Asian American households are redefining the connected TV experience. They are exploring content that resonates, embracing technology for convenience, and finding new ways to connect with what matters most. LG Ad Solutions’ latest study—The Inclusive Screen 2025: Asian Americans – A Look into CTV Usage and Preferences—reveals how Asian Americans are turning to CTV for inspiration, control, and a more personalized viewing experience.
Here’s what we discovered:
- Asian Americans prefer streaming. 64% of Asian CTV viewers choose streaming over traditional TV, valuing the ability to control their viewing experience and discover content more easily.
- The TV home screen is a key content discovery hub. Asian CTV viewers rely on the TV home screen as their top source for finding new content, alongside recommendations from friends and family, app homepages, and social media.
- CTV ads drive engagement and decisions. 80% of Asian CTV viewers prefer ads that are relevant to their interests, and 50% pay closer attention to ads in another language, making CTV ads a powerful tool for discovery and connection.
Get the full study—The Inclusive Screen 2025: Asian Americans – A Look into CTV Usage and Preferences—and learn how Asian American households are shaping their viewing experiences through connected TV.
