LG Ad Solutions has published its research report, The Big Shift 2025: UK Edition, uncovering a major evolution in how viewers engage with their connected TVs. The study shows that the TV is no longer just a screen for passive viewing – it’s becoming the central interface for everything from content discovery to shopping and live event streaming.

According to the report, nearly half of UK CTV viewers (48 per cent) now rely on the TV Home Screen to guide what they watch next, and two-thirds use the built-in TV search function to jump directly to the content they want. The average time it takes from powering on the TV to actually watching something is over 12 minutes – a window that LG Ad Solutions sees as a prime opportunity for brand engagement.

“The Home Screen has become the front page of the connected household,” said Ed Wale, VP, International at LG Ad Solutions. “It’s where content is discovered, decisions are made, and increasingly, where brands can capture attention with high-impact, native formats.”

Key findings from the report include:

• The Big Shift to CTV continue: 8 in 10 UK internet users have an internet-connected TV, and 52 per cent of UK CTV viewers prefer streaming, primarily for more control, more content and access to recently released movies.
• Home Screen Becomes a Trusted Guide: Nearly half of UK CTV viewers (48 per cent) rely on the TV Home Screen to decide what to watch – ranking it just behind word of mouth as the most influential source for content discovery.
• Built-In Hubs Power Deeper Engagement: UK CTV viewers are increasingly open to unlocking their TV’s capabilities through built-in content hubs—ranking music, sports, fitness, and gaming as their top destinations. These hubs are becoming key touchpoints for both entertainment and brand discovery.
• FAST Growth Surges Ahead: UK FAST (Free Ad-Supported TV) user growth has outpaced SVoD by nearly 10x over the past two years, signaling a major shift toward free, ad-supported viewing experiences.
• Streaming Ads Drive Real Action: UK CTV viewers are highly responsive to streaming TV ads – 39 per cent visited a website, 35 per cent searched for a product, and nearly 1 in 4 made a purchase after seeing an ad. LG TV users were even more likely to act, with +13 per cent higher purchase intent and +14 per cent more likely to visit a store.
• Cost-Conscious Viewing Takes Hold: 79 per cent of UK CTV viewers now favor lower-cost, ad-supported streaming options – highlighting a clear shift away from pricey subscriptions as economic pressures mount.

As the UK accelerates toward a CTV-first future, advertisers must look beyond traditional formats and embrace the Smart TV interface as a full-funnel experience. The living room is no longer a passive space—it’s where action begins, concluded the report.

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Categories: Advertising, Articles, Connected TV, Consumer Behaviour, OTT, Research, Search/Recommendation

Tags: CTV, discovery, FAST, LG, search