This report summarizes the U.S. Connected TV (CTV) ecosystem — device vendors, operating systems, content platforms, legacy broadcasters’ CTV strategies, and ad buying models — and highlights actionable opportunities for an advertising technology partner such as TaurusX.
Device Vendors
The U.S. Connected TV (CTV) hardware market is dominated by streaming device makers and smart TV manufacturers.
Roku Roku is the leading streaming device brand in North America. By Q4 2024, Roku held about 39% of the U.S. programmatic CTV device advertising share—nearly double that of its closest competitor. Roku had around 89.8 million active global accounts by the end of 2024, with nearly half of U.S. broadband households owning a Roku device or TV. Beyond hardware sales, Roku monetizes through The Roku Channel and its advertising platform OneView. Roku also requires third-party ad-supported apps on its platform to share part of their inventory, which Roku then sells. This strategy has built a powerful ad monetization model, giving Roku a central role in the CTV ad market.
Amazon Fire TV Amazon Fire TV also has a significant U.S. user base. In 2024, Fire TV devices—including the Fire TV Stick and set-top boxes—accounted for around 15% of U.S. CTV ad inventory. Amazon reported that Fire TV surpassed 50 million monthly active global users as early as 2020, with steady growth since. Fire TV is deeply integrated with Prime Video, Alexa, and Amazon’s wider content ecosystem. Through Amazon Advertising, Fire TV home screen and Freevee ad inventory are commercialized for advertisers. Amazon also subsidizes adoption by paying TV manufacturers about $10 per unit to preinstall Fire OS. This expands Fire TV’s reach and creates more ad entry points. Combined with Amazon’s vast e-commerce and data ecosystem, Fire TV is a strong force in CTV advertising.
Samsung Samsung, the world’s largest TV manufacturer, holds major influence in the U.S. CTV market. Its smart TVs (running Tizen OS) represented about 12–13% of U.S. CTV ad transactions, ranking among the top three. By early 2025, Samsung smart TVs reached 45% of U.S. TV households, accounting for about one-third of all smart TVs. Through Samsung Ads and Samsung TV Plus, Samsung sells home screen placements and ad slots within free streaming channels. Its automatic content recognition (ACR) data supports cross-channel audience targeting and attribution. With roughly 67.8 million active smart TVs in the U.S., Samsung commands a large pool of first-party data and inventory, making it a formidable player in the ecosystem.
LG Electronics LG smart TVs (running WebOS) account for around 7–8% of U.S. CTV ad device share and cover 15–20% of smart TV households. LG Ads Solutions monetizes through home screen placements, screensavers, and LG Channels (a built-in FAST service). LG also acquired data company Alphonso to enhance ACR-based audience analysis and cross-screen marketing. In addition, LG has begun licensing WebOS to other brands, expanding its ecosystem. As the world’s second-largest smart TV maker, LG is not only a hardware provider but also an increasingly important advertising platform.
TCL & Vizio
TCL ranks among the top U.S. smart TV sellers, often competing with Samsung. Many TCL TVs ship with Roku OS (and some with Google TV), benefiting from these ecosystems’ ad services. TCL itself does not operate an independent ad platform but has accelerated Roku OS adoption in North America with its affordable pricing strategy.
Vizio, a well-known U.S. brand, held a strong market position in the 2010s but has since shifted toward a “platform + ads” model. By 2024, its SmartCast TVs had about 19.1 million active users. Vizio monetizes through WatchFree+ (FAST content aggregation), home screen ads, and Vizio Ads. Its data arm Inscape collects viewing behavior to support ad effectiveness analysis and cross-screen attribution. Management emphasizes that future growth depends on ads and data monetization rather than hardware margins.
Summary Device vendors act as “gatekeepers” in the U.S. CTV ecosystem by building large user bases and operating their own content and advertising platforms. Market share distribution: Roku leads with roughly one-third, followed by Amazon Fire, Samsung, Apple, and LG. To increase engagement, many vendors launch free content services (e.g., The Roku Channel, Samsung TV Plus, WatchFree+).
For an ad tech platform like TaurusX, collaboration opportunities with device vendors include:
Inventory integration: accessing home screen or splash ads to expand ad supply
Programmatic buying: purchasing CTV inventory via vendor ad exchanges
Data partnerships: leveraging ACR and login data for precise targeting and attribution
Cross-screen measurement: connecting TV ad exposures with mobile behavior for ROI tracking
For example, TaurusX could programmatically purchase inventory from Samsung Ads or Vizio Ads and connect with their data to more accurately reach living-room audiences.
CTV operating systems define the user interface, app ecosystem, and advertising technology framework.
