Connected TV (CTV) has firmly established itself as the dominant mode of television consumption in both the UK and Canada, according to findings from "The Big Shift 2025" report by LG Ad Solutions. This sweeping behavioral change marks a critical juncture for advertisers, platforms, and media companies navigating the evolution of audience engagement in a fragmented viewing environment.
In the UK, 80% of internet users now own an internet-connected TV, while in Canada, the figure climbs to 90%. Viewer preference has clearly tilted toward streaming, with 52% of UK viewers and 55% of Canadian viewers indicating they prefer streaming services over traditional broadcast or cable options. This preference is primarily fueled by the desire for greater control, broader content libraries, and faster access to newly released movies.
The television home screen has emerged as the new gateway to content discovery. Nearly 48% of UK viewers now rely on the TV home screen to guide what they watch, while in Canada, this trend is gaining momentum. In the UK, two-thirds of viewers are now using the built-in TV search function to find specific content, reinforcing the centrality of the home interface in content consumption.
Economic pressures have driven a significant surge in the adoption of Free Ad-Supported Streaming TV (FAST) services. The report reveals that 24% of UK CTV viewers and 23% of Canadian CTV viewers canceled at least one paid streaming subscription in the past year. In response, 69% of UK viewers and 71% of Canadian viewers now say they prefer free, ad-supported content. Additionally, 21% of Canadian viewers plan to add a FAST service in the coming year.
CTV advertising is proving to be highly effective at driving consumer behavior. In the UK, 39% of viewers reported visiting a website after seeing a relevant ad, 35% searched for a product, 23% made a purchase, and 20% visited a physical store. Canadian viewers followed a similar pattern, with 40% visiting a website, 37% searching for a product, 23% visiting a physical store, and 18% making a purchase in response to a relevant CTV ad.
The report also highlights growing viewer interest in interactive and multifunctional TV experiences. In the UK, 62% of CTV users expressed interest in fitness training apps, 56% in cloud gaming, and 54% in on-screen shopping. Canadian viewers mirrored this interest with 57% indicating they would use fitness content, 49% cloud gaming, and 51% on-screen shopping if offered through their connected TVs.
These findings signal a fundamental reshaping of the media and advertising ecosystem. The living room screen has become more than just a passive content display—it is now a dynamic touchpoint for digital engagement. As Ed Wale, VP, International at LG Ad Solutions, put it, “The home screen has become the front page of the connected household.”
For advertisers, "The Big Shift 2025" underscores the urgency of adapting creative and media strategies to fit the connected TV environment. Precision targeting, contextual relevance, and interactive formats will be key to resonating with a viewership that demands both flexibility and personalization. As consumers rewire their habits around convenience and control, the CTV experience is no longer an extension of linear TV—it’s the new default.
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