ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Nonessential spending slumps amid tariff price hikes

Article |
 Jul 15, 2025

JIC’s measurement audit shows a sector diversifying beyond Nielsen

Article |
 Jul 15, 2025

Search engines reign, but social has standing in Latin America

Article |
 Jul 14, 2025

Timing, targeting, and transformation: Inside Every Man Jack’s full-funnel strategy

Article |
 Jul 14, 2025

Why commerce media networks have grown so quickly

Article |
 Jul 14, 2025

Levi Strauss streamlines product assortment to maximize profits amid uncertainty

Article |
 Jul 14, 2025

Google acqui-hires Windsurf to boost AI coding amid tech talent war

Article |
 Jul 14, 2025

Powerful but toxic: Why marketers might skip Grok despite AI edge

Article |
 Jul 14, 2025

CTAs lead the way in email engagement tactics

Article |
 Jul 11, 2025

SNAP cuts in Trump’s “big, beautiful bill” could shake up grocery

Article |
 Jul 11, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

What’s the No. 1 CTV device in the US?

Article by Sara Lebow  |  Jul 18, 2022
Download
What’s the No. 1 CTV device in the US?
Share
Topics
Connected TVs
Video-on-Demand (VOD)
Digital Video
United States

For more insights and key statistics on the biggest trends in today's most disruptive industries, subscribe to our Chart of the Day newsletter.

Smart TVs are the most popular connected TV (CTV) device in the US, finding a home in 59% of households with these devices. Some 30% use Amazon Fire TV’s streaming sticks and boxes, while 28% use those of Roku.

Beyond the chart: Across the country, 109.3 million households will use a connected TV this year, accounting for 83.6% of total households, per our estimates. We project the Amazon Fire TV user base will grow as a share of CTV users and top 50% in 2026, while smart TV’s share will hover around 60% over the next few years.

Share of US Households with Connected TV (CTV), by Device, Feb 2022 (% of total)
E-Mail ChartDownload

More like this:

You've read 0 of 2 free articles this month.

Create an account for uninterrupted access to select articles.
Create a Free Account