Roku OS Roku OS is the leading smart TV operating system in the U.S. by sales and usage. It powers Roku’s own devices and is licensed to TV brands like TCL, Hisense, and Sharp through the Roku TV program. Known for its simple interface and large app library, Roku OS has been the best-selling TV OS in the U.S. for the past five years. Technically, it is a closed but optimized system, ensuring smooth app performance and unified content search. Roku OS is tightly integrated with Roku Ads: AVOD apps must share a portion of their ad inventory for Roku to monetize via OneView DSP and other ad tools. It supports standard protocols like VAST and VMAP, with SDK access but mandatory revenue sharing. For partners, Roku typically dominates the ad business. TaurusX, as a DSP, could connect via Roku OneView or open channels but must operate within Roku’s control of data and inventory.
Android TV / Google TV Google’s Android TV and its newer interface, Google TV, are adopted by Sony, TCL (some models), Hisense, and Chromecast. Globally, Android TV is the most widely deployed OS, though in the U.S. its market share trails Roku and Tizen. Google TV emphasizes personalized recommendations and Google Assistant voice search. As an open platform, apps are distributed via Google Play, making entry easier for developers. Advertising is primarily within apps, but Google leverages YouTube’s massive reach on Android TV. In 2024, YouTube accounted for 21% of U.S. TV screen time and 11% of streaming ad time—by far the largest single app. YouTube ads are sold via Google Ads/DV360, and Google has begun offering sponsored placements in the TV interface.
Fire OS Amazon’s Fire OS (based on Android) runs on Fire TV devices and certain smart TVs. It integrates tightly with Amazon services, featuring a custom app store and Alexa voice assistant. Fire OS highlights Prime Video and Freevee on its home screen, where it also places ads. Advertising is sold through Amazon Advertising and Amazon DSP, covering home screen ads and Freevee video inventory. A unique advantage is targeting with Amazon shopping data (while respecting privacy). Some Fire OS ad slots are available through programmatic channels, though Amazon directly controls premium placements.
tvOS (Apple) Apple’s tvOS powers Apple TV boxes and caters to a high-end audience. While its U.S. penetration is smaller (about 12% of CTV ad share), its users have high purchasing power. tvOS features a polished UI and seamless integration with iPhones and Macs. Apple is cautious with ads: the Apple TV home screen has almost no third-party ads, and Apple TV+ mainly runs on subscriptions with limited ad formats (e.g., sports broadcasts). Apple emphasizes privacy, restricting cross-app tracking and allowing users to reset or limit ad IDs. Advertising on tvOS typically comes through apps running on the platform (e.g., Pluto TV). Although Apple operates Apple Search Ads, it has not yet directly entered CTV advertising.
Samsung Tizen Tizen OS is pre-installed on all Samsung TVs, giving it the largest global footprint among smart TV operating systems. In the U.S., Samsung smart TVs lead the market by household penetration. Tizen is a closed ecosystem with a minimalistic UI; apps are distributed via Samsung’s app store under its review. Samsung Ads manages all ad inventory on the platform. Ads appear as sponsored placements on the home screen and within Samsung TV Plus (hundreds of free channels). With user-permitted ACR data, Samsung offers granular audience targeting—such as “users who recently watched sports”—and provides cross-device attribution. Programmatic access is available through connected SSPs.
LG WebOS LG’s WebOS powers LG TVs and some licensed third-party brands. Known for its card-style UI, WebOS delivers strong user experience. LG Ads (in partnership with Alphonso) manages ad sales, including home screen banners, startup ads, and LG Channels inventory. Leveraging ACR data, LG Ads offers highly targeted campaigns. LG also licenses WebOS to other manufacturers (e.g., RCA, Konka), expanding reach. Inventory is sold directly (e.g., premium startup ads) and programmatically through SSPs like Magnite.
Summary OS vendors act as ecosystem managers:
Roku OS & Fire OS → closed ecosystems with proprietary ad platforms
Android/Google TV → open platform dominated by YouTube
Tizen & WebOS → vertically integrated with TV hardware and proprietary ad platforms
tvOS → closed premium ecosystem with limited ad options
The U.S. CTV ecosystem includes subscription video-on-demand (SVOD), ad-supported video-on-demand (AVOD), and free ad-supported streaming TV (FAST) services. These platforms are the main sources of CTV content and advertising inventory.
Netflix Netflix launched its ad-supported plan in late 2022. By mid-2024, global ad-tier users exceeded 40 million, a rapid increase from about 5 million in early 2023. Netflix positions its ad tier as premium, with a light ad load (~4 minutes per hour). Ads are brand-safe and attractive to advertisers, though the company’s U.S. ad market share was still small in 2024 (about 3%). Netflix is gradually opening its inventory to programmatic buying through partners such as DV360, The Trade Desk, and Magnite, while continuing to expand its own ad technology.
