Turn streaming into measurable growth with AppsFlyer and Roku
The CTV opportunity
In 2025, Connected TV (CTV) is no longer a future trend; it’s where audiences already spend a significant portion of their time. For marketers, this represents one of the fastest-growing and most measurable advertising channels.
Let’s dive into some numbers to frame this opportunity: According to Nielsen, as of March 2025, streaming accounts for 44% of all TV time spent in the US. Nielsen research also found that 72% of all TV viewing is ad-supported, with almost half taking place on streaming platforms. Spending is following suit, with global open programmatic CTV ad spend reaching $5 billion in Q1 2025, up 10% year over year.
This shift isn’t just limited to North America. According to Wurl, in Europe, 86% of consumers use CTV, with the UK’s CTV ad spend projected to reach £2.94 billion by 2028, and Germany seeing a 32% increase in CTV channel volume in 2024.
AppsFlyer data reinforces this trend: total CTV-to-mobile installs (app downloads attributed to a CTV ad) nearly doubled between August 2024 and January 2025.
For marketers, the message is clear: audiences are moving fluidly across CTV, mobile, and other digital touchpoints, ad spend is following, and accurate measurement is no longer optional.
Complete and accurate measurement is essential for connecting the dots across channels and understanding the full user journey. That’s exactly the opportunity unlocked by AppsFlyer’s new integration with Roku.
The AppsFlyer–Roku integration
Roku, the #1 TV streaming platform in the US, Canada, and Mexico, offers advertisers unmatched reach across its ecosystem.
AppsFlyer’s new integration with Roku brings cross-channel attribution and real-time optimization across CTV and mobile.This integration ensures that rich attribution data from Roku Advertising flows directly into AppsFlyer, allowing you to see how streaming campaigns drive app installs, in-app activity, and long-term customer value.
“Together, Roku and AppsFlyer are bringing advertisers the transparency and performance they need in today’s evolving streaming landscape. By combining Roku’s scale as a dominant streaming platform with AppsFlyer’s trusted measurement, we’re helping marketers connect every impression to business outcomes and drive measurable growth.”
Yair Kahan, Director, Partner Development, CTV at AppsFlyer
With this integration, marketers can:
- Run end-to-end attribution across Roku’s in-stream video and native ads, powered by one of the most robust CTV user graphs in the market
- Measure end-to-end user journeys, including CTV-to-CTV, mobile-to-mobile, and CTV-to-mobile flows
- Gain improved visibility into Roku-driven conversions across platforms
- Streamline workflows with one consolidated integration that simplifies campaign management
“Our integration with AppsFlyer is already proving Roku’s ability to drive mobile app performance from CTV. Mobile marketers now measure and optimize directly in Roku Ads Manager, with the confidence and tools they expect from social. Roku’s identity, massive CTV inventory access, and price are now paired with a closed loop of app event signals that feed our performance algorithms. Roku is becoming the next great platform for evergreen advertising.”
Peter Hamilton, Sr. Director, Product Management at Roku
How does it work?
The AppsFlyer–Roku integration enables rich, multi-channel data capture across mobile and CTV, including impressions, clicks, installs, sign-ups, in-app events, revenue, video engagement, and other engagement metrics.
By unifying these datasets, marketers can connect the dots across channels, gaining a complete view of the customer journey — from Roku Ads exposure on the big screen to app engagement and purchases on CTV and mobile devices.
This integration with Roku gives advertisers a single source of truth across TV and mobile, powering campaign optimization, attribution reporting, audience building, and ultimately driving growth with precision.
These capabilities are especially impactful at Roku’s scale. In early 2025, the platform exceeded 90 million streaming households, giving advertisers access to one of the largest engaged streaming audiences in the world.
Use cases: Turning CTV into business outcomes
The AppsFlyer–Roku integration opens up powerful opportunities for advertisers to drive measurable growth:
- Cross-device attribution: Ads shown on Roku TV streaming can now be tied back to installs and app launches across all devices in the household, helping advertisers maximize ROI by understanding how a single impression influences the entire home — not just one device.
- QR code attribution: With a simple scan from a CTV ad, AppsFlyer attributes the install directly back to the campaign, giving advertisers a frictionless way to bridge the gap between TV and mobile and turn passive viewers into active users in seconds.
- Drive new app installs: Extend your acquisition strategy by reaching fresh audiences in a premium, high-attention environment, enabling advertisers to capture incremental users who may not be reachable through other channels.
- Complement mobile campaigns: Use CTV as an upper-funnel channel to amplify performance marketing, extending the impact of mobile strategies by creating a holistic funnel that drives awareness on TV and conversion on mobile.
Making an impact
With audiences spending more time streaming than ever before, advertisers need the tools to connect those moments of attention to measurable outcomes. Through the new AppsFlyer & Roku integration, we’re making it easier for brands to understand the impact of their Roku campaigns across channels and turn streaming engagement into business growth.
“It’s been truly exciting to launch a CTV app campaign on Roku Ads Manager, using our integration with AppsFlyer to measure installs and subscriptions. Results on some of our key metrics like CPA, ROAS thus far have been positive, as we continue driving towards our goals and seeing strong engagement from this audience.”
Jeet Niyogi, CMO Fliff Inc.
Seizing the CTV opportunity
The AppsFlyer–Roku integration empowers marketers to unify TV and mobile strategies, measure outcomes holistically, and optimize spend with transparency.
Getting started with the integration is simple. To take the first step click here.
