Digital Sector in Local Media Predicted to Thrive by 2025 (Based on Survey Results)
The Local Media Consortium (LMC), a collective of over 5,000 newspapers, online-only news outlets, radio, and TV groups, has forecasted a 10% increase in digital ad revenue for local media in 2025 compared to the previous year. This prediction indicates a continued upward trend in digital advertising spending within the local media sector.
This forecast aligns with the broader industry movement where local digital advertising is gaining importance as advertisers increasingly seek data-rich, targeted platforms. The growth in digital ad revenue also coincides with innovations in programmatic advertising and increasing digital inventory conversions reported in related advertising markets.
In 2024, the LMC's member companies served over nine billion pageviews to consumers and generated over $50 million in annual economic value through digital partnerships and strategic initiatives. The increase in digital revenue is predicted to be led by an uptick in consumer and advertising revenue associated with video-focused efforts, subscriptions, and newsletter engagement strategies.
The aggregated LMC audience footprint spans 200 million unique monthly visitors. In 2024, news content generated the most traffic and the highest revenue, followed by sports and arts/entertainment content. Roughly half (45%) of survey respondents reported an increase in overall digital revenue.
The top digital successes for local media in 2024 were video/OTT/CTV, digital subscriptions, and newsletters. Other trends on the local media radar include community engagement, video creation, monetization, and distribution, cross-platform strategies, and podcasts.
In 2025, artificial intelligence is the leading trend to watch, with 66% of respondents planning to use AI for operations and 47% for content. The highest-priority focus for local media outlets in 2025 is audience growth and engagement.
The LMC's annual survey helps understand the opportunities and challenges facing local media. Fran Wills, the LMC's CEO, emphasises the importance of the survey in shaping the organisation's strategy and supporting its members in navigating the ever-evolving media landscape.
[3] For more detailed figures or breakdowns, further information from the Local Media Consortium's 2025 survey report would be required. Additionally, in 2024, 46% of respondents reported an increase in consumer revenue.
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