Sydney, Australia – August 13, 2025  – LG Ad Solutions today released The Big Shift 2025 | Australia Edition, a new research study highlighting how Australian viewing habits are evolving in the era of Connected TV (CTV). Among the key findings: 50% of Australian CTV viewers now rely on the TV’s home screen as their primary guide for what to watch, making it a powerful starting point for discovery and decision-making.

As streaming becomes the dominant form of TV viewing—preferred by 63% of Australians—audiences are facing an explosion of choice. With content scattered across dozens of apps and platforms, viewers increasingly look to their Smart TV’s home screen for recommendations, inspiration, and immediacy. This is particularly true for LG TV owners, who are more likely to engage with features like built-in search, and personalized hubs.

“The home screen is quickly becoming the new primetime,” said Alex Blundell Jones, Commercial Director, Australia at LG Ad Solutions. “It’s where the viewing journey begins, and for brands and content providers, it represents one of the most valuable touchpoints to capture attention in a fragmented media landscape.”

As mainstream TV tentpole events become increasingly rare, the TV home screen has emerged as the new mass-reach moment. In 2021, 66 programs averaged over one million metro viewers—by 2024, that number had dropped to just six, according to OzTam. Today, the TV home screen is the one destination every viewer sees when they power on their device, making it prime real estate for advertisers looking to close the reach gap in a fragmented media landscape.

The study, based on a survey of over 1,000 Australian CTV users, also found:

  • Big Screen Preference Dominates: Viewers overwhelmingly prefer the largest screen in the house versus smaller screens for key content experiences—81% for movies, 76% for TV shows, and 70% for sports.
  • Streaming Video is Growing Fast: 64% prefer streaming free video content with ads over paying for a subscription without ads. 53% are regular FAST users (2+ hours per week), and FAST app adoption has outpaced SVOD growth 4 to 1 year-over-year.
  • Built-in TV features are gaining traction: A majority of viewers are open to using content hubs—such as sports, music streaming, fitness apps, gaming, and on-screen shopping—directly from their Smart TV, redefining the living room experience. 58% played games on their Smart TV in the past year, pointing to new forms of lean-in engagement.
  • Ad Relevance Matters: 77% prefer ads that align with their interests, and 66% want ads relevant to the content they’re watching. Nearly half (47%) say they pay more attention to ads while streaming.
  • CTV Ads Drive Action: After seeing a streaming ad, 37% have visited a website, 36% have searched for a product, 25% have made a purchase, and 24% have visited a store.
  • Live Content is Gaining Ground: 58% have streamed live sports; 32% have watched award shows or music festivals via streaming.

“Live content is becoming a cornerstone of the CTV experience, especially in the world of sports,” said Blundell Jones. “With 58% of Australian viewers streaming live sports, we’re seeing how CTV is not just for on-demand entertainment—it’s where fans now gather for marquee cultural moments, big games, and shared experiences. For brands, this represents a powerful opportunity to connect with engaged audiences in the moments that matter most.”

With the shift toward streaming continuing to grow, LG Ad Solutions’ findings point to a future where the first impression matters most—and that impression increasingly happens on the home screen.

Download the full report here to learn more.

About LG Ad Solutions

LG Ad Solutions is a global leader in advanced advertising for Connected TV and cross-screen devices, driven by our mission to create meaningful connections between brands and their audiences. With a vast network of award-winning LG Smart TVs worldwide, we offer advertisers and content creators unparalleled scale, reach, and personalized precision on the largest screen in the home. 

For media inquiries:

Duncan Craig, DC Comms


duncan@dc-comms.com