The way Americans consume local news is undergoing a dramatic transformation, moving from the traditional broadcast screen to the personalized, on-demand world of over-the-top (OTT) streaming. Local news apps on platforms like Roku, Samsung, Amazon Fire TV and Apple TV are not just an alternative; they are rapidly becoming a primary source of news and information, particularly for younger, “cord-cutting” audiences.
Diese Zunahme der Nutzung von OTT-Apps für Lokalnachrichten schafft ein leistungsfähiges neues Ökosystem für Sender und Marken gleichermaßen - und liefert den Zuschauern in allen lokalen Märkten tiefer gehende, interessantere Inhalte.
Die digitale Migration ist lokal
Über 65 lokale Fernsehsender haben beschlossen, ihr OTT-Publikum mit Nielsen zu messen, um es mit den Zuschauern zu vergleichen (und zu verkaufen), die ihre Nachrichtensendungen auf herkömmliche Weise sehen.
Ein Blick auf die Daten zeigt ein Wachstum bei den Lokalsendern, die ihre OTT-Apps messen. Im August 2025 schalteten durchschnittlich 61 Tausend Menschen ab 2 Jahren ihre Lokalsender über OTT ein, was einem Anstieg von 69 % gegenüber dem Vorjahr entspricht.
The overall digital shift in news consumption has been well-documented, with over half of U.S. adults now consuming their news through digital platforms like websites, apps and social media. However, local TV news is uniquely positioned to capitalize on the connected TV landscape.
Local television broadcasters, already a highly trusted source of information in their communities, have aggressively moved their product to dedicated streaming apps. This effort is driven by a clear mandate: reach new audiences and provide content where viewers are already spending their time.
Wichtige Trends für das OTT-Wachstum
Bridging the age gap: For years, local TV’s primary audience has skewed older. However, OTT is providing a crucial lifeline to younger demographics. Studies show a significant number of Gen Z and Millennials are actively streaming local news on various platforms, a clear sign that broadcasters are successfully engaging the next generation of news consumers.
Im September 2025 waren 73 % der lokalen OTT-Zuschauer unter 65 Jahre alt, wobei 24 % der Zuschauer zwischen 35 und 49 Jahren alt waren. Im Vergleich dazu sind bei den traditionellen linearen Zuschauern etwa 51 % der Zuschauer unter 65 Jahre alt, 12,8 % davon sind 35-49 Jahre alt.
Opportunity for multicultural reach: While OTT provides content producers opportunities to connect with younger audiences, we also see the potential to reach diverse audiences. In September 2025, 29% of the local OTT audiences identified as Black, higher in comparison to 21% Black traditional local news audiences. Reach to Hispanic audiences was more equally split between OTT and traditional (~15%).
The power of on-demand and depth: Traditional linear newscasts are constrained by time. OTT apps shatter those constraints, allowing newsrooms to go deeper. Investigative units, for instance, are utilizing OTT to produce long-form, mini-documentary-style content, providing the in-depth context that viewers crave but often can’t get in a 30-minute broadcast.
Live and breaking news dominance: When severe weather hits or major breaking news occurs, local news remains an essential resource. Streaming apps provide the flexibility for 24/7 continuous live coverage, ensuring audiences get real-time updates directly to their preferred streaming device, often quicker than traditional means.
In der nachstehenden Abbildung ist zu sehen, dass San Antonio infolge der Überschwemmung des Guadalupe River in Kerr County eine dreifache Steigerung der Stimmungslage erlebte. Die Lokalnachrichten waren da, als es am wichtigsten war.
Localizing the ‘Plus’ model: Broadcasters are solidifying their streaming offerings with dedicated “Plus” apps and channels. Major station groups are expanding their live digital news streams, adding hundreds of new hours of local programming a week to meet the escalating demand for local coverage at all hours, including traditionally underserved time slots like the morning news block.
Ein profitabler Schwenk
The explosion of local news viewing on streaming platforms is not just an audience win; it’s an economic one. OTT advertising revenue for local TV stations has grown significantly, driven by local advertisers who are increasingly willing to include connected TV in their media plans.
Zur Veranschaulichung der Macht der lokalen Zuschauerschaft haben wir einen Programmvergleich mit drei Sendern durchgeführt, die OTT in Los Angeles messen. In diesem Beispiel könnte lokales OTT eine Steigerung von bis zu 20 % bewirken, wenn das traditionelle Programm durch Streaming ergänzt wird. Streaming hat auch die Fähigkeit, eine höhere Frequenz als das traditionelle Programm zu liefern.
This is fundamentally changing the digital business model. Stations are evolving to act more like local digital agencies, bundling their own app inventory with third-party streaming placements to offer unified, full-funnel advertising strategies. For high-performing stations, two-thirds of their digital income now comes from off-property inventory, with streaming video buys serving as the centerpiece.
Advertisers benefit as well. Increased access to local consumers can help them reach key demographics with targeted local messaging, which can create connections and loyalty that pave the way for long-term success.
Was vor uns liegt
While the market for local news streaming remains fragmented, the trajectory is undeniable. The combination of a highly trusted local brand, the flexible delivery of OTT, and the ability to offer richer, on-demand content makes local news apps a vital component of the modern media landscape. As more stations invest in dedicated OTT production and original content, the gap between traditional linear viewing and streaming engagement is expected to narrow further, solidifying local news’s enduring relevance in the streaming age.
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