Half of Australian Connected TV (CTV) viewers now use their TV’s home screen as the primary guide for what to watch, according to new research from LG Ad Solutions.
The Big Shift 2025 | Australia Edition study found that 50 per cent of respondents turn to the home screen for recommendations and inspiration, reflecting its growing role in content discovery. The survey, conducted with more than 1,000 Australian CTV users, highlights how streaming continues to reshape the television experience.
Streaming is now the preferred way to watch TV for 63 per cent of Australians. With content spread across numerous apps and platforms, LG TV owners were found to be more likely to engage with features such as built-in search and personalised content hubs.
“The home screen is quickly becoming the new primetime,” said Alex Blundell Jones, Commercial Director, Australia at LG Ad Solutions. “It’s where the viewing journey begins, and for brands and content providers, it represents one of the most valuable touchpoints to capture attention in a fragmented media landscape.”
Alex Blundell Jones, Commercial Director LG Ads Solutions, Australia
Home screen as the new mass-reach moment
OzTAM data shows the decline in mass-audience TV events – in 2021, 66 programs averaged more than one million metro viewers; by 2024, that figure had fallen to just six. LG Ad Solutions positions the home screen as the one destination every viewer sees when powering on their device, offering advertisers a way to close the reach gap.
Other key findings
• Big screen preference: 81 per cent prefer to watch movies on the TV, 76 per cent for TV shows, and 70 per cent for sport.
• Ad-supported streaming favoured: 64 per cent prefer free content with ads over paid ad-free subscriptions. 53 per cent are regular free ad-supported streaming TV (FAST) users, with FAST adoption outpacing SVOD growth four to one year-on-year.
• Growing use of built-in features: More than half use content hubs for sports, music streaming, fitness apps, gaming and shopping. 58 per cent played games via their Smart TV in the past year.
• Ad relevance matters: 77 per cent prefer ads aligned with their interests, 66 per cent want ads relevant to the content they’re watching, and nearly half say they pay more attention to ads while streaming.
• CTV ads drive action: After seeing a streaming ad, 37 per cent visited a website, 36 per cent searched for a product, 25 per cent made a purchase, and 24 per cent visited a store.
• Live content growing: 58 per cent have streamed live sports, and 32 per cent have watched award shows or music festivals via streaming.
“Live content is becoming a cornerstone of the CTV experience, especially in the world of sports,” Blundell Jones added. “With 58% of Australian viewers streaming live sports, we’re seeing how CTV is not just for on-demand entertainment—it’s where fans now gather for marquee cultural moments, big games, and shared experiences. For brands, this represents a powerful opportunity to connect with engaged audiences in the moments that matter most.”
The findings suggest that as streaming’s share of viewing grows, the first impression a viewer has – often the home screen – is set to play an even more decisive role in shaping audience behaviour and advertising impact.