LG Ad Solutions today (May 15th, 2025) unveiled its latest 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%) 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:

• Home screen becomes a trusted guide: Nearly half of UK CTV viewers (48%) 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.
• 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% visited a website, 35% 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% higher purchase intent and +14% more likely to visit a store.

With this shift, LG Ad Solutions is helping advertisers reimagine their strategies by leveraging native home screen placements, sponsored content hubs, and real-time behavioural targeting powered by automatic content recognition (ACR) data. These tools enable brands to appear exactly when viewers are leaning in—whether they’re choosing what to watch, searching for live sports, or even multitasking during a show.

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.

To download the full report and explore how LG Ad Solutions helps brands unlock the power of CTV, click here.

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