Key stat: 32% of US connected TV (CTV) users find traditional TV ads useful/helpful for holiday gift info, while 34% say the same about streaming TV ads, according to June 2025 data from LG Ad Solutions.

Beyond the chart:

• Over two-thirds (69%) of CTV viewers want holiday TV ads to make it easier to buy a product, per the same data.
• Nearly all (93%) of CTV viewers shop on other devices while watching TV, per LG Ad Solutions.

Use this chart: If you're planning a holiday campaign, don’t overlook streaming TV. Tailor creative to blend entertainment with utility—think gift guides, limited-time offers, or shoppable video. CTV is where ad relevance meets viewer intent.

Related EMARKETER reports:

• Holiday Shopping 2025 (EMARKETER subscription required)
• Time Spent With Connected Devices 2025 (EMARKETER subscription required)

Methodology: Data is from the July 2025 LG Ad Solutions report titled "Season’s Streamings: Holiday Shopping & TV Viewing Trends in 2025." 1,243 US adults ages 18+ were surveyed online during June 2025. All respondents had an internet-connected TV. The survey panel was representative of the US census by age and gender. LG Ad Solutions is a provider of connected TV and cross-screen advertising services.