LONDON, Sept. 05, 2025 (GLOBE NEWSWIRE) -- Pixalate, the leading ad fraud protection, privacy, and compliance analytics platform, today released the Q2 2025 Global Connected TV (CTV) Ad Supply Chain Trends Report. The report comprehensively analyzes the state of open programmatic CTV advertising in Q2 2025 across key global ad economies, including the United States, Canada, Mexico, and the United Kingdom.
The reports cover CTV ad spend trends worldwide and in major key global ad economies markets across Roku, Samsung Smart TV, Amazon Fire TV, and Apple TV. The detailed reports include ad fraud rates, popular app categories, CTV device market share statistics, invalid traffic rates (IVT, including ad fraud), and more.
Q2 2025 Global CTV Ad Supply Chain Trends Report Key Findings
Global CTV Ad Spend:
- Global Open Programmatic CTV Ad Spend: Estimated at $5.7 billion in Q2 2025, down -3% year-over-year (YoY)
Global CTV Ad Fraud (IVT):
- CTV Invalid Traffic (including Ad Fraud) Rate: The IVT rate for global open programmatic CTV traffic was 18%
- By Country: The United States (U.S.) had an IVT rate of 18% and Canada also had an IVT rate of 18%; Mexico had a 21% IVT rate, while the United Kingdom (UK) saw a 20% IVT rate
- By Region: LATAM saw the highest regional IVT rate at 30%, followed by APAC at 26%, EMEA at 19%, and North America at 18%.
- IVT Rate by Device: Roku devices had the lowest global IVT rate (12%), while Samsung Smart TV devices had the highest (39%). Apple TV stood at 21% while Amazon Fire TV had a 14% IVT rate
CTV Bundle ID Mapping:
- On Roku, 19% of Bundle IDs used globally in the ad bid stream were not the official App Store ID, followed by Amazon Fire TV (14%), Apple TV (7%), and Samsung Smart TV (5%)
Top Bundle IDs by Platform, Global (based on non-IVT open programmatic ad impressions in June 2025):
- Roku
- Hulu (com.hulu.plus.roku)
- The Roku Channel (151908)
- Tubi (41468)
- Fubo (43465)
- Apple TV
- Fubo (905401434)
- Peacock TV (1508186374)
- MLB (493619333)
- Plex (383457673)
- Amazon Fire TV
- Pluto TV (b00kdsgipk)
- Fubo (b019dchdzk)
- Lifetime (b00e5nh6yg)
- Plex (b004y1wcde)
- Samsung Smart TV
- SAMSUNG TV PLUS (g15147002586)
- ESPN (g17243010190)
- Fubo (g19068012619)
- Plex (g00002687241)
CTV Device Market Share:
- Roku led in market share with 37% in North America, 45% in LATAM
- In North America, Amazon Fire TV (17%) was second, followed by Apple TV (12%)
- Samsung Smart TV led EMEA (33%)
- LG was second with 14% market share
- Xiaomi led in APAC with 24% market share
- Apple TV was second with 15% market share
Top Categories by SOV
- In global open programmatic Amazon Fire TV ad traffic, 72% goes to apps in the ‘Movies & TV’ category
- ‘Sports’ apps came in second at 15% SOV, followed by ‘News’ apps at 10%
Pixalate’s data science team analyzed programmatic advertising activity across over 115 thousand Connected TV (CTV) apps and over 8 billion global open programmatic ad transactions in Q2 2025 to compile the research in this series.
Download the Q2 2025 CTV Ad Supply Chain Trends Reports
About Pixalate
Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. Founded in 2012, Pixalate is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the Connected TV (CTV), mobile app, and website ecosystems. Pixalate is accredited by the MRC for the detection and filtration of Sophisticated Invalid Traffic (SIVT). pixalate.com
Disclaimer
The content of this press release, and Global Connected TV (CTV) Ad Supply Chain Trends Reports, 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 across CTV apps in the time period studied. Pixalate does not independently verify third-party information. Per the Media Rating Council (MRC), "'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, "'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."
Contact: Nina Talcott
ntalcott@pixalate.com