Hulu Hulu is one of the earliest AVOD pioneers, offering both ad-supported and ad-free tiers. By late 2024, Hulu had more than 50 million subscribers in the U.S., with about 70% choosing the ad-supported plan. Hulu commanded 13% of U.S. streaming ad time, the largest share among single platforms. Disney manages Hulu ads together with Disney+ and ESPN+, providing a unified ad platform that covers 112 million ad-supported users across North America.
Disney+ Disney+ launched its ad-supported tier in late 2022 and quickly gained scale. By the end of 2024, about 38% of its U.S. subscribers were on the ad tier. With an ad load of about 4 minutes per hour, Disney+ emphasizes premium quality and synergy with Disney’s IP library. Ads are sold mainly through Disney’s direct sales channels, but programmatic access is growing as Disney develops a unified ad technology stack.
Peacock (NBCUniversal) NBCUniversal launched Peacock in 2020. By 2024, Peacock had more than 40 million subscribers in the U.S., with around 78% on the ad-supported tier. It features both on-demand content and live channels. Peacock is known for innovative ad formats (such as pause ads and preview ads). About 30% of Peacock inventory was sold programmatically by 2024. NBCU integrates Peacock ads with linear TV sales through its One Platform strategy.
Paramount+ and Pluto TV Paramount+ reached more than 71 million global subscribers in 2024, over 20 million of them in the U.S. Its ad load is light (about 4–5 minutes per hour). Paramount monetizes ads through its EyeQ ad platform. Pluto TV, Paramount’s FAST service, is one of the most widely used free platforms, with more than 80 million monthly active users worldwide. Pluto has become a key source of programmatic inventory.
YouTube and YouTube TV YouTube dominates CTV viewing. Globally, users watch more than 1 billion hours daily on TV screens. In the U.S., YouTube accounted for about 21% of TV screen time in 2024, more than any other app. Ads are fully programmatic, sold via Google Ads and DV360. YouTube TV, a live-streaming service with around 9.4 million subscribers, also provides local ad inventory sold programmatically. YouTube is therefore both the largest video platform overall and the largest single CTV ad channel.
Tubi (Fox) Tubi is Fox’s flagship FAST service. By 2024, it had over 97 million monthly active users in the U.S. and was one of the fastest-growing ad-supported platforms. Tubi monetizes entirely through ads and is an important programmatic supply source.
Other FAST platforms Other free streaming services such as Samsung TV Plus, LG Channels, Vizio WatchFree+, and Xumo (backed by Comcast and Charter) are also important sources of FAST content and inventory.
Summary
SVOD giants (Netflix, Disney+) are adopting ads to expand monetization.
AVOD leaders (Hulu, Peacock, Paramount+) provide large-scale premium inventory.
FAST services (Pluto, Tubi, Samsung TV Plus, etc.) are major drivers of programmatic supply.
YouTube is the single most important CTV platform in terms of viewing time and ad inventory.
Traditional U.S. television broadcasters have all extended into the CTV ecosystem by launching their own streaming platforms. These services combine the broadcasters’ linear content advantages with new digital distribution and advertising models.
NBCUniversal NBCUniversal’s flagship CTV platform is Peacock, launched in 2020. Peacock integrates on-demand programming, live channels, and sports. NBCU monetizes Peacock through both direct sales and programmatic channels. Importantly, NBCU uses its One Platform strategy to unify ad sales across linear TV, cable, and Peacock streaming inventory. This allows advertisers to buy bundled campaigns covering both traditional and digital audiences.
Disney / ABC Disney operates multiple streaming platforms: Disney+, Hulu, and ESPN+. Advertising is managed centrally by Disney Advertising, which unifies sales across these services and traditional ABC/ESPN channels. Disney leverages its vast first-party data from theme parks, retail, and streaming subscribers to enhance targeting. For advertisers, Disney offers both premium brand-safe inventory and large-scale reach.
Paramount / CBS Paramount runs Paramount+ and its free streaming service Pluto TV. Paramount+ combines CBS programming with original content, while Pluto TV aggregates FAST channels. Paramount integrates linear CBS inventory and digital streaming through its EyeQ advertising platform. This allows advertisers to target audiences across both broadcast and digital environments, with measurement supported by partnerships such as Vizio’s Inscape ACR data.
Fox Fox’s main CTV property is Tubi, which it acquired in 2020. By 2024, Tubi had nearly 100 million monthly active users and generated over 10 billion hours of annual viewing. Tubi has become one of the largest FAST platforms in the U.S., targeting younger, price-sensitive audiences. Fox sells Tubi ads programmatically at scale, making it a key component of Fox’s digital transformation strategy.
Warner Bros. Discovery Warner Bros. Discovery operates Max, the merged service of HBO Max and Discovery+. Max combines premium scripted content with lifestyle and reality programming. The platform introduced ads carefully to balance user experience and monetization. Warner Bros. Discovery also licenses some content to FAST partners, broadening its ad reach.
