The Big Shift 2025 | UK Edition

 

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 | UK 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 UK CTV viewers prefer streaming TV. 8 in 10 UK internet users have an internet-connected TV, and 52% of UK 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. UK 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 (56%), on-screen shopping (54%) and more.
• FAST gains ground in tough economic times. With 24% of UK CTV viewers canceling at least one paid streaming subscription in the past year, 69% now say they prefer free ad-supported content and 20% plan to add a FAST service in the next 12 months.
• CTV ads drive real-world action. After viewing a relevant streaming advert, 39% of UK CTV viewers visited a website, 35% searched for a product online, 23% made a purchase, and 20% visited a physical store.

For more information on The Big Shift 2025 | UK Edition, download the full report today!