As movie lovers continue to split their time between theaters and the comfort of home, understanding how audiences discover, evaluate, and ultimately watch new releases has never been more important. LG Ad Solutions conducted a study, Silver Screen & Home Screen: How Movies are Watched in 2025 (US Edition), to uncover key behavioral trends shaping today’s movie-viewing journey—across theaters, streaming platforms and the TV Home Screen.
Among the report’s findings:
- TV remains the top discovery channel. 79% of moviegoers learn about new films through TV or streaming ads — far ahead of social media (59%), the next most influential channel.
- Planning happens early. 63% of moviegoers check showtimes at least a day before attending, and 34% buy tickets at least a day in advance — creating a prime window for Home Screen exposure.
- Trailers power movie consideration. 54% cite interesting trailers as a top factor in choosing movies, alongside genre (56%) and desire for the big-screen experience (42%). Studios can enhance these assets using advanced creative tools to make CTV trailers even more engaging.
For more information on Silver Screen & Home Screen: How Movies are Watched in 2025 (US Edition), download the full report today!
