Pixalate's CTV Ad Trends Report: Apple TV Market Share Soars by 54%, Roku Sees Increase in Ad-Enabled Apps

Pixalate's Q1 2024 CTV Ad Supply Chain Trends Report reveals a 54% YoY increase in Apple TV's market share, while Samsung Smart TV apps with open programmatic ads grew by 32% QoQ. The study, which covers Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV, highlights Hulu as the top-grossing app across platforms. The report delves into global CTV ad spending, device market shares, and trends, as well as analyzes ad fraud in the industry.

In Q1 2024, Pixalate's comprehensive analysis of the global connected TV (CTV) ad market revealed intriguing trends and shifts in consumer behavior. With an emphasis on open programmatic advertising, Pixalate's data science team examined over 94,000 CTV apps and nearly 6 billion impressions across North America, Asia-Pacific (APAC), Europe, the Middle East and Africa (EMEA), and Latin America (LATAM) [1]. This article delves into key findings from the report, including market share changes, regional growth, and ad fraud.

Apple TV's Market Share Boost
The race for CTV dominance saw a significant shift in Q1 2024, with Apple TV experiencing a 54% year-over-year (YoY) increase in device market share [1]. This growth propelled Apple TV to the third-largest market share (10%) behind Roku (48%) and Amazon Fire TV. The surge in popularity can be attributed to Apple's focus on enhancing user experience and offering exclusive content through its streaming service, Apple TV+.

Samsung Smart TVs' Growing App Market
Another notable trend in Q1 2024 was the 32% quarter-over-quarter (QoQ) growth in Samsung Smart TV apps with open programmatic ads [1]. This expansion highlights the increasing demand for open programmatic advertising on these devices, as advertisers look to reach a wider audience and optimize their campaigns for individual platforms.

Global CTV Ad Spending Trends
According to Pixalate's research, the global estimated open programmatic CTV ad spend reached $4.4 billion in Q1 2024, representing a 2% year-over-year (YoY) growth [1]. However, this figure marked a decrease from the $6.5 billion recorded in Q4 2023. Rapid growth was observed in the APAC and LATAM regions, which saw a 43% and 60% YoY increase in estimated open programmatic CTV ad spend, respectively [1].

Decreasing Ad Fraud and IVT Rates
Pixalate's Q1 2024 report noted a significant decrease in the global open programmatic CTV ad fraud rate from 21% in Q1 2023 to 12%, the lowest rate measured since Q3 2022 [1]. Additionally, the invalid traffic (IVT) rate dropped to 12% from 21% in the previous year. These improvements can be attributed to increased industry efforts to combat ad fraud and ensure transparency and trust within the programmatic advertising ecosystem.

Top-Grossing App: Hulu
In North America, Hulu emerged as the top-grossing app across Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV, with an estimated $419 million in open programmatic ad revenue [1]. Hulu's success can be attributed to its extensive content library, which includes exclusive and popular shows and movies, as well as its ability to deliver personalized and targeted ad experiences to its audience.

In conclusion, Pixalate's Q1 2024 CTV Ad Supply Chain Trends Report provides valuable insights into the evolving CTV ad market. With a focus on open programmatic advertising, the report highlights key trends, including market share changes, regional growth, and ad fraud. As advertisers and media companies continue to adapt to the changing landscape, understanding these trends will be crucial for developing effective and successful strategies.

[1] Pixalate. (2024, May 8). Pixalate Releases Q1 2024 Global Connected TV (CTV) Ad Supply Chain Trends Report. Retrieved from https://finance.yahoo.com/news/pixalate-releases-q1-2024-connected-154800385.html