New report reveals strong consumer interest in on-demand content from local media personalities and the need for modern distribution models

Local media personalities outperform celebrities and social media influencers, while digital media consumption outperforms broadcasting.

CLEVE-LAND, October 17, 2022 /PRNewswire/ — New research published by a technology company future highlights key shifts and opportunities in consumer relationships with local media across different distribution platforms.

The research published in the latest update of Futuri is ongoing Future of Audience and Revenue series found a strong appetite by American consumers for on-demand audio and video content, particularly by local media personalities and local business owners/managers.

The study also predicts modest growth or, for some demos, a decline in local broadcast media consumption in the coming year. Taken together, these results point to an urgent need for local broadcasters to reconsider their distribution strategies and their reliance on viewing and listening on schedule.

In total, online interviews were conducted with more than 1,200 18- to 64-year-olds The United States. Selected results include:

When asked, “If the following people released more free on-demand audio and/or video content, how likely would it be that you would watch or listen to their on-demand content?” local media and businesses topped the list on:

  • Local TV weather freaks and meteorologists: 49% likely/very likely.
  • Local TV news reporter and anchor: 46% Likely/Very Likely.
  • Local entrepreneur and or Managing Director: 43% Likely/Very Likely.
  • Local AM or FM radio personalities: 42% Likely/Very Likely.

These groups were at the top of the list of types of people interviewed, including local or national celebrities (38% likely/very likely), city ​​leaders or government officials (37% likely/very likely) and Social Media Influencer (34% likely/very likely).

When respondents were asked how they planned to consume local broadcast media in the coming year, the numbers were relatively flat overall, suggesting a decline for more recent demos.

  • Overall, we forecast modest growth for broadcast television and radio:
  • Net +2% of respondents plan to spend more time watching local TV morning news programs in the next year (31% more/29% less).
  • A net +2% said they would spend more time listening to AM/FM radio (28% more often/26% less).

However, if you break out the 18-25 Gen Z demo:

  • A net 13% planned to spend less time watching local TV morning news shows (30% more often/40% less).
  • Respondents reported a net 8% decrease in the likelihood of watching local TV evening news programs (30% more/38% less).
  • When asked about listening to a local AM/FM radio station, a net 3% said they would spend less time listening to it (31% more often/34% less).

Research presented in Futuris latest issue Future of Audience and Revenue The report also predicts an increase in smartphone use, streaming video consumption, time spent listening to podcasts, and more forms of digital media. This indicates Broadcasters have an opportunity to combat transmission plateaus and declines by making this content available digitally on demand in both video and audio forms. Futuri CEO Daniel Decent presented the results and comments in a recent webinar; For the full webinar and selected materials, visit The podcast audio can also be heard as part of the Decent in the future podcastavailable wherever you get your podcasts.

“Our research shows that media companies that use local content as a competitive feature of their business plan have an advantage. There is strong consumer demand for on-demand content from local TV and radio personalities, as well as local business owners who broadcasters can partner with to develop compelling content marketing pieces,” says Anstandig. “However, our research also points to potential declines in By focusing on on-demand audio and video content, local media companies can capitalize on the rise in streaming consumption and meaningfully diversify their revenue streams.”

About Futuri

Futuri is the leading provider of cloud-based audience engagement and sales intelligence software for broadcasters and digital publishers. Brands rely on Futuri solutions to make their content more relevant, accessible, engaging and results-driven. Founded in 2009, Futuri has 14 published or pending patents in 151 countries. Ranked on the Inc. 5000 list of America’s Fastest-Growing Private Companies for eight consecutive years, Futuri is known for helping media companies grow their revenue, audience and content.

For more informations:

Zena Burns | [email protected] | 216.236.9020