Roku and Samsung Now Control Over Half of the US CTV Market
According to Parks Associates’ Streaming Video Tracker, the CTV platform market in U.S. broadband households remains concentrated, with Roku OS holding 28% and Samsung’s Tizen OS holding 23% of usage share. The report highlights that control of the platform layer is central to competition, as the OS determines content visibility, service positioning, and advertising delivery.
Key Takeaways
- Roku OS leads the US CTV platform market with a 28% usage share in broadband households.
- Samsung’s Tizen OS holds the second position with a 23% share of usage.
- Combined, the two operating systems account for 51% of the market, according to Parks Associates’ Streaming Video Tracker.
- The OS layer is cited as central to competition because it determines content visibility, service positioning, and ad delivery.
Why It Matters
The high market concentration gives Roku and Samsung significant gatekeeper influence over the streaming ecosystem. By controlling the OS, they manage the primary interface for content discovery and ad monetization for a majority of US households. This dynamic makes platform-level relationships and negotiations over service placement critical for all streaming services trying to reach viewers. Watch how these OS market shares evolve in subsequent Parks Associates reports, as any shift would signal a change in the balance of power for content distribution and advertising.
Read full article at cynopsis.com
Enjoy our coverage?
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source