Digital Sector in Local Media Predicted to Thrive in 2025, According to Survey Results
Artificial intelligence (AI) continues to dominate the trends in the media industry, with 66% of respondents planning to use AI for operations and 47% for content, according to the latest surveys. This trend is set to continue in 2025, as the Local Media Consortium (LMC) predicts an increase in digital ad revenue for the year.
In 2024, digital advertising revenue saw a significant boost, with 41% of survey respondents reporting an increase. The LMC's member companies, which include more than 5,000 newspapers, online-only news outlets, radio, and TV groups, served over nine billion pageviews to consumers.
The LMC represents more than 150 local media companies in top markets across the U.S., Canada, and Puerto Rico. Notable member companies include Nexstar Media Group, Sinclair, Tegna, and others.
The increase in digital revenue is expected to be led by an uptick in consumer and advertising revenue associated with the continued maturation of video-focused efforts, subscriptions, and newsletter engagement strategies. In 2024, health and wellness content punched above its weight in revenue generation as compared with traffic. News content generated the most traffic and the highest revenue.
Top digital successes for local media in 2024 were video/OTT/CTV, digital subscriptions, and newsletters. The LMC's aggregated audience footprint spans 200 million unique monthly visitors.
For 2025, the highest-priority focus for local media outlets is audience growth and engagement. Other intended areas of focus include advertising monetization, consumer registration/subscriptions, video monetization, data and audience insights, and content innovation.
83% of local media professionals project digital revenue to increase or stay flat in 2025. This optimistic outlook is shared by 83% of local media executives, who believe digital ad revenue will increase or hold steady in 2025.
Other trends on the local media radar in 2025 include community engagement, video creation, monetization, and distribution, cross-platform strategies, and podcasts. The LMC delivers over $50 million in annual economic value through digital partnerships and strategic initiatives.
The prediction is based on findings from the Local Media Industry Insights Survey 2024. As the media landscape continues to evolve, the LMC remains at the forefront of these changes, providing valuable insights and strategic initiatives to its member companies.
[1] Source: [Digital Trends] (https://www.digitaltrends.com/cool-tech/out-of-home-advertising-trends/) [2] Source: [AdExchanger] (https://adexchanger.com/data-driven-thinking/programmatic-media-and-improved-measurement-tools-are-key-to-the-future-of-digital-advertising/) [5] Source: [MediaPost] (https://www.mediapost.com/publications/article/359705/programmatic-media-and-improved-measurement-tools.html)
- The Local Media Consortium (LMC) predicts an increase in digital ad revenue for 2025, following a significant boost in digital advertising revenue in 2024.
- The LMC's member companies, which include over 5,000 newspapers, online-only news outlets, radio, and TV groups, served over nine billion pageviews to consumers in 2024.
- In 2024, health and wellness content generated more revenue than traffic, while news content generated the most traffic and the highest revenue.
- Top digital successes for local media in 2024 were video/OTT/CTV, digital subscriptions, and newsletters.
- For 2025, the highest-priority focus for local media outlets is audience growth and engagement, followed by advertising monetization, consumer registration/subscriptions, video monetization, data and audience insights, and content innovation.
- 83% of local media professionals project digital revenue to increase or stay flat in 2025, and the same optimism is shared by 83% of local media executives.
- Other trends on the local media radar in 2025 include community engagement, video creation and monetization, cross-platform strategies, podcasts, and general-news, sports, lifestyle, technology, finance, and business content.
