LG Ad Solutions, a global leader in connected TV (CTV) and cross-screen advertising, revealed the findings from “The Big Shift 2025” – the company’s fourth installment of its annual insights series to determine consumer perceptions and behaviors related to CTV viewership.
The connected TV home screen has evolved beyond just a gateway to shows and movies. Viewers are now embracing their TV’s broader capabilities, engaging with built-in content hubs for activities like cloud gaming (46%), on-screen shopping (44%), and more. This shift highlights growing opportunities for brands to reach audiences through richer, more interactive experiences on the largest screen in the home.
“CTV has officially moved beyond passive viewing. Today’s TV home screen is a launchpad for immersive entertainment, interactive experiences, and increasingly for retail experiences,” said Tony Marlow, CMO at LG Ad Solutions. “As the biggest screen in the home becomes the center of attention and action, it presents an unparalleled opportunity for advertisers to connect with people across both their entertainment and purchase journeys.”
With an ever-expanding range of content available, CTV viewers are increasingly relying on their TV’s home screen to guide their entertainment choices. On average, viewers spend nearly 10 minutes navigating from powering on the TV to selecting content, with one-third of that time spent on the LG Home Screen—making it a critical touchpoint for discovery and engagement.
The study reveals that CTV ads are prompting real-world action, with 39% of viewers searching for a product online, 38% visiting a website, 21% making a purchase, and 19% going to a physical store after seeing a relevant ad. Amid economic pressures, free ad-supported streaming (FAST) is gaining traction—36% of viewers have canceled at least one paid subscription in the past year, while 67% now prefer ad-supported content and 24% plan to add a FAST service in the next 12 months. Meanwhile, multitasking during TV viewing is on the rise: 95% of viewers do it, and 26% say they always multitask, up 8% year-over-year. Their activities range from messaging (62%) and social media use (54%) to gaming (47%), shopping (44%), and even streaming additional content (24%), offering marketers more cross-screen engagement opportunities.
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