Connected TVs drive product discovery and engagement, LG study

LG Ad Solutions released its annual report titled “The Big Shift 2025,” detailing changes in consumer behavior related to connected TV, or CTV, usage.

According to the report, CTV home screens are being used for more than viewing content. Activities such as cloud gaming and on-screen shopping were cited by 46% and 44% of respondents, respectively. This reflects a broader role for TVs as hubs for entertainment and interaction.

Tony Marlow, chief marketing officer at LG Ad Solutions, said the CTV home screen now serves as a “launchpad” for experiences beyond passive viewing.

The report found that viewers take an average of 10 minutes to navigate from powering on the TV to selecting content, with approximately one-third of that time spent on the LG home screen. This behavior positions the home screen as a key moment for discovery and engagement.

Among viewers who saw relevant advertising, 39% searched for a product online, 38% visited a website, 21% made a purchase, and 19% went to a physical store.

In terms of streaming habits, 36% of CTV viewers canceled at least one paid subscription in the past year. Simultaneously, 67% preferred free, ad-supported content and 24% planned to add a free ad-supported streaming TV (FAST) service within the next year.

Multitasking during TV viewing was reported by 95% of respondents. Of these, 26% said they always multitask, an 8% increase from the previous year. Activities included using messaging apps (62%), browsing social media (54%), gaming (47%), shopping (44%), and streaming additional content (24%).

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