LG Ad Solutions Study Confirms CTV’s Audience Edge
Streaming continues to reshape television, but a new report underscores just how central personalization has become to its evolution. LG Ad Solutions, a global leader in advanced advertising for Connected TV (CTV), has released its 2025 Inclusive Screen Report, which explores the TV viewing habits and advertising preferences of diverse U.S. audiences, including Black, Hispanic, Asian, and LGBTQ+ viewers.
The research reinforces a core industry trend: as consumers turn away from traditional TV toward streaming, advertisers must deliver more relevant and identity-aware experiences. For diverse communities—long underserved or misrepresented in media—personalization is no longer a bonus. It’s an expectation.
“Personalization has moved from preference to an expectation in TV viewing,” said Monica Longoria, Head of Marketing Insights at LG Ad Solutions. “Our latest study shows that diverse audiences want more control, easier discovery, and advertising that reflects their identities. CTV is the medium that delivers on all of these needs. Advertisers who prioritize this will not only connect with these audiences but also drive measurable results.”
Streaming Preference, FAST Momentum
One of the LG Ad Solutions report’s clearest findings is the dominance of streaming over traditional TV across diverse audiences. The majority of viewers prefer streaming: 64% of Black, 64% of Asian, 63% of Hispanic, and 57% of LGBTQ+ audiences say it’s their go-to choice.
Even more striking is the enthusiasm for free ad-supported streaming TV (FAST) services, which have surged in popularity. According to the study, 74% of LGBTQ+, 73% of Asian, 72% of Black, and 68% of Hispanic viewers prefer FAST over ad-free subscriptions. This signals not only a willingness to accept advertising but also an appetite for accessible, value-driven options.
For brands, this creates a critical opportunity: audiences aren’t avoiding ads—they’re embracing them when they feel relevant and well-targeted.
Relevancy and Representation Matter
The LG Ad Solutions study highlights that streaming ads are consistently perceived as more relevant than traditional TV ads. For example, 72% of Black CTV viewers prefer ads tied to the content they’re watching—a figure 22% higher than the general population. Likewise, 70% of Hispanic CTV viewers say they prefer ads that reflect their personal interests.
Longoria stated, in a conversation with StreetFight: “People want to see themselves in the content they watch. When ads reflect real identities and lived experiences, screens stop being passive and become powerful tools for connection. CTV enables brands to meet that expectation with precision, authenticity, and scale.”
Representation also plays a pivotal role in shaping engagement. Eighty-five percent of LGBTQ+ CTV viewers say they are more likely to watch content that portrays people like them. For advertisers, the message is clear: cultural nuance and authenticity are table stakes. Campaigns that miss the mark risk not just being ignored, but alienating the very audiences brands are seeking to reach.
Discovery Starts at the Home Screen
Another key insight centers on content discovery. Diverse audiences spend 14–18 minutes on average deciding what to watch after turning on their TVs. For many, the home screen has become the gateway to discovery—ranked the number one source for Black audiences and number two for Hispanic, Asian, and LGBTQ+ viewers.
This finding highlights the growing importance of the TV home screen as a battleground for attention. The placement of recommendations and ads here plays an outsized role in determining not only what gets watched but which brands break through.
From Ads to Action
The Inclusive Screen Report also confirms that CTV advertising drives action. Compared to the general population, diverse audiences are significantly more likely to search for products, visit brand websites, discuss ads with friends and family, and ultimately make purchases after seeing a CTV ad.
Notably, Black viewers are 52% more likely than the general population to purchase a product after exposure to an ad, and 22% more likely to visit a brand’s website. These conversion-driven behaviors underscore why advertisers are shifting budgets toward CTV environments, where ads can be both highly personalized and immediately actionable.
Implications for Brands and Agencies
The implications of the LG Ads Solutions study are clear for agencies and brand marketers: CTV sits at the intersection of reach, relevance, and representation. It merges the scale of traditional television with the precision of digital targeting, making it uniquely positioned to deliver culturally resonant campaigns.
As the media landscape fragments further, ignoring TV’s most dynamic format could mean missing out on a powerful connection point with some of the nation’s most influential and engaged audiences.
In practical terms, this means investing in strategies that:
- Prioritize identity-informed personalization
- Leverage the home screen as a discovery driver
- Ensure representation and cultural nuance in creative
- Optimize campaigns for actionable outcomes
For brands navigating a post-cookie, identity-fragmented digital landscape, the LG Ad Solutions report positions CTV as not just a safe bet, but potentially a strategic imperative.
To learn more about CTV register now and hear from Dan Page, TikTok’s Global Head of Partnerships, New Screens at Street Fight LIVE 2025 , September 30th in Los Angeles. We hope to see you there!
