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.
このようなローカルニュースOTTアプリ視聴の急増は、放送局やブランドにとって同様に強力な新しいエコシステムを構築しており、ローカル市場全体の視聴者により深く、より魅力的なコンテンツを提供している。
デジタルの移行はローカルなもの
65以上の地方テレビ局が、ニールセンでOTTの視聴者数を測定し、従来のニュース番組視聴者と比較（販売）することを決定した。
データを見ると、OTTアプリを測定しているローカル局の成長が見られる。2025年8月、2歳以上の平均6万1000人がOTTを通じて地元局にチャンネルを合わせた。
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.
OTTの成長を促進する主なトレンド
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.
2025年9月、現地のOTT視聴者の73％が65歳未満で、そのうち24％が35～49歳であった。一方、従来のリニア視聴者では、65歳未満が51％を占め、35～49歳が12.8％を占めるニールセンについて
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.
下のビジュアルでは、サンアントニオはカー郡のグアダルーペ川の氾濫の結果、チューニングが3倍に増加した。ローカルニュースは最も重要なときにそこにあった。
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.
利益を生むピボット
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.
地元の視聴者の力を説明するために、ロサンゼルスでOTTを測定している3つの放送局を使ったスケジュール比較を見てみた。この例では、従来のスケジュールにストリーミングを加えることで、ローカルOTTは最大20％の視聴率アップをもたらす可能性がある。また、ストリーミングは従来よりも高い頻度で配信する能力がある。
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.
その先にあるもの
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 Nielsen’s comprehensive television audience solutions, including local TV measurement.
