The bulk of advertising spend on Roku and Amazon Fire TV -- two major streaming video distributors' devices/platforms -- comes via virtual pay TV providers such as Hulu + LiveTV, Pluto TV, Tubi, FuboTV, and Sling TV.

In November, 71% of Roku ad advertising spend and 62% of Fire TV ad spend was through vMVPD (virtual multichannel program distributors) apps, according to Pixalate, the CTV analytics company.

The company says the top vMPVD apps on Roku were Pluto TV, Tubi, Sling TV, Philo, and FuboTV. For Amazon Fire TV it was: Hulu+Live TV, Pluto TV, Tubi, Sling TV, and FuboTV.

Pixalate also says vMVPD apps drove 57% of ad impressions on Roku and 85% on Amazon Fire TV in November 2022.

Virtual pay TV providers also seem to incur far less fraudulent advertising impressions, Invalid Traffic (IVT), generated by bots or other digital machines.

On Roku, Pixalate says ,14.9% of IVT came via non-vMVPD apps versus 11.4% for vMVPD apps. For Amazon Fire TV, there was a 25.7% IVT rate for non-vMVPD apps against 8.2% for vMVPD apps, Pixalate says.

The top 25 most popular vMVPD apps accounted for 57% of programmatic ad impressions on Roku devices and 85% of ad impressions on Amazon Fire TV devices in November 2022.

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