A new study by Pixalate reveals that Roku maintains a commanding lead in the North American streaming device market, but its dominance is facing increasing challenges from competitors like Amazon and Samsung. While Roku’s market share remains more than double its closest rival, the company experienced a significant decline in share of voice (SOV) throughout 2024, indicating a shifting landscape in the connected TV (CTV) space.
According to Pixalate’s data for Q4 2024, Roku held the highest open programmatic CTV device market share in the United States, with 39% SOV. This dominance extends across North America, with Roku leading in Canada with a 35% SOV and capturing a staggering 74% SOV in Mexico. However, while Roku remains the undisputed leader, its market share has eroded significantly compared to the previous year. In 2023, Roku commanded a 55% SOV in the U.S., but this figure dropped to 39% in 2024, representing a 28% decline.
This decline in Roku’s market share coincides with the rise of other players in the CTV space. Amazon, in particular, has made significant gains, increasing its SOV in the U.S. by 40% from 11% in 2023 to 15% in 2024. Samsung has also experienced substantial growth, with its market share rising from 8% to 13%, a 51% increase. These figures suggest that while Roku remains the dominant force in the North American streaming device market, it faces growing competition from rivals who are rapidly gaining ground.
Several factors may be contributing to this shift in market share. Amazon’s aggressive push into the CTV market with its Fire TV devices and integration with its Prime ecosystem has likely played a role. Samsung’s strong presence in the smart TV market, coupled with its expanding Tizen operating system, has also contributed to its growth. Additionally, the increasing popularity of other streaming platforms, such as Apple TV and Google TV, may be further fragmenting the market.
Despite the decline in market share, Roku’s position remains strong. The company’s extensive user base, its focus on user-friendly interfaces, and its wide range of content offerings continue to attract viewers. However, Roku will need to innovate and adapt to maintain its leadership position in the face of growing competition.
The Pixalate study highlights the dynamic nature of the streaming device market. As consumer preferences evolve and new technologies emerge, the battle for dominance in the CTV space is intensifying. Companies like Roku, Amazon, and Samsung are vying for viewers’ attention and loyalty, and the competition is likely to heat up even further in the coming years.
The future of the streaming device market is likely to be shaped by several key factors, including technological innovation, content acquisition, and user experience. Companies that can successfully navigate these challenges and deliver compelling value propositions to viewers will be best positioned for success in the years to come. Roku has dominated this market for years but continues to face new competition that wants to replace it as the top streaming player in North America.
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