Who’s Actually Watching Local TV News?

Written By Tim Hanlon

@bweaver/Brad Weaver/Unsplash

In an “infotainment” era dominated by streaming services, social media, and on-demand content, one might wonder: who’s actually watching local TV news anymore? Despite the rise of digital media, local TV news continues to play a crucial role in communities across the United States. However, its audience is rapidly evolving and increasingly nebulous — and understanding who’s truly tuning in (and why) sheds light on both the challenges and opportunities facing this long-standing pillar of local television broadcasting.

The demographics of local news viewership reveal a clear trend: older adults remain the most loyal audience. According to a 2023 report by the Pew Research Center, adults aged 50 and above are the primary consumers of local TV news, with nearly 65% of them watching it regularly. This age group grew up with television as their main source of news and has maintained that habit, even as younger generations have shifted to (or grown up natively) with digital platforms.

Conversely, younger viewers — particularly those under 30 — are far less likely to watch local TV news. Only about 20% of adults in this age group regularly watch local news broadcasts, with many preferring to get their news from social media, YouTube, and other digital platforms. This decline in younger viewership is a significant challenge for local TV stations, as it raises questions about the future sustainability of their audience base.

The reasons behind this generational divide are multifaceted. Younger audiences tend to prioritize convenience and immediacy, values that align more closely with digital media forms than with traditional linear TV broadcasts. They prefer to consume news on their own schedules, often in bite-sized formats that can be easily accessed on smartphones or tablets. Furthermore, younger viewers are more likely to seek out niche content that aligns more closely with their specific interests, rather than broad, general-interest coverage that traditionally characterizes local TV news programming.

However, this does not necessarily mean that local TV news is irrelevant to younger audiences. There are still opportunities for local stations to engage this demographic by adapting their content and delivery methods. For instance, many local TV stations have begun developing stronger presences on social media platforms — posting clips, live streams, and behind-the-scenes content that appeal to younger sensibilities. Dozens of local network O&Os and affiliates have also begun simulcasting, repurposing and augmenting their regular TV newscasts into FAST-style streaming environments, hoping to capture attention from younger stream-first (or -only) audiences. By meeting younger viewers where they are — online and/or streaming — local news outlets can maintain their relevance in an increasingly digital world.

Another key factor influencing who watches local TV news is geography. Viewership tends to be higher in smaller markets and rural areas, where residents often have fewer alternatives for local news coverage. In these areas of the country, local TV stations often play an outsized role in informing the community about issues such as local politics, weather, and public safety. In contrast, viewers in larger cities and metropolitan areas tend to be generally less reliant on local TV news, given a wider array of content choices and often, news sources.

Then there is the issue of trust. Surveys consistently show that local TV news remains one of the most trusted sources of information for many Americans, particularly when compared to national news outlets or social media. According to a 2022 Knight Foundation/Gallup poll, 54% of Americans trust local TV news to provide accurate and fair reporting, compared to just 27% for national news networks. This trust is a significant asset for local stations, especially in an age of widespread digital-borne misinformation and declining confidence in the news media overall.

Nevertheless, the traditional TV business model is under severe pressure and presents substantial challenges. Advertisers are increasingly shifting their budgets to digital platforms, where they can target audiences more precisely and measure the impact of their campaigns more effectively, and programming carriage fees are shrinking as traditional MVPD cord-cutting (or -nevering) accelerates - especially among the aforementioned younger set. The result: a hard(ening) squeeze of revenue streams that have historically supported local TV news — leading to operational consolidation and newsgathering cost-cutting measures that materially affect the quality and accuracy of news production.

So, who’s actually watching local TV news? The answer is a complex blend of station-brand-loyal older viewers, rural audiences, and a disparate smattering of genre-defying younger cohorts who don’t really “watch television” at all. While the traditional core linear newscast audience remains robust, the future of local TV news will increasingly depend on how effectively stations can adapt to changing viewer habits and technological trends. This includes not only embracing digital platforms but also rethinking the content and format of their broadcasts to better resonate and connect with younger audiences.

Tim Hanlon

Tim Hanlon is the Founder & CEO of the Chicago-based Vertere Group, LLC – a boutique strategic consulting and advisory firm focused on helping today’s most forward-leaning media companies, brands, entrepreneurs, and investors benefit from rapidly changing technological advances in marketing, media and consumer communications.

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