LG Ad Solutions has released “The Big Shift 2025,” analyzing the evolving role and impact of connected TVs (CTVs). The report highlights the transformation of CTVs from passive viewing devices to multifunctional hubs that integrate immersive entertainment, interactive experiences, and retail capabilities.
Viewers are spending more time navigating home screens, which serve as essential touchpoints for content discovery and engagement. On average, users spend nearly 10 minutes from powering on the TV to selecting content, with one-third of that time dedicated to the LG Home Screen.
The effectiveness of CTV ads is significant, with 39% of viewers searching for a product online after seeing an ad, 38% visiting a website, 21% making a purchase, and 19% visiting a physical store. This demonstrates a strong potential for targeted advertising to drive real-world actions.
Free ad-supported streaming services (FAST) have gained popularity during tough economic times, with 67% of CTV viewers preferring ad-supported content and 24% planning to adopt a FAST service within the next year. This shift represents a notable trend in the streaming landscape away from paid subscriptions.
Multitasking while watching TV is common, with 95% of viewers engaging in other activities such as messaging (62%), browsing social media (54%), gaming (47%), and shopping (44%). This behavior presents opportunities for integrated cross-screen marketing strategies.
The report underscores the rise of CTVs as dynamic, interactive centers for entertainment and consumer engagement. This transformation highlights the substantial opportunity for advertisers to connect with audiences through enriched, interactive experiences on the largest screen in the home. CTVs are now vital in shaping viewers’ entertainment and shopping behaviors amidst a growing preference for ad-supported content and multitasking.
