Roku Remains Top CTV Open Ad Platform With 32% Share

Why It Matters

Roku’s dominance shapes inventory pricing and brand‑safe access for advertisers, while the growth of open programmatic CTV signals shifting spend toward more scalable, data‑driven buying models.

Key Takeaways

• Roku holds 32% open CTV ad share Q4 2025
• Amazon Fire TV at 16% share, gaining 12% QoQ
• LG jumps 79% QoQ, now 10% share
• Open programmatic CTV projected $6.8B in 2025
• Total programmatic CTV spend expected $38B by 2026

Pulse Analysis

The open programmatic segment of connected‑TV advertising is emerging as a critical growth engine for brands seeking scalable, real‑time inventory. Unlike private marketplaces and guaranteed deals, open auctions allow advertisers to bid across a broad pool of inventory, driving efficiency and price competition. Roku’s 32% share confirms its platform’s robust data capabilities and extensive user base, making it a preferred gateway for marketers targeting diverse audiences on smart‑TV devices.

Competitive dynamics are intensifying as Amazon Fire TV and Apple TV close the gap, while LG’s dramatic 79% quarter‑over‑quarter gain reflects aggressive content partnerships and device upgrades. This shift redistributes ad dollars across the ecosystem, prompting agencies to diversify spend and negotiate better terms in private marketplaces that promise higher brand safety. The projected $6.8 billion valuation for open programmatic CTV in 2025, coupled with a $38 billion total programmatic spend outlook for 2026, highlights the sector’s rapid maturation and the increasing importance of cross‑platform measurement.

For advertisers, the expanding open programmatic landscape offers both opportunity and risk. While the model delivers granular targeting and measurable outcomes, it also requires sophisticated fraud detection and viewability controls to protect brand reputation. As the market continues to consolidate, platforms that combine extensive reach with transparent reporting—exemplified by Roku’s leadership—will likely command premium pricing and shape the next wave of CTV advertising innovation.