LG Ad Solutions' 'Stadium to Screen' report reveals a substantial shift in sports viewing habits. In the UK, 33% of CTV users prefer linear TV for live sports, while 74% stream sports via CTV. Engagement is high, with 40% of viewers watching nearly all their favorite teams' games. Trends show rising sports betting interest (two-thirds planning to use apps in 2025) and high multitasking rates. The report emphasizes the importance of relevant advertising, with majority viewer engagement during live sports broadcasts.
The study reveals a shift toward connected TV (CTV) as the primary platform for live sports, signalling a new era in how fans engage with their favourite teams.
With 74% of UK CTV users now streaming live sports, the report sheds light on changing behaviours and opportunities for brands and streaming platforms alike.
65% of viewers pay attention to ads during live sports, with 76% wishing ads during sporting events were more relevant to them.
Two-thirds of UK CTV viewers plan to use sports betting apps in 2025, with Bet365 - Sports Betting leading the pack.
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