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49% of all programmatic OTT/CTV ads go to Roku devices (Q3 2020)

Nov 19, 2020 10:00:00 AM

Pixalate's Q3 2020 State of Connected TV/OTT: Ad Supply Trends Report details how the programmatic OTT/CTV advertising marketplace changed from Q1 2020 to Q3 2020.

This blog post examines the share of voice of programmatic advertising based on OTT/CTV device type, such as Roku, Apple TV, Amazon Fire, etc.

49% of all programmatic OTT/CTV ads go to Roku devices

ott-q3-2020-device-market-share2

  • Roku on top: 49% of all programmatic OTT/CTV ads went to Roku devices in Q3 2020, according to Pixalate's data
  • Amazon in second: Amazon Fire TV devices accounted for 9% of all programmatic OTT/CTV ads, the second-largest market share in Q3 2020
  • Samsung, Apple, Vizio round out top 5: Samsung (6%), Apple (5%), and Vizio (4%) devices received roughly 5% of programmatic OTT/CTV ads in Q3 2020

Apple devices gain 175% market share in 2020

ott-q3-2020-device-market-share-change2

According to Pixalate's data, between Q1 and Q3 2020, no OTT/CTV device type gained a larger share of programmatic OTT/CTV advertising than Apple devices, which increased their market share by 175% in that time.

Vizio (+57%) and Samsung (+55%) were the other device types that saw large programmatic ad market share rises in 2020.

What's inside the report

Pixalate's State of Connected TV/OTT: Ad Supply Trends Q3 2020 Report includes:

  • Global and regional OTT/CTV ad spend trends
  • Programmatic ad market share by device and operating system
  • Top OTT/CTV apps and platforms
  • Roku and Amazon Fire TV app store trends
  • Invalid Traffic (IVT) rates

Download a free copy of the State of Connected TV/OTT: Ad Supply Trends Q3 2020 Report today.

See The Research

Disclaimer

The content of this blog post, and the State of Connected TV/OTT: Ad Supply Trends Q3 2020 Report (the "Report"), reflect Pixalate's opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Pixalate's datasets — which are used exclusively to derive these insights — consist predominantly of open auction programmatic traffic sources. Any insights shared are grounded in Pixalate's proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources in the Report and herein should not be construed as endorsements. Pixalate's opinions are just that, opinions, which means that they are neither facts nor guarantees.

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