As consumers continue to shift to streaming TV for more control over their viewing and seemingly infinite content, they have developed new behaviours around content discovery, subscription streaming access and TV adverts. The Big Shift 2025 | Australia Edition is the fourth installment in LG Ad Solution’s annual Big Shift insights series to determine consumer perceptions and behaviours related to CTV viewership.
Among the report’s findings:
- The Big Shift to CTV continues, as most Australian CTV viewers prefer streaming TV. 9 in 10 Australian internet users have an internet-connected TV, and 63% of Australian CTV viewers prefer streaming, primarily for more control, more content and access to recently released movies.
- The TV Home Screen isn’t just a place to find TV and movies. Australian CTV viewers are now open to unlocking the full breadth of their TV’s capabilities with built-in content hubs for activities like fitness training programs (62%), cloud gaming (54%), on-screen shopping (53%) and more.
- FAST gains ground in tough economic times. 55% of Australian CTV viewers are concerned about streaming subscription costs due to economic uncertainty, which has led to increasing preference for and usage of free ad-supported streaming TV (FAST) apps–64% prefer FAST vs. subscription streaming, and 53% use FAST services at least 2 hours per week.
- CTV ads drive real-world action. After viewing a relevant streaming advert, 37% of Australian CTV viewers have visited a website, 36% have searched for a product online, 25% have made a purchase, and 24% visited a physical store.
For more information on The Big Shift 2025 | Australia Edition, download the full report today!
