Which CTV platform has the most reach?

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Last updated: April 8, 2026

Quick Answer: Roku currently has the most reach among CTV platforms in the United States, with approximately 80 million active accounts as of Q4 2023. It leads in both device sales and streaming hours, accounting for about 30% of all CTV viewing time. Amazon Fire TV follows closely with around 70 million active users, while Google TV/Android TV has approximately 150 million monthly active devices globally. These platforms dominate the market, though exact rankings can vary by region and measurement metrics.

Key Facts

Roku has 80 million active accounts in the U.S. as of Q4 2023
Roku accounts for 30% of CTV viewing time in the U.S.
Amazon Fire TV has approximately 70 million active users
Google TV/Android TV has 150 million monthly active devices globally
CTV advertising spending reached $25 billion in 2023

Overview

Connected TV (CTV) refers to television sets that connect to the internet to stream content beyond traditional broadcast or cable, including smart TVs and devices like Roku, Amazon Fire TV, and Apple TV. The CTV market has grown rapidly since the late 2000s, driven by the rise of streaming services like Netflix (launched streaming in 2007) and advancements in internet bandwidth. By 2023, CTV penetration reached over 80% of U.S. households, with global CTV advertising spending hitting $25 billion. Major platforms emerged through partnerships with TV manufacturers and standalone devices, creating a fragmented ecosystem where reach is measured by active users, viewing time, and device sales. The competition intensified as tech giants like Amazon (Fire TV launched in 2014) and Google (Android TV launched in 2014, rebranded as Google TV in 2020) entered the space, challenging early leaders like Roku (founded in 2002, first player in 2008).

How It Works

CTV platforms operate by providing hardware (e.g., streaming sticks, smart TV integrations) and software (operating systems like Roku OS or Fire OS) that enable users to access apps for streaming services such as Netflix, Hulu, and Disney+. Reach is determined through metrics like active accounts, which count users who engage with the platform at least once per month, and viewing hours, tracked via data analytics from devices. Platforms generate revenue primarily through advertising (e.g., Roku's ad-supported Roku Channel), device sales, and content distribution deals. They use algorithms to recommend content and integrate with third-party services for measurement, such as Nielsen's digital content ratings. The ecosystem involves partnerships with TV brands (e.g., Roku with TCL, Amazon with Toshiba) to pre-install software, expanding reach without direct device sales.

Why It Matters

CTV reach matters because it influences advertising strategies, content distribution, and market competition in the streaming era. Platforms with greater reach, like Roku, attract more ad dollars and partnerships, shaping which services consumers access and how media is monetized. This impacts cord-cutting trends, as CTV offers an alternative to traditional TV, with over 50% of U.S. adults using it as their primary viewing method by 2023. High reach also drives innovation in targeted advertising and data analytics, enabling personalized content delivery. For consumers, it affects device choices and subscription costs, while for the industry, it determines platform dominance and future growth in the $100+ billion global streaming market.