Photo by Alicia Christin Gerald on Unsplash.
Half of Australian connected TV viewers now rely on the TV's home screen as their primary guide for what to watch, according to research from LG Ad Solutions.
The study, The Big Shift 2025 | Australia Edition, surveyed more than 1,000 Australian CTV users and found that streaming has become the dominant form of TV viewing, preferred by 63% of Australians. As content becomes scattered across dozens of apps and platforms, viewers increasingly look to their smart TV's home screen for recommendations and inspiration.
"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."
The TV home screen has emerged as the new mass-reach moment as mainstream TV tentpole events become increasingly rare. In 2021, 66 programs averaged more than one million metro viewers. By 2024, that number had dropped to just six, according to OzTam.
The home screen is now the one destination every viewer sees when they power on their device, making it prime real estate for advertisers looking to close the reach gap in a fragmented media landscape.
The research found viewers overwhelmingly prefer the largest screen in the house for key content experiences - 81% for movies, 76% for TV shows and 70% for sports.
Streaming video is growing fast, with 64% preferring streaming free video content with ads rather than paying for a subscription without ads. More than half (53%) are regular FAST users, watching two or more hours per week, and FAST app adoption has outpaced SVOD growth four to one year-over-year.
Built-in TV features are gaining traction, with a majority of viewers open to using content hubs such as sports, music streaming, fitness apps, gaming and on-screen shopping directly from their smart TV. Some 58% played games on their smart TV in the past year.
The study found 77% prefer ads that align with their interests and 66% want ads relevant to the content they're watching. Nearly half pay more attention to ads while streaming.
CTV ads drive action, with 37% visiting a website after seeing a streaming ad, 36% searching for a product, 25% making a purchase and 24% visiting a store.
Live content is gaining ground, with 58% streaming live sports and 32% watching award shows or music festivals via streaming.
"Live content is becoming a cornerstone of the CTV experience, especially in the world of sports," said Blundell Jones.
"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."
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