--- title: Q1 2024 Global CTV Ad Supply Chain Trends Report by Platform description: Pixalate's Q1 2024 Global CTV Ad Supply Chain Trends Report by Platform contains a comprehensive analysis of the state of programmatic CTV advertising. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/Pixalate%20Global%20Q1%202024%20CTV%20Ad%20Supply%20Chain%20Trends%20Report%20-%20email%20and%20blog%20cover.png --- [![pixalate-full-logo](https://www.pixalate.com/hs-fs/hubfs/Pixalate_Logos/pixalate-full-logo.jpg?width=150&height=60&name=pixalate-full-logo.jpg "pixalate-full-logo")](https://www.pixalate.com) Search **Menu** ** ** ![](https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/pixalate-blog-bg.png) [Ad Fraud](https://www.pixalate.com/blog/topic/ad-fraud) | [CTV](https://www.pixalate.com/blog/topic/ctv) | [Research Reports](https://www.pixalate.com/blog/topic/research-reports) | 3 min read # Pixalate Introduces Connected TV (CTV) Ad Supply Chain Trends Reports by Platform Including Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV: Apple TV Sees +54% Global Market Share Increase YoY Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Jul 9, 2024 11:30:00 AM *According to Pixalate’s research and data, in Q1 2024 Apple TV achieved a 54% year-over-year (YoY) increase in market share; Samsung Smart TV experienced an increase in apps with open programmatic advertising, up by 32% quarter-over-quarter (QoQ); Hulu is the top grossing app across Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV* **LONDON, 9 July 2024** -- [Pixalate](https://www.pixalate.com/), the global market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q1 2024 Global Connected TV (CTV) Ad Supply Chain Trends Reports by Platform. The reports comprehensively analyze the state of open programmatic CTV advertising from January through March 2024 across [Roku](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-roku), [Amazon Fire TV](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-amazon-fire-tv), [Apple TV](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-apple-tv), and [Samsung Smart TV](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-samsung-smart-tv) devices. Pixalate previously published a global aggregated version of these reports, as well as regional, including North America, Europe, the Middle East, and Africa (EMEA), and Latin America (LATAM), and Asia-Pacific (APAC) versions. The reports provides key insights into the state of the global CTV ad industry by platform, including information on estimated open programmatic CTV ad spend trends by global regions, updated CTV device market share statistics, and analysis of the latest trends in the Roku, Amazon Fire TV, Samsung Smart TV, and Apple TV app stores. The report also explores invalid traffic (IVT, including ad fraud) in the open programmatic CTV ad marketplace. Pixalate’s data science team analyzed programmatic advertising activity across over 94k Connected TV (CTV) apps across Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV and nearly 6 billion global open programmatic ad transactions in Q1 2024 to compile this research. ## **Global Connected TV (CTV) Ad Supply Chain Trends Report Key Trends & Findings:** - **Roku** leads with a **48%** market share (SOV), followed by Samsung** (11%)**, **Amazon Fire TV** **(10%)**, and** Apple TV (8%)** - **Hulu** is the top-grossing app based on estimated open programmatic ad revenue across all four platforms in North America, earning an estimated $105M on Samsung Smart TV devices in Q1 2024, $34 million on Apple TV, $39 million on Amazon Fire TV, and $241 million on Roku - All CTV platforms - except Amazon Fire TV - saw a decrease in invalid traffic (IVT, including ad fraud) compared to Q4 2023 - Roku apps saw a 38% QoQ reduction in IVT - Amazon Fire TV apps saw a slight increase (+2%) in IVT - **Roku** saw a rise in total apps **(+21% YoY)** but a decrease in apps using open programmatic advertising **(-12% YoY)** - **Samsung** Smart TV’s app store remained flat in total apps but saw an increase in apps with open programmatic ads **(+32% QoQ)** Download and explore the complete Q1 2024 Global Connected TV (CTV) Ad Supply Chain Trends Reports: [![Samsung Smart TV](https://no-cache.hubspot.com/cta/default/2364596/de947202-ae80-4d97-96c0-2bff60947092.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/de947202-ae80-4d97-96c0-2bff60947092)    [![Amazon Fire TV](https://no-cache.hubspot.com/cta/default/2364596/3dd96340-914f-46b7-8b0a-24864f3b7ea0.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/3dd96340-914f-46b7-8b0a-24864f3b7ea0) [![Apple TV](https://no-cache.hubspot.com/cta/default/2364596/3a621bde-05e3-44b9-9c49-1967cd510680.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/3a621bde-05e3-44b9-9c49-1967cd510680)    [![Roku](https://no-cache.hubspot.com/cta/default/2364596/872a8851-d456-42cf-a9a4-ea2a1de98200.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/872a8851-d456-42cf-a9a4-ea2a1de98200) **About Pixalate** Pixalate is a global market-leading ad fraud protection, privacy, and compliance analytics platform. Pixalate works 24/7 to guard your reputation and grow your media value by offering the only system of coordinated solutions across display, app, video, and CTV for the detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising. [www.pixalate.com](https://www.pixalate.com/) **Disclaimer** *The content of this press release, and the Global Connected TV (CTV) Ad Supply Chain Trends Report (the "Report"), reflect Pixalate's opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Any data shared is grounded in Pixalate's proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate's opinions are just that, opinions, which means that they are neither facts nor guarantees. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report findings and trends pertaining to programmatic advertising activity in the time period studied. Pixalate does not independently verify third-party information. Per the *[*Media Rating Council (MRC)*](https://mediaratingcouncil.org/sites/default/files/Standards/IVT%20Addendum%20Update%20062520.pdf)*, "'Invalid Traffic' is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic." Certain IVT is also sometimes referred to as "ad fraud." Per the *[*MRC*](https://mediaratingcouncil.org/sites/default/files/Standards/081815%20Viewable%20Ad%20Impression%20Guideline_v2.0_Final.pdf)*, "'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes."* ### Search Blog Search ### Follow Pixalate ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) Previous Story [← Pixalate Introduces Mobile App SDK Market Share Rankings for Google Play Store & Apple App Store: ByteDance TikTok No. 2 in APAC on Apple (69% Est. Market Share), Lags in N. 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