Quantifying the Influence of the Smart TV Home Screen
MARKETINGENTERTAINMENT
Smart TV Home Screens have become the new Movie Trailer, New LG Ad Solutions study finds.
In the age of streaming, where released windows are shifting and box office performance is increasingly hard to predict, Hollywood is searching for a more direct way to reach audiences. According to new research from LG Ad Solutions, they may have found it, right on the "first impression" surface of the television.
A new study titled Smart TV Home Screens Have Become the New Movie Trailer reveals that the Home Screen has emerged as the most influential touchpoint for moviegoers, guiding everything from opening-weekend ticket sales to at-home digital rentals.
The Home Screen: A Revenue Powerhouse
The data paints a clear picture of the Home Screen's dominance in the modern marketing ecosystem. According to the study:
86% of viewers say Home Screen promotions have reminded them that a new movie is available for rent or purchase at home.
67% of those viewers actually followed through and rented or bought the film.
This direct-to-transaction behavior makes the Home Screen one of the most effective revenue drivers available to studios today.
“The Home Screen has quietly become the new movie trailer,” said Megan Kovacs, VP, Head of Media & Entertainment at LG Ad Solutions. “Audiences want to see what's new, where it's available, and whether it's worth their time, all in one place.”
Influencing the Theatrical Experience
The influence isn't limited to digital rentals; it extends directly to the cinema. 96% of moviegoers report that TV Home Screen promotions influence their decision to see a film in theaters, and 33% have attended a movie specifically after seeing it promoted on their TV Home Screen.
This is particularly important given how early audiences begin their planning. The research found that 63% of moviegoers check showtimes at least a day before attending, and 34% buy tickets at least 24 hours in advance. By appearing on the Home Screen during this high-intent window, studios can stay top-of-mind during the critical decision-making period.
Beyond Social Media
While social media is often cited as a major discovery tool, the study found that television remains the top channel for learning about new films. 79% of moviegoers discover movies through TV or streaming ads, significantly higher than the 59% who cite social media.
Studios are increasingly leveraging advanced creative tools like interactive trailers and "Home Screen Roadblocks", placements that offer exclusive access and a guaranteed share of voice, to capture this attention. Previous LG Ad Solutions analysis shows that these premium placements can deliver a 2x higher brand consideration lift compared to standard industry benchmarks.
As releasing strategies continue to evolve, the Smart TV Home Screen is proving to be the single, high-impact channel that building awareness across the full release window, from the theater to the living room.