The report by CIMM and TVB outlines significant transformations in local TV and video, highlighting innovations and upcoming prospects as media consumption habits shift. Key challenges include cord-cutting affecting revenue from both subscriptions and advertisements, as well as fierce competition for ad dollars from platforms such as retail media and YouTube. The aging TV audience further complicates engagement strategies. Despite these hurdles, local news and sports remain essential revenue streams, though they are increasingly challenged by social media influencers and streamed content.
Local broadcast TV, local CTV, and local TV digital ad spending will be over $21 billion in 2025, driven by cross-platform content, services, and audience targeting.
Challenges include cord-cutting impacting local revenue and increasing competition for advertising dollars from platforms like YouTube and retail media.
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