Roku users now make up a third of the US population, but despite this strong performance industry experts project growth for Roku will slow down over the next few years as the US market becomes more saturated. Looking ahead, Roku will hit 126.4 million monthly US users in 2025, while Amazon Fire TV will follow closely at 118.6 million users that year. While Roku has already crossed the 100 million users mark, Amazon Fire TV saw growth of 15.4% in 2021, reaching 97.0 million monthly active users. Amazon will surpass 100 million users this coming year.

So, while Roku remains the top CTV platform in the US, accounting for 51.7% of CTV users, Amazon Fire TV is much closer now with a penetration rate of nearly 45% among CTV users. Apple TV’s penetration is low compared with the rest, at only 13.1% of US CTV users.