Roku Leads in North America, Samsung No. 1 in EMEA, Xiaomi Tops APAC in Q2 2025 CTV Device Market Share Reports

Pixalate's Q2 2025 Global Connected TV Device Market Share Reports show Roku leading in North America (37%) and LATAM (45%), Samsung no. 1 in EMEA (33%), and Xiaomi leading in APAC (24%). The reports analyzed over 23 billion global CTV open programmatic ad transactions, with Roku leading in the U.S., Mexico, and Canada, while Samsung led in the United Kingdom.

Pixalate has released its Q2 2025 Global Connected TV (CTV) Device Market Share Reports, providing insights into the market dynamics across various regions. The reports, based on over 23 billion global CTV open programmatic ad transactions, reveal significant market share trends.

Roku emerged as the top player in North America (37%) and Latin America (LATAM) (45%). Samsung Smart TV led in Europe, the Middle East, and Africa (EMEA) with a 33% market share, while Xiaomi dominated the Asia-Pacific (APAC) region with a 24% share.

In the United States, Roku maintained its leadership with a 37% market share, followed by Amazon Fire TV at 17%, Samsung Smart TV at 12%, Apple at 12%, and LG at 7%. In Canada, Roku also led with a 32% share, trailed by Apple at 29%, Amazon Fire TV at 19%, Samsung at 6%, and TCL at 3%. Roku's quarter-over-quarter (QoQ) growth in Canada was 29%, while Apple saw a 16% QoQ increase.

In the United Kingdom, Samsung Smart TV led with a 32% market share, followed by Amazon Fire TV at 24%, Roku at 19%, LG at 7%, and Apple TV at 6%. Samsung gained a 5% QoQ market share, while Apple TV's market share decreased by 24%.

Mexico saw Roku dominate with a 74% market share, followed by Samsung at 11%, LG at 3%, TCL at 2%, and Amazon at 2%. TCL experienced a significant 188% QoQ growth, while Roku's market share remained nearly unchanged at less than 1%.

Regionally, Roku's leadership in North America and LATAM was evident, with Amazon Fire TV and Apple following closely. Samsung Smart TV's dominance in EMEA was notable, while Xiaomi led in APAC. TCL's rapid growth in LATAM and EMEA was a significant trend.

Pixalate's reports provide valuable insights for investors and financial professionals, highlighting key players and market trends in the global CTV device market.

References:
[1] https://www.globenewswire.com/news-release/2025/08/06/3128452/0/en/Pixalate-s-Q2-2025-Global-Connected-TV-Device-Market-Share-Reports-Roku-Leads-in-North-America-37-and-LATAM-45-Samsung-No-1-in-EMEA-33-Xiaomi-Leads-in-APAC-24.html
[2] https://uk.finance.yahoo.com/news/pixalate-q2-2025-global-connected-143100935.html