Roku vs Samsung:Which is more popular?
In September 2026, Roku had more branded searches than Samsung among connected TV advertising platforms worldwide. Roku had about 1.5 million branded searches, while Samsung had 110,000. Roku made up 81.4% of all connected TV advertising platform searches we track, and Samsung accounted for 6%. When we asked ChatGPT and Google AI Overviews about connected TV advertising platforms, Roku appeared in three of the five answers and Samsung in none.
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Top connected TV advertising platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Roku was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Samsung did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
The Trade Desk1st
StackAdapt2nd
Amazon DSP3rd
MNTN4th
Roku5th
Display & Video 3606th
Tatari7th
Samsung–
Vizio–
LG Ad Solutions–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- StackAdapt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- MNTN5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- The Trade Desk4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Tatari4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Roku3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Amazon DSP3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Display & Video 3603 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Samsung0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Vizio0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- LG Ad Solutions0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about connected TV advertising platforms
5 answers
Asked ChatGPT
“Which connected TV advertising platform should I use?”
Asked ChatGPT
“What are the best connected TV advertising platforms?”
Asked ChatGPT
“What's the best connected TV advertising platform for streaming TV ads?”
Searched Google, AI Overview
“connected tv advertising platforms”
Searched Google, AI Overview
“ctv ad platform”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Roku or Samsung more popular in search?
This chart shows how often people search Google for Roku and Samsung by name. Each line represents a brand's share of searches for all ten connected TV advertising platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for Roku, Samsung. The figures are in the table below the chart.
View monthly share of searches table
| Month | Roku | Samsung | Vizio | The Trade Desk | Amazon DSP | StackAdapt | Tatari | LG Ad Solutions | Display & Video 360 | MNTN |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 83.1% | 5% | 5% | 2.8% | 2.2% | 1% | 0.68% | 0.06% | 0.08% | 0.02% |
| Nov 2025 | 82.5% | 6.1% | 6.1% | 2.3% | 1.5% | 0.83% | 0.68% | 0.05% | 0.07% | 0.01% |
| Dec 2025 | 84.8% | 5.1% | 5.1% | 1.9% | 1.5% | 0.7% | 0.69% | 0.05% | 0.06% | 0.01% |
| Jan 2026 | 83.6% | 5% | 5% | 2.8% | 1.5% | 1% | 0.84% | 0.05% | 0.07% | 0.02% |
| Feb 2026 | 80.7% | 7.3% | 4.9% | 3.3% | 1.5% | 0.99% | 1.2% | 0.05% | 0.09% | 0.02% |
| Mar 2026 | 82.1% | 6.1% | 4.9% | 3.4% | 1.5% | 1% | 0.82% | 0.09% | 0.09% | 0.02% |
| Apr 2026 | 81.6% | 6% | 4.9% | 2.8% | 1.8% | 1.2% | 1.5% | 0.05% | 0.1% | 0.02% |
| May 2026 | 82% | 6% | 4.9% | 2.9% | 1.8% | 1.2% | 1% | 0.05% | 0.09% | 0.02% |
| Jun 2026 | 84% | 5% | 5% | 2.4% | 1.5% | 1% | 0.84% | 0.07% | 0.07% | 0.01% |
| Jul 2026 | 83.8% | 6.2% | 5% | 2% | 1.2% | 0.84% | 0.83% | 0.05% | 0.07% | 0.01% |
| Aug 2026 | 82.9% | 6.1% | 5% | 2.8% | 1.2% | 1% | 0.83% | 0.11% | 0.05% | 0.01% |
| Sep 2026 | 81.4% | 6% | 6% | 2.7% | 1.5% | 1.2% | 0.99% | 0.2% | 0.08% | 0.02% |
How has the Roku and Samsung comparison changed over the last 12 months?
3 findings
- Roku was ahead of Samsung in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Roku’s share of searches among connected TV advertising platforms worldwide moved from 83.1% to 81.4%, and its estimated monthly branded searches moved from 1.8M to 1.5M.
- Across the 12 months ending September 2026, Samsung’s share of searches among connected TV advertising platforms worldwide moved from 5% to 6%, and its estimated monthly branded searches held steady at 110K.
How did search popularity change for connected TV advertising platforms worldwide in September 2026?
1 change
In September 2026, Roku lost share of searches among connected TV advertising platforms worldwide, from 82.9% to 81.4%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Roku’s and Samsung’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among connected TV advertising platforms
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