Roku and Samsung Electronics continue to hold the largest shares of the United States connected TV (CTV) platform market, according to new research released April 22, 2026, by Parks Associates. The data, published in the firm’s latest consumer study, indicates that Roku remains the top choice for primary streaming device usage among US internet households, accounting for 28% of the market. Samsung follows as the leading smart TV manufacturer, maintaining its position as the second-largest platform provider through its Tizen operating system.
The report from Parks Associates underscores the increasing consolidation of the streaming ecosystem around a few dominant operating systems. As of early 2026, approximately 90% of US internet households own at least one connected TV device, which includes smart TVs, streaming media players, and gaming consoles. The research highlights that the battle for the living room has shifted from hardware specifications to the control of the user interface and the underlying software platform.
Elizabeth Parks, President and CMO of Parks Associates, stated that the control of the operating system is now the most critical factor in the streaming distribution chain. By owning the platform, companies like Roku and Samsung manage the content discovery process, which allows them to dictate terms for app placement, search results, and advertising inventory. This control has become a primary driver of platform revenue, as hardware margins remain thin across the industry.
While Roku and Samsung lead, the market remains competitive with significant presence from Amazon’s Fire TV and Google’s Google TV and Android TV platforms. Amazon and Google have leveraged their broader ecosystem integrations to maintain substantial footprints, though they continue to trail Roku in terms of dedicated primary usage. The report also noted the steady performance of Vizio’s SmartCast and LG’s webOS, which benefit from integrated hardware-software stacks.
The Parks Associates data also points to a shift in how consumers interact with their devices. The study found that 45% of households now use their smart TV’s native interface as their primary streaming source, a slight increase from previous years, reflecting the improved performance and app availability on modern television sets. This trend favors manufacturers like Samsung and LG over standalone streaming stick providers, though Roku’s dual strategy of selling both hardware and licensing its OS to other manufacturers has allowed it to maintain its lead.
The findings emphasize that as the streaming market matures, the ability to aggregate content and provide a seamless user experience is the primary differentiator. For platform owners, the focus has shifted toward maximizing the average revenue per user through high-margin ad sales and subscription revenue shares, rather than simply increasing device shipments. This data confirms that the gateway to digital entertainment is increasingly concentrated in the hands of those who control the operating system.