As the entertainment landscape shifts and viewing habits fragment, the Smart TV Home Screen is becoming a powerful driver of UK entertainment choices, influencing how viewers engage with films both in cinemas and at home. According to new research from LG Ad Solutions, the Home Screen is not only where audiences discover what to watch – it’s where they decide how and where to watch it.
Based on a study of over 1,000 UK connected TV users who go to the cinema, the findings underscore the Home Screen’s growing impact on both cinema attendance and at-home rentals and purchases: 93% of cinemagoers have seen a new film promoted on their TV Home Screen, while 35% say that promotion led them to go see it in cinemas (11% higher for LG Smart TV users); in addition, 80% have been reminded by a Home Screen promo that a film was available to rent or buy and 56% have rented or purchased a film after seeing it promoted at home.
Beyond awareness, the research shows that Home Screen placements are driving high-intent actions: 52% go on to watch the trailer; 51% search for more information: and 43% discuss it with friends or family
TV remains the most influential channel for film discovery – cited by 68% of respondents and outperforming social media ads by 15 points. The data also shows that 94% of cinemagoers find Home Screen film promotions influential in their decision to visit a cinema.
The data also highlights when and how viewers make decisions. 81% of cinemagoers look up showtimes and 57% buy tickets at least one day before attending, presenting an opportunity for studios to reach audiences early with dynamic, location-aware messaging.
“The Smart TV Home Screen has become an important canvas for creative executions around film launches”, said Sufyan Lakhana, AV Associate Director at Publicis Imagine. “It provides a premium, uncluttered environment where creative can land at a moment when families are open to discovery and storytelling.”
“Our research shows that the Smart TV Home Screen isn’t just a place where viewers start their entertainment journey, it’s where moviegoers are inspired to take action,” said Ben Orford, Head of Sales, Media & Entertainment Europe, LG Ad Solutions. “For studios and distributors, it represents a powerful touchpoint to influence decisions both in cinemas and at home and capture consumer attention at the intersection of discovery, intent, and action.”
Studios are increasingly using LG Ad Solutions’ advanced creative tools—trailers, interactive 3D formats, and countdown 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, reaching millions of households in a short period’. Previous analysis by LG Ad Solutions found that these premium placements deliver 1.5x higher brand consideration lift and 2.2% higher ad recall lift in the UK compared to the EU benchmark. This proves 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 report here.
LG Ad Solutions is a client of Bluestripe Group, the publisher of New Digital Age.
