The Big Shift 2025
From LG Ad Solutions
As consumers continue to shift from traditional TV to streaming TV for more control over their viewing and seemingly infinite content, they have developed new behaviors around content discovery, subscription streaming access and TV ads. The Big Shift 2025 | US Edition is the fourth installment in LG Ad Solution’s annual Big Shift insights series to determine consumer perceptions and behaviors related to CTV viewership.
Among the report’s findings:
The TV Home Screen isn’t just a place to find TV and movies. CTV viewers are now open to unlocking the full breadth of their TV’s capabilities with built-in content hubs for activities like fitness training programs (56%), cloud gaming (46%), on-screen shopping (44%), and more.
FAST gains ground in tough economic times. With 36% of 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.
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.
For more information on The Big Shift 2025 | US Edition, download the full report today!
