video advertising
Published on : Nov 7, 2023
LG Ad Solutions, a global leader in connected TV (CTV) and cross-screen advertising, has today released the findings of its latest streaming report “The Big Shift: United Kingdom Wave II,” which found that UK consumers are increasingly shifting away from linear TV, with 25% of those surveyed saying they are watching less linear television than a year ago. In its place, ad-supported streaming services are growing in popularity, with 68% of UK consumers preferring to stream free content rather than pay for a subscription. This is 8% more than US consumers.
“Nearly all UK households are now reachable via CTV, and with a consumer preference for ad-supported content, marketers need to ensure that advertising on free ad-supported content is part of their media mix,” said Ed Wale, VP Europe at LG Ad Solutions. "Our data shows that after seeing a CTV ad, UK TV viewers are more likely to search online, visit a website and talk about the ad or product than US viewers. It’s clear that CTV is a performance channel and gives marketers the chance to reach and interact with an engaged audience.”
The study, which follows LG Ad Solutions’ first “The Big Shift: United Kingdom” report in 2022, surveyed more than 800 UK consumers in August 2023 to determine consumer perceptions and behaviours related to CTV. The study also found: