Australian viewing habits are undergoing a decisive transformation toward connected TV (CTV) streaming, with new consumer behaviors emerging around content discovery, platform choice, and advertising engagement. LG Ad Solutions’ latest report, “The Big Shift 2025 | Australia Edition,” reveals that nine in ten internet users in Australia now have an internet-connected TV, and 63% of CTV viewers say they prefer streaming over traditional linear viewing. The top drivers for this shift are greater control over viewing, access to a broader range of content, and the ability to watch newly released movies on demand.
The report highlights that the CTV home screen is evolving into a multi-functional hub far beyond traditional TV and movie menus. Australian viewers are increasingly open to integrated services such as fitness training programs (62%), cloud gaming (54%), and on-screen shopping (53%), signaling fresh opportunities for content and service providers to diversify engagement strategies.
Economic uncertainty is also reshaping the streaming landscape. Fifty-five percent of Australian CTV viewers express concern about rising subscription costs, prompting a notable shift toward free ad-supported streaming television (FAST). Sixty-four percent of respondents say they prefer FAST over subscription streaming, and more than half (53%) report using FAST platforms for at least two hours per week. This trend positions FAST as a critical growth segment for advertisers and media companies targeting cost-conscious audiences.
Advertising on CTV is proving to be a powerful driver of consumer action. After viewing a relevant streaming advertisement, 37% of Australian CTV viewers visited a website, 36% searched for a product online, 25% made a purchase, and 24% visited a physical store. These figures underscore the measurable commercial impact of well-targeted CTV ad campaigns, linking brand exposure directly to both online and offline conversions.
The findings in “The Big Shift 2025 | Australia Edition” affirm that the convergence of economic pressures, evolving platform capabilities, and changing audience expectations is accelerating the adoption of ad-supported models and integrated CTV services. For advertisers and content providers alike, the opportunity lies in harnessing these shifts to capture engagement, build loyalty, and drive transactions in an increasingly competitive digital video market.
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