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.
This surge in local news OTT app viewing is creating a powerful new ecosystem for broadcasters and brands alike—and is delivering deeper, more engaging content to viewers across local markets.
The digital migration is local
Over 65 local television stations have decided to measure their OTT audiences with Nielsen in order to compare (and sell) those audiences alongside those who view their newscasts traditionally.
Looking at the data, we are seeing growth among local stations who are measuring their OTT apps. In August 2025, an average of 61 thousand people aged 2 and older tuned to their local stations through OTT, a 69% increase from a year prior.
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.
Key trends driving OTT growth
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.
In September 2025, 73% of local OTT audiences were under 65, with 24% of that audience aged 35-49. Comparatively, among traditional linear viewers, about 51% of the audience is under 65, with 12.8% coming from people 35-49.
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.
In the visual below, San Antonio experienced a 3x increase in tuning as a result of the flooding of the Guadalupe River in Kerr County. Local news was there when it mattered most.
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.
A profitable pivot
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.
To illustrate the power of local viewership, we looked at a schedule comparison using three stations who are measuring OTT in Los Angeles. In this example, local OTT could bring up to a 20% lift by adding streaming to the traditional schedule. Streaming also has the ability to deliver higher frequency than traditional.
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.
What lies ahead
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.
