Smart TV Home Screens Have Become the New Movie Trailer, New LG Ad Solutions Study Finds

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MOUNTAIN VIEW, Calif.--(BUSINESS WIRE)--Dec 17, 2025--

As Hollywood navigates unpredictable box office performance and evolving release windows, new research from LG Ad Solutions reveals a major shift in how audiences discover and decide which movies to watch. The Smart TV and TV Home Screen have emerged as the most influential surface guiding movie choices — from opening-weekend ticket purchases to at-home rentals.

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According to the study, 86% of viewers say a Home Screen promotion has reminded them that a new movie is available to rent or purchase at home—and 67% have followed through by renting or buying the movie. This makes the Home Screen one of the most direct revenue drivers in the entire movie marketing ecosystem.

The research also highlights the Home Screen’s growing influence on theatrical behavior: 96% of moviegoers say TV Home Screen promotions influence their decision to see a film in theaters, and 33% have attended a movie after seeing it promoted on their TV Home Screen. Together, these findings cement the Home Screen as a critical touchpoint across the full movie lifecycle.

“The Home Screen has quietly become the new movie trailer,” said Megan Kovacs, VP, Head of Media & Entertainment, LG Ad Solutions. “Audiences want to see what’s new, where it’s available, and whether it’s worth their time — all in one place. Our research shows that when studios use the Home Screen strategically, they can influence decisions, drive attendance, and stay top-of-mind from theatrical release all the way through digital availability.”

Additional Key Findings

• TV remains the top discovery channel: 79% of moviegoers learn about new films through TV or streaming ads — far ahead of social media ( 59% ), the next most influential channel.

• Planning happens early: 63% of moviegoers check showtimes at least a day before attending, and 34% buy tickets at least a day in advance — creating a prime window for Home Screen exposure.

• Trailers power consideration: 54% cite interesting trailers as a top factor in choosing movies, alongside genre ( 56% ) and desire for the big-screen experience ( 42% ). Studios can enhance these assets using advanced creative tools to make CTV trailers even more engaging.

The research highlights a major shift in movie marketing: the Smart TV Home Screen is now one of the most influential touchpoints for driving both theatrical and at-home decisions. By reaching heavy theatergoers and high-intent digital buyers in the same place, the Home Screen gives studios a single, high-impact channel for building awareness and prompting action across the full release window.

Studios are increasingly using LG Ad Solutions’ advanced creative tools—trailers, interactive formats, and dynamic messaging—to elevate discovery moments and extend the value of existing assets. And for even greater impact, Home Screen Roadblocks offer exclusive access and guaranteed share of voice on the LG Home Screen. Previous analysis by LG Ad Solutions found that these premium placements deliver 2x higher brand consideration lift compared to the U.S. M&E benchmark, showing how Home Screen inventory can meaningfully move audiences toward choosing what to watch next.

To explore the complete findings and implications for marketers, download the full reporthere.

View source version on businesswire.com:https://www.businesswire.com/news/home/20251217484335/en/

CONTACT: Sara Serabnoiu

[email protected]

KEYWORD: CALIFORNIA UNITED STATES NORTH AMERICA

INDUSTRY KEYWORD: APPS/APPLICATIONS MOBILE/WIRELESS TECHNOLOGY ENTERTAINMENT ONLINE COMMUNICATIONS AUDIO/VIDEO TV AND RADIO DIGITAL MARKETING CONSUMER ELECTRONICS

SOURCE: LG Ad Solutions

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PUB: 12/17/2025 10:00 AM/DISC: 12/17/2025 10:00 AM

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