LG Ad Solutions, a global force in connected TV (CTV) and cross-screen advertising, has unveiled its latest annual insights report, “The Big Shift 2025.” Now in its fourth year, the study provides deep insights into changing viewer behaviors, platform engagement trends, and emerging opportunities for advertisers on the largest screen in the home.

The connected TV experience is no longer about passive entertainment. Consumers are now leveraging their TV's home screen for interactive content discovery, shopping, cloud gaming, and more—transforming it into a dynamic hub that blends entertainment with digital lifestyle experiences. For advertisers, this evolution signals a new frontier for meaningful engagement across entertainment, commerce, and multi-device interactions.

The TV Home Screen as a Digital Launchpad

The TV home screen has transitioned from a static menu to an interactive engagement platform:

• Cloud Gaming: 46% of viewers engage with gaming hubs directly from their TV.

• On-Screen Shopping: 44% use the TV to browse or initiate retail interactions.

• Content Discovery: Viewers now spend nearly 10 minutes navigating from power-on to content selection—one-third of that time is spent on the LG Home Screen.

“Today’s TV home screen is a launchpad for immersive entertainment, interactive experiences, and increasingly, retail,” said Tony Marlow, CMO at LG Ad Solutions. “It’s where entertainment and commerce converge—presenting an unmatched opportunity for advertisers.”

CTV Advertising Drives Measurable Consumer Action

CTV ads are no longer just about awareness—they directly influence consumer behavior:

• 39% of viewers searched online for a product after seeing a CTV ad.

• 38% visited a brand’s website.

• 21% made a purchase.

• 19% visited a physical store.

This highlights CTV’s growing role as a performance marketing channel, capable of guiding audiences from awareness to action in a single viewing session.

Economic Pressures Drive the Shift to Ad-Supported Streaming

As subscription fatigue grows, free ad-supported TV (FAST) continues to gain traction:

• 36% of CTV viewers canceled at least one paid streaming service in the past year.

• 67% now prefer ad-supported content.

• 24% plan to add a FAST service in the next 12 months.

This shift is creating new inventory and engagement opportunities for advertisers who want to scale reach cost-effectively in an increasingly fragmented media landscape.

Multitasking & Cross-Screen Engagement: The New Normal

The living room is no longer a single-screen environment. CTV viewers are actively engaging with multiple devices while watching content:

• 95% multitask while watching TV.

• 26% are always multitasking—up 8% from the previous year.

• Activities include:

  • Messaging (62%)

  • Browsing social media (54%)

  • Gaming (47%)

  • Shopping online (44%)

  • Streaming additional content (24%)

This behavior opens the door to cross-screen advertising strategies, allowing brands to create synchronized, immersive experiences across TV, mobile, and web platforms.

Implications for Brands and Marketers

The findings from The Big Shift 2025 point to a fundamental evolution in the role of connected TV:

• CTV is no longer passive: It’s an interactive, performance-driven channel for entertainment, shopping, and brand engagement.

• Ad experiences must evolve: Creative strategies should reflect consumer behavior—blending interactivity, utility, and real-time personalization.

• Cross-screen synergy is essential: Campaigns that coordinate across TV, mobile, and web will have the greatest impact in a multitasking, multi-device world.

Advertisers who adapt to these shifts will not only capture attention but also drive action at every stage of the customer journey—from discovery to purchase.

The Big Shift 2025 confirms that the CTV landscape is undergoing a dramatic transformation, driven by consumer demand for more interactive and personalized experiences. As connected TVs become central hubs for entertainment, commerce, and multi-device interaction, the opportunities for advertisers to engage, influence, and convert are more powerful than ever.

For brands that understand and embrace this shift, CTV offers a unique advantage—one that bridges storytelling, commerce, and performance at the heart of the digital home.