LG Ad Solutions Annual Big Shift Report Underscores TV’s Evolution Into a Multi-Channel Hub for Discovery, Commerce, and Engagement

LG Ad Solutions, a global leader in connected TV (CTV) and cross-screen advertising, announced 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. 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.”

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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.

Select findings from the study include:

• CTV ads drive real-world action: After viewing a relevant ad, 39% of CTV viewers searched for a product online, 38% visited a website, 21% made a purchase, and 19% visited a physical store.
• FAST gains ground in tough economic times: With 36% of CTV viewers canceling at least one paid streaming subscription in the past year, 67% now say they prefer free ad-supported content and 24% plan to add a FAST service in the next 12 months.

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• Multitasking continues to extend the TV viewing experience: While 95% of CTV viewers multitask as they watch TV, 26% are always multitasking, up 8% from last year. Specifically, viewers report using messaging apps (62%), browsing social media (54%), playing games (47%), shopping (44%) and even streaming other content (24%) – opening up opportunities for marketers to drive performance through cross-screen strategies.