Local TV News is still holding its own - but for how much longer?

Local TV News - for the most part - is doing a good job of attracting an audience compared to many of its media peers, but there are signs this may not last -- unless it quickly adapts to meet the changing viewing habits of the viewers its advertisers pay to reach.

First, a look at the good news:

The Reuters Institute for the Study of Journalism at Oxford has published graphics showing the reach of local TV News in a digital world that some might find surprising.

Take a look at the reach of local TV news in the offline world:

The reach of local TV news rules here, beating the reach of cable & broadcast network news as well as regional or local newspapers, radio news, and a host of other well-known news brands.

Now, let us move to the online world:

Local TV news no longer tops the list, but it still does surprisingly well - its weekly reach is topped only by Fox (online), CNN.com, and Yahoo News. All of these sources (including local TV news) have a double-digit share of the online audience, while all the news sources below are in single digits.

So - that's the good news (particularly for the largest owners of local TV stations in the US - Nexstar, Sinclair, Tegna, Scripps & Gray). Still, analysts covering those companies (and many within those companies) are worried about the future of local TV, and with good reason.

Here's why:

The audience their advertisers covet the most is increasingly tuning out traditional over-the-air & cable/satellite television:

A large number of viewers are living in an OTT streaming world now where FAST (Free Advertising-supported Streaming Television) channels, AVOD (Advertising-based Video On Demand) & YouTube dominate --- or on TikTok:

And the TikTok news consumption trend is rapidly accelerating:

So how can local TV stations respond to these seismic shifts in audience viewing habits? NewscastStudio.com recently offered some prescient observations:

"Local stations currently constitute a relatively small portion of the total number of FAST channels. But, within this reality lies a unique opportunity. The scarcity of local content on these platforms translates into an untapped market, a growth prospect that extends far beyond merely broadcasting newscasts."

"In addition to newscasts, stations have at their disposal an extensive archive of content ready for repurposing. This trove of ‘idle’ content can be transformed into evergreen offerings, breathing new life into the material and providing variety to the viewers"

"Moreover, operating within the FAST environment offers an additional advantage: the freedom to break away from the conventional constraints of the broadcast day... This flexibility empowers journalists to tell deeper, more complex stories – stories that may not fit into the mold of a traditional evening newscast."

FAST channels also offer stations an outlet to cover breaking news and for continuous coverage without interrupting on-air programming (which often upsets its linear viewers). Coverage of local or regional sports is also among the FAST TV programming possibilities.

As for TikTok, research indicates there are opportunities for local TV news organizations as well:

Not only are a sizeable amount of TikTok users news consumers - those who do get their news there appear receptive for more:

Local TV news continues to maintain a strong position in the media landscape, outperforming many of its competitors in terms of reach and audience engagement. However, the industry faces significant challenges as viewing habits evolve, particularly among younger demographics.

The opportunities to reach viewers online are there. The question is, can local TV news organizations adapt quickly enough to seize them?