Top CTV App Stores July 2023: Roku Remains Top Dog

Roku is top dog in the connected TV (CTV) space. Not only is the Roku Channel Store the largest CTV app store, it’s also growing faster than Apple TV, Fire TV, and Google TV.

Welcome to the first edition of our monthly CTV roundup! Each month, we’ll cover trends and insights from the top CTV app stores. Come here for monthly updates on inventory growth, leading categories, top apps, and more!

Here’s where things stand this month (click the links to jump to the corresponding section):

Want to learn more about our CTV intelligence? Request a demo!

Roku leads in total apps, but Apple TV has more publishers

Currently, the Roku Channel Store offers an inventory of 37,972 CTV apps, making it the largest, most popular CTV app store on the market. In addition, 10,163 publishers have released Roku apps.

Here’s how the rest of the top CTV stores shake out:

Roku’s inventory grew the most last month, but Fire TV is gaining steam

Not only is the Roku Channel Store the largest CTV app store, it’s also the fastest growing. Indeed, 569 apps were added to Roku last month. However, Fire TV is gaining some momentum, adding 468 new apps in the same time frame.

Roku is driven by ‘Faith-Based’ apps

While Apple TV is driven by ‘Education’ apps, Fire TV is driven by ‘Lifestyle’ apps, and Google TV is driven by ‘Entertainment’ apps.

Below, you’ll find the top three categories for each of the top CTV app stores…

The Top Roku Categories

As noted above, the largest category on Roku is ‘Faith-Based’, with ‘Movies & TV’ (5,670 apps) and ‘Apps’ (2,467) rounding out the top three.

The Top Apple TV Categories

On Apple TV, ‘Education’ leads the way, with 5,698 apps. Then come ‘Entertainment’ (4,155) and ‘Lifestyle’ (3,095).

The Top Fire TV Categories

‘Lifestyle’, meanwhile, takes the top spot on Fire TV, with 3,092 apps. It’s followed by ‘Movies & TV’ (2,951) and ‘Games’ (1,471).

The Top Google TV Categories

Finally, on Google TV, ‘Entertainment’ is far and away the top category, with 3,214 apps. The Top three is rounded out by ‘Music & Audio’ (683) and ‘Games’ (537).

To wrap up, we identified the top CTV apps on the Roku Channel Store based on the number of reviews they’ve received. Currently, Netflix leads the way with 3,711,919 total reviews. The rest of the top five includes household names, like YouTube (2,061,201 reviews), Hulu (1,018,056), Prime Video (906,460), and the Roku Channel (480,267).

Final Thoughts

In conclusion, while Roku remains the top dog in the CTV app store landscape, each platform offers exciting opportunities to businesses of all types — from advertisers looking to regain lost linear TV audiences, to ad tech companies, app developers, and game developers looking to access the streaming market.

So, as the CTV industry continues to evolve, it will be interesting to monitor how these trends shift and shape the future of television.

Get Started With 42matters Today!

At 42matters, we provide app insights, data, and analytics via a host of useful APIs, File Dumps, and web-based app intelligence platforms, like the 42matters Explorer, the 42matters SDK Explorer, and the App Watchlist.

These tools, which you can try free for 14-days, offer a comprehensive look at app market trends and statistics. This includes in-depth, visual insights into downloads, categories, top charts, rating and review analyses, and more. This data can be downloaded as a CSV file and leveraged however you like — in your own algorithms, analyses, products, studies, etc.

If you would like to learn more about our recent updates, or any other mobile app analytics from 42matters, schedule a free demo with one of our experts!

Schedule My Free Demo
Get Started With 42matters Today!

Flexible Access to 42matters'
App Intelligence Data

Flexible Access to 42matters' App Intelligence Data


Visually explore app intelligence for any iOS, Android, or Roku app.

App Watchlist

App Watchlist

Track and benchmark any iOS or Android apps on a single, unified dashboard.



Programmatic access to mobile and CTV app intelligence.

File Dumps

File Dumps

Download the latest app data and statistics and ingest them into your own system for further analysis.

Get Started Today!

The best businesses need the highest-quality app intelligence!

Digital Turbine