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.
Questa impennata nella visione delle app OTT per le notizie locali sta creando un nuovo potente ecosistema per le emittenti e i marchi, e sta fornendo contenuti piรน profondi e coinvolgenti agli spettatori dei mercati locali.
La migrazione digitale รจ locale
Oltre 65 emittenti televisive locali hanno deciso di misurare il proprio pubblico OTT con Nielsen per poterlo confrontare (e vendere) con quello che guarda i propri telegiornali tradizionalmente.
Osservando i dati, si nota una crescita delle stazioni locali che misurano le loro app OTT. Nell'agosto 2025, una media di 61 mila persone di etร pari o superiore ai 2 anni si sono sintonizzate sulle emittenti locali tramite OTT, con un aumento del 69% rispetto all'anno precedente.
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.
Tendenze chiave che guidano la crescita dell'OTT
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.
Nel settembre 2025, il 73% del pubblico OTT locale aveva meno di 65 anni, con il 24% di tale pubblico di etร compresa tra i 35 e i 49 anni. In confronto, tra gli spettatori lineari tradizionali, circa il 51% del pubblico ha meno di 65 anni, con il 12,8% di persone tra i 35 e i 49 anni.
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.
Nella foto qui sotto, San Antonio ha registrato un aumento di tre volte della sintonizzazione a seguito dell'esondazione del fiume Guadalupe nella contea di Kerr. Le notizie locali erano presenti quando era piรน importante.
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.
Un pivot redditizio
The explosion of local news viewing on streaming platforms is not just an audience win; itโs 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.
Per illustrare la potenza dell'audience locale, abbiamo esaminato un confronto tra i palinsesti di tre emittenti che stanno misurando l'OTT a Los Angeles. In questo esempio, l'OTT locale potrebbe portare fino al 20% di aumento aggiungendo lo streaming al palinsesto tradizionale. Lo streaming ha anche la capacitร di offrire una frequenza maggiore rispetto a quella tradizionale.
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.
Cosa ci aspetta
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.
Learn more about Nielsenโs comprehensive television audience solutions, including local TV measurement.
