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Roku Maintains Lead as Leading U.S. Streaming Device Solution

Dominated the 39% share of the open programmatic Connected TV device market in the U.S., maintained the top spot in Canada and Mexico, as reported by Pixalate.

Roku remains the leading streaming device in the U.S. market.
Roku remains the leading streaming device in the U.S. market.

Roku Maintains Lead as Leading U.S. Streaming Device Solution

In the competitive landscape of streaming device providers in North America, Roku continues to reign supreme, capturing a dominant 50% market share as of 2025[1]. This impressive figure places Roku well ahead of its closest competitor, Samsung, which holds a 21% share.

Amazon Fire TV Stick follows closely behind with a 13% market share, surpassing Apple in this category. The tech giant currently commands a 5% share, followed by LG and Vizio, each with 4% of the market[1].

These figures illustrate Roku's strong position in the North American streaming device market. The company's dominance is further highlighted in Q4, 2024, where Roku maintained its lead with a 39% market share in the U.S., despite a 28% decrease compared to the previous year[2].

In the same quarter, Roku also led in Mexico with a 74% share of voice (SOV), while maintaining its dominant position in Canada with a 35% SOV[3].

Meanwhile, Samsung saw a significant increase in its U.S. market share, rising by 51% to reach 13% in Q4, 2024[2]. LG's market share in the U.S. stood at 8%, while Vizio's share was 3% in the same quarter[2].

Amazon also made strides in Q4, 2024, with a 40% increase in its U.S. market share, reaching 15%[2]. Prime Video was second in the U.S. in terms of streaming device market share in Q4, 2024[4].

It's important to note that the data provided does not include Roku's market share in other regions outside of North America and Mexico[1].

This update underscores the continued dominance of Roku in the North American streaming device market, with Samsung and Amazon trailing closely behind. The broader streaming service subscription landscape in the U.S. sees Amazon Prime Video and Netflix leading the way, but this ranking is separate from device market share[1][4].

[1] Source: [Streaming Device Market Share in North America as of 2025] [2] Source: [Q4, 2024 Streaming Device Market Share Update in the U.S.] [3] Source: [Q4, 2024 Streaming Device Market Share Update in Canada and Mexico] [4] Source: [Streaming Service Subscription Rankings in the U.S.]

  1. Roku's dominance extends beyond streaming devices, with its media service, Roku Channel, ranked as the third most popular streaming app on smart-home devices and gadgets in North America as of 2025.
  2. In the broader technology landscape, Roku has collaborated with several media companies to streamlive their content, making it easier for users to access their favorite video content from a single platform.
  3. The rise of streaming technology has also impacted the smart-home market, with an increasing number of devices being equipped with streaming capabilities. For instance, the latest Samsung smart TV models support Roku's streaming platform, allowing users to access the content directly on their smart TV.
  4. With the continued growth of streaming technology, it's expected that the competition between streaming device providers, such as Roku, Samsung, and Amazon, will intensify in the coming years, leading to innovative features and improvements in the user experience.

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