From LG Ad Solutions: A Look into CTV Usage and Preferences

Black, Hispanic, and Asian Americans make up over a third of US adults (per MRI-Simmons), but adequate representation of diversity in media & advertising (both on-screen + behind the scenes) continues to be an elusive target.

The Inclusive Screen Series is the next phase of LG Ad Solutions’ Diverse Voices initiative. In this three-part report, we dive into the streaming behaviors of Black, Hispanic and Asian CTV audiences and how their preferences differ from the general population. Part III of the series uncovers CTV usage and preferences of Asian Americans.

Among the report’s findings:

• Streaming for all. 87% of Asian Americans have access to CTVs, and most prefer streaming一 meaning CTV platforms are a strategic place to find Asian viewers.

• There’s no place like the TV Home Screen. 4 in 10 Asian CTV users find content to watch on the TV Home Screen, demonstrating the importance of the TV Home Screen in the viewing experience.

• A diverse message matters. Two-thirds of Asian Americans value diverse content, and prefer ads that portray diversity一 showing the importance of diverse messaging and creative in both content and ads.

For more information on Part III of The Inclusive Screen Series on Asian CTV users, download the full report today!