LG Ad Solutions' new report, The Big Shift 2025 | UK Edition, reveals a significant transformation in viewer engagement with connected TVs. The home screen serves as a primary tool for content discovery and decision-making, with 48% of UK viewers relying on it. Growth in Free Ad-Supported TV (FAST) outpaces Subscription Video on Demand (SVOD) by almost tenfold, while viewers exhibit high responsiveness to streaming ads. This shift offers brands fresh opportunities to engage viewers through native advertising strategies on the home screen.
"The home screen has become the front page of the connected household," said Ed Wale, VP, international at LG Ad Solutions. "It's where content is discovered, decisions are made, and increasingly, where brands can capture attention with high-impact, native formats."
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