Summary Legacy broadcasters bring three major strengths into the CTV space:
Premium content libraries – decades of TV shows, sports rights, and studio production capacity.
Integrated ad sales – bundled packages that combine linear TV with digital streaming.
Established brand trust – reassuring advertisers seeking safe, high-quality environments.
CTV advertising combines traditional TV buying methods with programmatic digital channels. The current ecosystem features multiple transaction models, each addressing different advertiser needs.
Large advertisers and agencies often still purchase CTV inventory directly from broadcasters and streaming platforms. These deals guarantee premium placements, such as prime-time content or sponsorships, and are managed through insertion orders (IOs). Direct buying is common for high-profile events like live sports or exclusive shows.
These programmatic models are growing rapidly.
Programmatic Guaranteed: Advertisers secure guaranteed inventory at fixed prices but activate campaigns through programmatic pipes. This combines certainty with automation.
Private Marketplaces (PMPs): Invite-only auctions where selected buyers bid for premium inventory. This allows flexibility while maintaining quality and brand safety.
Real-time bidding (RTB) provides scalable access to long-tail CTV inventory. While not always premium, open auctions offer efficient reach, especially for performance-driven advertisers and mid-market brands. Many advertisers use RTB for incremental reach while securing core audiences through PMPs or direct deals.
CTV often adopts “ad pods,” which group multiple ads into a single break (similar to linear TV).
Structure: A 5-minute pod may contain several 30-second and 15-second spots.
Positioning: Ad slots within a pod are valued differently—first position is premium, mid-pod is standard, and last position can be used for frequency or retargeting.
Control: Platforms aim to avoid placing competing brands in the same pod and use pacing rules for better user experience. Some pods can also be sold as “exclusive sponsorships,” giving one advertiser the entire break.
For DSPs, pod-aware buying is essential: the ability to bid differently based on pod position, report performance by slot, and support sponsorship models.
Advertisers increasingly demand proof of ROI from CTV. Key practices include:
Cross-screen attribution: linking TV ad exposures to outcomes on mobile or web.
Identity resolution: using ACR data, device IDs (e.g., Roku ID, Samsung TV ID), or clean room technology to match audiences while protecting privacy.
Incrementality measurement: proving that CTV ads generated new actions beyond what would have happened otherwise.
Third-party verification: working with Nielsen, Comscore, or newer vendors to validate reach and outcomes.
Summary CTV ad buying is evolving into a hybrid model:
Direct IOs secure marquee content.
Programmatic Guaranteed and PMPs provide premium yet automated access.
RTB ensures scalable reach.
Podding and measurement define the technical sophistication required.
The U.S. CTV ecosystem is becoming increasingly integrated and competitive. Different players—device manufacturers, OS vendors, content platforms, and legacy broadcasters—are expanding vertically and horizontally, often blurring traditional boundaries.
Device and OS vendors (e.g., Roku, Amazon, Samsung, LG) are not only selling hardware but also building advertising platforms and operating free streaming services. This gives them control over both user entry points and monetization channels.
Content platforms (e.g., Netflix, Disney+, Peacock) are building their own ad tech stacks to manage inventory directly, reducing reliance on third-party intermediaries.
Broadcasters are bundling linear and digital ad sales, offering advertisers holistic campaigns across screens.
The ecosystem shows a convergence of roles:
Hardware vendors behave like media companies.
Content owners act like tech platforms.
Ad tech intermediaries must demonstrate value by enabling efficient buying, data-driven targeting, and measurement.
For an ad tech platform like TaurusX, the following strategies are key:
Multi-layer Partnerships
Collaborate simultaneously with device vendors, OS providers, content platforms, and broadcasters.
Secure access to both premium direct inventory and scalable programmatic supply.
Data Collaboration in a Privacy-first Era
Use clean room solutions to match audiences without exposing raw data.
Partner with vendors offering ACR and device-level IDs to support targeting, frequency management, and attribution.
Full-funnel Capabilities
Provide advertisers with end-to-end solutions: from inventory access, to AI-driven campaign optimization, to cross-screen outcome measurement.
Demonstrate incrementality and ROI to differentiate against competitors.
Creative Innovation
Develop unique ad formats in partnership with OS and platform owners, such as interactive ads, voice-enabled experiences, and shoppable TV.
Offer advertisers premium innovation opportunities that go beyond standard pre-roll or mid-roll ads.
Summary The U.S. CTV ecosystem is no longer a simple value chain—it is a competitive web of platforms each seeking to control both content and advertising. For TaurusX, success will depend on its ability to navigate this complexity, form strategic partnerships across multiple layers, and deliver measurable value to advertisers through advanced technology and data-driven insights.
