LG Ad Solutions releases comprehensive diversity studies revealing CTV viewing patterns

LG Ad Solutions announced on September 10, 2025, the release of The Inclusive Screen 2025: US Edition, a comprehensive research series examining connected TV viewing habits among Black Americans, Hispanic Americans, Asian Americans, and LGBTQ+ Americans. The studies, conducted in June and July 2025, surveyed over 1,700 respondents across four demographic groups.

According to the research, 94% to 97% of these communities own internet-connected televisions, with Hispanic Americans and Asian Americans showing the highest adoption rates. The survey methodology involved online panels representative of US Census demographics by age and gender, with sample sizes ranging from 300 to 603 respondents per group.

Each demographic group showed strong preference for streaming over traditional television, with percentages ranging from 57% for LGBTQ+ Americans to 64% for both Black Americans and Asian Americans. "Can be watched at own pace" emerged as the top reason across all groups, cited by 63-65% of respondents. Other leading factors included easier content discovery, access to recent movies, and more content options.

The research revealed significant differences in content discovery patterns. Black American CTV viewers ranked the TV home screen as their primary content discovery source at 53%, while other groups placed friend and family recommendations first, with TV home screens ranking second at 38-44%. Content discovery time averaged 14-16 minutes across all groups, representing substantial engagement periods.

Free ad-supported streaming dominated preferences across all demographics. Between 68% and 74% of respondents preferred free video content with ads over paid subscriptions. This trend aligns with broader industry analysis covered by PPC Land demonstrating Connected TV's growing share of media budgets, projected to double from 14% in 2023 to 28% in 2025.

The studies documented subscription cycling behaviors, with 63-81% of respondents likely to sign up for streaming services and cancel after watching specific content. LGBTQ+ Americans showed the highest cycling rate at 81%, while Asian Americans recorded the lowest at 63%. Net subscription changes varied by group, with some showing net additions while others demonstrated net removals over 12-month periods.

Language preferences revealed important targeting opportunities. Hispanic Americans showed significant multilingual consumption, with 58% paying more attention to ads in other languages and 71% watching mixed English and Spanish content. Asian Americans demonstrated similar patterns, with 62% responding more to non-English advertising and 49% consuming mixed English and foreign-language content.

Multitasking during viewing reached high levels across all groups, ranging from 93% to 96%. Gaming emerged as particularly popular among Asian Americans at 47%, while messaging dominated across other demographics at 52-59%. Shopping while watching TV showed consistent engagement across groups at 36-51%.

Representation in content and advertising proved crucial for engagement. Between 70% and 85% of respondents across groups were more likely to watch accurately representative content. Asian Americans showed the strongest preference at 74%, while LGBTQ+ Americans reached 85%. Similar patterns emerged for advertising, with attention to representative ads ranging from 55% to 70% across groups.

The research documented significant action rates following CTV advertising exposure. Website visits led actions across all groups at 39-51%, followed by online searches at 39-51%. Purchase rates varied significantly, with Black Americans showing the highest conversion rate at 32% compared to 27% for Asian Americans. These findings align with industry trends tracked by PPC Land showing CTV's effectiveness for driving consumer actions.

News and talk shows dominated viewing preferences across Black, Hispanic, and Asian American households according to LG's device data from the first half of 2025. Reality programming also showed strong performance, particularly among Black Americans. Sports content varied by group, with playoff sports indexing highly among Hispanic households while tennis showed particular affinity among Asian Americans.

Advertising category preferences differed by demographic. Pharmaceutical, health and beauty, and restaurant advertisers dominated spending on Black-cultural networks including BET, OWN, and Bounce. Spanish-language networks showed similar patterns with restaurant, health and beauty, and pharmaceutical brands leading ad exposure duration.

The research implications extend beyond audience insights to strategic campaign planning. Connected TV measurement capabilities continue expanding, with attention metrics becoming increasingly important for campaign optimization. The studies support advertiser demand for authentic representation and relevant targeting in CTV environments.

Technical capabilities for reaching these audiences have advanced significantly throughout 2025. Contextual targeting solutions now enable scene-level emotional and content alignment, while privacy-first approaches maintain targeting effectiveness without individual user tracking.

The research provides specific recommendations for each demographic group. For Black Americans, priorities include leveraging free ad-supported platforms, focusing on representation, using advanced targeting, and incorporating TV home screen placements. Hispanic Americans require bilingual content strategies, cultural authenticity, and family-focused messaging. Asian Americans benefit from multilingual approaches, representation emphasis, and premium inventory access. LGBTQ+ Americans respond to authenticity, exclusive content access, and community-focused creative strategies.

LG Ad Solutions collected the data through its Inclusive Screen Series methodology, combining survey responses with automatic content recognition data from connected TV devices. The timing follows significant industry investment in CTV measurement and targeting capabilities, with contextual solutions showing 2x lift in awareness and 5x lift in favorability compared to standard benchmarks.

The announcement comes as programmatic CTV advertising continues expanding, with 72% of marketers planning increased investment in 2025. Platform partnerships between major streaming services and advertising technology providers have created new opportunities for reaching diverse audiences through authenticated household targeting.

Industry context shows Connected TV officially surpassed combined broadcast and cable television viewing for the first time in May 2025, reaching 44.8% of total TV consumption. This milestone supports the research findings showing high CTV adoption among diverse communities and validates advertiser interest in understanding viewing patterns across demographic segments.

Timeline

• June 2025 - LG Ad Solutions conducts surveys of LGBTQ+, Asian American, and Black American CTV viewers
• July 2025 - Hispanic American CTV viewer survey completed
• September 10, 2025 - The Inclusive Screen 2025: US Edition research series announced
• July 9, 2025 - Industry research shows 72% of marketers reuse creative assets across CTV and social platforms
• August 19, 2025 - Kargo CTV campaigns achieve 78% higher attention than industry standards 
• July 16, 2025 - Wunderkind launches programmatic CTV pause ads with 79% cost reduction

Summary

Who: LG Ad Solutions conducted research examining 1,700+ CTV viewers across Black American, Hispanic American, Asian American, and LGBTQ+ communities.

What: Comprehensive diversity studies revealing streaming preferences, content discovery habits, subscription behaviors, and advertising response patterns among diverse CTV audiences.

When: Surveys conducted June-July 2025, with results announced September 10, 2025.

Where: United States market, with data collection via online panels representative of US Census demographics.

Why: The research addresses advertiser demand for authentic audience insights as CTV adoption reaches 94-97% among diverse communities and streaming officially surpasses traditional television viewing.