Samsung leads US CTV market increasingly dominated by smart TVs

The number of external streaming devices connected to smart TVs in the U.S. declined by 31% in 2024, according to a report compiled by Samsung Ads. Samsung's Q1 2025 State of Video report, which culls data from the Advertising Research Foundation, claims that Roku alone went from having 40.3 million HDMI dongles, hockey pucks and other streaming peripherals connected to U.S. smart TVs in 2023 to just 28.1 million in 2024.