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.
이러한 지역 뉴스 OTT 앱 시청의 급증은 방송사와 브랜드 모두에게 강력하고 새로운 생태계를 조성하고 있으며, 지역 시장의 시청자에게 더 깊이 있고 매력적인 콘텐츠를 제공하고 있습니다.
디지털 마이그레이션은 로컬로 이루어집니다.
65개 이상의 지역 텔레비전 방송국이 닐슨을 통해 OTT 시청자를 측정하여 기존 뉴스 캐스트를 시청하는 시청자와 비교(및 판매)하기로 결정했습니다.
데이터를 살펴보면 지역 방송국의 OTT 앱 시청자 수가 증가하고 있는 것을 확인할 수 있습니다. 2025년 8월에는 평균 6만 1천 명의 2세 이상 인구가 OTT를 통해 지역 방송국을 시청했으며, 이는 전년 대비 69% 증가한 수치입니다.
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 성장을 이끄는 주요 트렌드
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.
2025년 9월 국내 OTT 시청자의 73%는 65세 미만이며, 그 중 35~49세 시청자는 24%입니다. 이에 비해 전통적인 선형 시청자 중 65세 미만 시청자는 약 51%, 35~49세 시청자는 12.8%를 차지했습니다.
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.
아래 영상에서 샌안토니오는 커 카운티의 과달루페 강 범람으로 인해 튜닝이 3배나 증가했습니다. 가장 중요한 순간에 지역 뉴스가 있었습니다.
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.
수익성 있는 피벗
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.
지역 시청률이 얼마나 강력한지 설명하기 위해 로스앤젤레스에서 OTT를 측정하는 세 방송국의 스케줄 비교를 살펴봤습니다. 이 예에서 로컬 OTT는 기존 스케줄에 스트리밍을 추가함으로써 최대 20%까지 시청률을 높일 수 있었습니다. 또한 스트리밍은 기존 방송보다 더 높은 주파수를 제공할 수 있습니다.
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.
앞으로의 과제
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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