Why Mobile Could Accelerate the Renaissance of Local TV
Why Mobile Could Accelerate the Renaissance of Local TV
In times of crisis, coverage of breaking news can reduce confusion, warn potential victims and comfort those not in danger. In 2017, we saw a number of natural disasters and terrorist attacks that highlighted the need for a reliable source for breaking news. But at the same time, we also saw that the traditional means of distributing news fell short for many of today’s consumers.
Fortunately, the U.S. has a first-rate array of local TV stations that excel in breaking news coverage. For decades, TV stations have been reliable sources of information during tornadoes, blizzards and hurricanes, and that hasn’t changed. But what has changed is the way audiences consume TV programming. Less and less of the viewing is happening on the living room television, and more and more is occuring on smartphones. And unfortunately, it’s very difficult to watch local TV stations on mobile devices, particularly outside of expensive cable or satellite contracts. That has the effect of depriving many viewers, notably. Millennials who are less likely than their parents to have a cable subscription, of reliable, local breaking news coverage. Viewers don’t dislike local stations - in fact antenna sales are way up - they’re just spending a lot of their TV time watching screens that local broadcasters can’t reach.
While the number of smartphone owners continues to increase, the number of cord cutters is also growing as more people discover that they can consume the same -- if not more -- video content on their phones and tablets as they did on their television. In fact, data from Pew Research shows that the gap between television and online news consumption is narrowing. As of August 2017, 43 percent of Americans report often getting news online, a share just 7 percentage points lower than the 50 percent who often get news on television. The gap between the two news platforms was 19 points in early 2016, more than twice as large.
In fact, if you’re under the age of 44, you’re much more likely to turn to online news sources than you are to get your news from TV. Sure, there are many sources for national news outside of TV, but TV stations are often the only accurate sources of breaking, local news. TV stations must find a way to serve these mobile viewers with the important, sometimes live-saving information we all need during disasters.
While digital outlets serve as the main news source for the majority of those under 35 years old, TV still reigns supreme for 51 percent of those over 55. It’s time for TV to make the move to a more digital friendly platform where breaking news can be delivered to consumers in an instant -- without the need of being near a television.
Another important factor to consider is the fact that 37.2 million households will be broadband-only by 2022 (up from 19.0 million in 2017), according to Kagan and S&P Global Market Intelligence. If local news outlets are not prioritizing a digital friendly platform over the next few years, it’s possible that they will not be able to reach these households without a mobile platform.
We believe this trend will continue in the coming year: more people will turn to mobile for news about their cities and neighborhoods; local broadcast will continue its resurgence with the growth in antenna users; and some local stations will find a way around the contractual and technical roadblocks that prevent them from reaching ALL their viewers who need breaking news regardless of the screen they’re watching.