The Inclusive Screen 2025: Black Americans – A Look into CTV Usage and Preferences

Black American households are shaping the future of connected TV. They are setting budgets, searching for content that resonates and finding new ways to connect with what matters to them. LG Ad Solutions’ latest study—The Inclusive Screen 2025: Black Americans – A Look into CTV Usage and Preferences—highlights how Black Americans are turning to CTV for inspiration, convenience, and more control over their viewing experiences.

Here’s what we learned:

• Black Americans prefer streaming. 64% of Black American CTV viewers prefer streaming over traditional TV, primarily for more control and easier content discovery.
• The TV Home Screen is the top content discovery destination for Black American CTV viewers. 53% of Black American CTV viewers discover new content on the TV home screen, higher than all other sources, including app homepages (45%), word of mouth (39%) and social media (37%).
• CTV ads inspire and inform purchase decisions. 6%% of Black American CTV viewers find streaming TV ads to be relevant, and 56% pay more attention to streaming TV ads (vs. traditional TV ads).

Get the full study—The Inclusive Screen 2025: Black Americans – A Look into CTV Usage and Preferences—and see how Black American families are using CTV to shape their viewing experiences.