New insights reveal how connected TV is transforming live sports viewing, reshaping fan engagement, and creating new opportunities for advertisers to captivate audiences.
LG Ad Solutions Stadium to Screen – Streaming Live Sports in 2025 (Graphic: Business Wire)
LG Ad Solutions Stadium to Screen – Streaming Live Sports in 2025 (Graphic: Business Wire)
MOUNTAIN VIEW, Calif.–(BUSINESS WIRE)–LG Ad Solutions, a global leader in connected TV and cross-screen advertising, today announced findings from a newly released study titled Stadium to Screen, its latest report on the evolving habits of sports viewers across the U.S., U.K., and Canada. The study reveals a dramatic shift toward connected TV (CTV) as the primary platform for live sports, signaling a new era in how fans engage with their favorite teams and athletes. With 80% of U.S. CTV users now streaming live sports, the report sheds light on changing behaviors and opportunities for brands and streaming platforms alike.
Key U.S. findings include:
The study also highlights trends in sports betting, multitasking, and advertising during live sports:
“This year’s Stadium to Screen findings highlight the continued migration of live sports to CTV formats and the exciting opportunities this presents for fans, advertisers, and platforms alike,” said Michael Hudes, CEO of LG Ad Solutions. “Audiences want more than just streaming—they want interactivity, personalization, and experiences that seamlessly enhance their connection to the game. As the biggest screen in the home becomes the center of sports viewing, brands have a unique opportunity to captivate fans with relevant, engaging content.”
Global insights:
About LG Ad Solutions
LG Ad Solutions is a global leader in connected TV and cross-screen advertising, driven by our mission to create meaningful connections between brands and their audiences. With a vast network of award-winning LG Smart TVs worldwide, we offer advertisers and content creators unparalleled scale, reach, and personalized precision on the largest screen in the home.
Press Contact
Sara Serbanoiu
sserbanoiu@daddibrand.com
Press Contact
Sara Serbanoiu
sserbanoiu@daddibrand.com
