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.
Esse aumento na visualização de aplicativos OTT de notícias locais está criando um novo e poderoso ecossistema para emissoras e marcas - e está fornecendo conteúdo mais profundo e envolvente para os espectadores nos mercados locais.
A migração digital é local
Mais de 65 emissoras de televisão locais decidiram medir seu público OTT com a Nielsen para comparar (e vender) esse público com o público que assiste a seus noticiários tradicionalmente.
Observando os dados, estamos vendo um crescimento entre as emissoras locais que estão medindo seus aplicativos OTT. Em agosto de 2025, uma média de 61 mil pessoas com 2 anos ou mais sintonizaram suas estações locais por meio de OTT, um aumento de 69% em relação ao ano anterior.
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.
Principais tendências que impulsionam o crescimento da 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.
Em setembro de 2025, 73% do público OTT local tinha menos de 65 anos, sendo que 24% desse público tinha entre 35 e 49 anos. Comparativamente, entre os espectadores lineares tradicionais, cerca de 51% do público tem menos de 65 anos, sendo que 12,8% são pessoas de 35 a 49 anos.
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.
Na imagem abaixo, San Antonio teve um aumento de três vezes na afinação como resultado da inundação do rio Guadalupe no condado de Kerr. As notícias locais estavam lá quando mais importava.
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.
Um pivô lucrativo
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.
Para ilustrar o poder da audiência local, analisamos uma comparação de programação usando três estações que estão medindo a OTT em Los Angeles. Nesse exemplo, o OTT local poderia trazer um aumento de até 20% ao adicionar o streaming à programação tradicional. O streaming também tem a capacidade de oferecer maior frequência do que o tradicional.
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.
O que está por vir
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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