it as a comparatively clean inventory source, whereas Samsung Smart TV’s 28% rate flags heightened fraud exposure. Advertisers must therefore prioritize verification solutions and partner with platforms that can filter sophisticated invalid traffic.

For marketers and media planners, the report’s granular device data offers actionable insights. Prioritizing high‑SOV devices like Roku in the U.S. and LATAM can boost reach, while allocating budgets to lower‑IVT platforms such as Amazon Fire TV safeguards spend efficiency. As CTV continues to capture a larger slice of digital advertising, the ability to navigate device‑level performance and fraud metrics will become a competitive differentiator. Leveraging Pixalate’s analytics can help brands fine‑tune targeting, improve measurement accuracy, and ultimately drive higher returns in an increasingly fragmented TV ecosystem.