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According to "The Big Shift 2025" report by LG Ad Solutions, 69% of UK and 71% of Canadian viewers now prefer free ad-supported content, with over 20% canceling paid subscriptions. Advertisers are seeing strong returns, with up to 40% of viewers taking direct action after seeing a CTV ad.

Marketers are increasing investments in premium streaming environments to capitalize on audience shifts and data-driven targeting. Advancements in interactive formats and measurement tools are accelerating CTV’s role in cross-platform strategies.

With double-digit growth in ViX and disciplined cost management, TelevisaUnivision strengthens its margins despite revenue pressures. Strategic deals like the DIRECTV agreement and exclusive Olympic rights position the company for long-term leadership in Spanish-language content.

In 2024, CTV ad impressions grew 18% year-over-year, but the gap between ad investment and viewership reveals an even greater opportunity ahead.

LG Ad Solutions recent 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.