The Shoppable TV Report: 2025 and Beyond – How Consumers Are Driving the Next Wave of Shoppable TV Innovation

Insights from LG Ad Solutions reveal new ways consumers are embracing shoppable TV, redefining the connected TV advertising experience and generating innovative opportunities for brands to drive results

MOUNTAIN VIEW, Calif.--(BUSINESS WIRE)--LG Ad Solutions, a global leader in connected TV (CTV) and cross-screen advertising, has today announced findings from a newly released study titled The Shoppable TV Report: 2025 and Beyond, its latest report on the evolving habits of consumers and their preferences towards shoppable TV advertising. With 70% of CTV viewers indicating they'd save products in a wishlist on their TVs to check out on another device, the study reveals a transformative shift in how viewers approach commerce – signaling a new wave of innovation for brands and streaming platforms to simplify the path to purchase on the biggest screen in the home.

Key findings from the study include:

• A desire to do more with shoppable TV: While the majority of CTV viewers say they use their mobile phones to make a purchase after seeing a TV ad, 60% would save their shipping and payment details on their TV for quick checkout.
• Tech integration takes center stage: When asked how they’d like to complete purchases via TV, 62% of CTV viewers would use their voice to add products through a smart home device.
• Key TV purchase drivers: Top drivers of TV ad purchases include discounts or promotions (57%), product features (42%), demonstrations of product use (36%), and attractive visuals (32%).
• Features of shoppable ad creatives can drive brand marketing goals: Dynamic creative, time-sensitive, special offers and click to on-screen landing pages can help drive 2-5X lift in brand consideration and purchase intent (compared to US benchmarks).

“While secondary screens like mobile devices remain integral to shopping and the broader advertising ecosystem, it’s clear consumers want more when it comes to TV,” said Monica Longoria, Head of Marketing Insights at LG Ad Solutions. “Emerging technologies are set to drive this next wave of innovation – eliminating friction and paving the way for a more seamless, intuitive shoppable TV experience.”

For more information on LG Ad Solutions and to download the report, visit https://lgads.tv/resource/the-shoppable-tv-report-2025-and-beyond.

About LG Ad Solutions

LG Ad Solutions is a global leader in connected TV and cross-screen advertising, helping brands find hard-to-get unduplicated reach at optimal frequency across the fragmented streaming TV landscape. We bring together LG’s years of experience in delivering world-class smart TVs to consumers worldwide with big TV audience data and Video AI designed to connect brands with audiences across all screens.