Brands and agencies are increasing investments in local streaming TV to reach targeted audiences as viewership shifts from linear broadcast to streaming platforms. A survey of 790 brand and agency respondents examined how local streaming ads are used, positioned, and perceived, revealing strategy shifts and common challenges. Budget allocations to streaming rose markedly from 2024 to 2025, with respondents reporting higher shares of total ad spend directed to streaming TV. Misunderstandings about the scope and scale of local streaming leave money and opportunities unclaimed. Industry projections show growing local TV ad spending and rising local media revenue driven by evolving consumer preferences and technologies.
Reaching the right audience at the right time is an ever-pressing need for brands and agencies, leading many to turn to local strategies. One channel that's received increased attention for localized tactics is streaming TV. While linear and broadcast were once hallmarks for local messaging, as audiences move to the streaming world, advertisers are following suit. Incorporating local streaming TV into existing marketing strategies requires an understanding of the channel's capabilities, allowing teams to adapt tactics to suit their needs.
In 2024, about one-third of marketers (39%) allocated more than 41% of their total ad budgets to streaming TV ads. That number increased to 59% in 2025 - 18 percentage points higher. The increase in budget allocation to streaming TV ads reflects the channel's rapid growth. According to a BIA report, ad spending across local TV is projected to reach $2.8 billion this year, increasing TV ads' share of the local TV advertising sector to 10.7%, up from about 9% in 2023.
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