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.
本地新闻 OTT 应用观看量的激增为广播公司和品牌创造了一个强大的新生态系统，并为本地市场的观众提供了更深入、更吸引人的内容。
数字迁移是地方性的
超过 65 家地方电视台已决定与尼尔森公司合作，对其 OTT 受众进行测量，以便将这些受众与传统新闻广播的受众进行比较（和销售）。
从数据上看，我们看到正在对其 OTT 应用程序进行测量的地方电视台正在增长。2025 年 8 月，平均有 6.1 万名 2 岁及以上的观众通过 OTT 收听了当地电视台的节目，比上一年增长了 69%。
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.
推动 OTT 增长的主要趋势
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，73% 的本地 OTT 观众年龄在 65 岁以下，其中 24% 的观众年龄在 35-49 岁之间。相比之下，在传统的线性观众中，约 51% 的观众年龄在 65 岁以下，其中 12.8% 来自 35-49 岁的人群。
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.
在下图中，由于克尔县瓜达卢佩河的洪水，圣安东尼奥的调频增加了 3 倍。当地新闻在最关键的时刻出现了。
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.
有利可图的支点
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.
为了说明本地收视率的威力，我们利用洛杉矶三家正在进行 OTT 测量的电视台进行了一次节目表比较。在这个例子中，通过在传统节目表中加入流媒体，本地 OTT 可带来高达 20% 的提升。流媒体还能提供比传统节目更高的频率。
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.
未来
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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