By Frank Macek
Local television has been a trusted source of information for decades. In recent years, though, it has faced a major challenge: attracting younger viewers. Millennials and Generation Z consume content differently, and their habits are reshaping how media organizations must adapt. For local TV stations, like WKYC Studios, winning back these viewers requires innovation, flexibility, and an honest look at what younger audiences want.
One of the first hurdles is perception. Many younger people don’t see local television as being made for them. They may view it as their parents’ or grandparents’ platform—reliable, yes, but not one that resonates with their fast-paced, tech-savvy lifestyles. To shift that perception, stations need to move beyond traditional evening newscasts and create content that speaks directly to younger demographics.
And that means meeting audiences where they are. Younger viewers live on their phones, scrolling TikTok, Instagram, and YouTube far more than sitting in front of a television at 6 p.m. Local TV can’t expect them to change those habits. Instead, stations need to adapt their distribution models and meet viewers on those platforms. Short-form, engaging content that feels native to social media is crucial. A one-minute TikTok with vertical framing and subtitles might have a greater impact than a three-minute package on traditional television.
Younger audiences also value participation. They want to comment, submit their own content, even join live streams. Interactive segments—like live Q&A sessions with reporters on Instagram or YouTube—give audiences a chance to engage in real-time and help break down the old barrier of “we broadcast, you watch.”
Equally important: relevance. Stories about housing affordability, student debt, climate change, and social issues resonate strongly. If a station’s coverage leans too heavily on crime or political bickering without context, younger viewers often tune out. They want meaningful reporting that helps them navigate life and understand how issues affect them personally. Solutions-based journalism—focusing on possible answers rather than just the problems—can be a game changer.
Streaming is another critical piece of the puzzle. Many younger viewers have cut the cord entirely, relying on streaming for both entertainment and news. Stations must embrace this with robust streaming platforms and apps, making newscasts and original content available on demand and easily accessible on Roku, Fire TV, Apple TV, and other devices. Being present where younger viewers already are helps build loyalty and shows that local television can evolve.
And while format experimentation might feel risky, it’s necessary. Younger audiences often don’t have the attention span for traditional 30-minute blocks. Why not create specialized short shows designed for digital platforms? A five-minute “morning update” or a 10-minute deep dive on one topic can provide value without demanding a half-hour commitment. Personality-driven content—where anchors and reporters are allowed to be more relatable—can also strengthen connections.
Authenticity matters. The younger generation is hyperaware of organizations that stand for something. Local stations like Channel 3 can’t just market itself as “your trusted news source”; it needs to prove it. That means transparency, admitting mistakes when they happen, and showing up for the community—not just covering it, but being a part of it.
Diversity is another critical factor. Younger generations are the most diverse in U.S. history, and they expect to see that reflected in media—both in coverage and staffing. A newsroom that doesn’t represent its audience risks losing credibility. Hiring reporters and producers who reflect the community, and empowering them to tell authentic stories, is essential.
Technology investments still matter—even for short-form digital content. Stations need mobile-friendly gear, fast-turnaround editing, and analytics to see what’s working. When content resonates, do more of it. When it doesn’t, pivot quickly. It’s a cycle of constant testing and refining.
Partnerships can help, too. Collaborating with schools, universities, and influencers can create pipelines for new content and build loyalty early. Imagine a station teaming up with a local college journalism program, featuring student-produced stories, or offering unique internship experiences that give young voices a platform.
Monetization is often a question mark for executives when discussing digital-first products. But younger viewers are open to sponsored content, as long as it’s authentic and clearly labeled. A branded series about local entrepreneurship, for example, can attract advertisers while delivering value. Membership models—where viewers pay a small fee for exclusive content or early access—are also growing in popularity among younger demographics eager to support media they trust.
Attracting younger viewers isn’t about abandoning existing audiences; it’s about expanding and evolving to include everyone. Local stations already have deep community connections and built-in trust—huge advantages over faceless algorithm-driven feeds. Leaning into those strengths while modernizing delivery methods can help stations remain relevant for decades to come.
The transformation won’t happen overnight. It requires commitment, experimentation, and the willingness to fail a few times along the way. But the alternative—watching younger audiences drift away to social media giants and streaming-only platforms—isn’t sustainable. Local television has something unique to offer: community-focused, trustworthy journalism that no automated feed can replicate. The key is to deliver it in ways younger people already consume content and enjoy engaging with it.
The future of local TV depends on capturing the next generation’s attention and trust. With thoughtful strategies, creative storytelling, and an openness to change, local stations can win younger viewers back and secure their place in an ever-evolving media landscape.
Local television has been a trusted source of information for decades. In recent years, though, it has faced a major challenge: attracting younger viewers. Millennials and Generation Z consume content differently, and their habits are reshaping how media organizations must adapt. For local TV stations, like WKYC Studios, winning back these viewers requires innovation, flexibility, and an honest look at what younger audiences want.
And that means meeting audiences where they are. Younger viewers live on their phones, scrolling TikTok, Instagram, and YouTube far more than sitting in front of a television at 6 p.m. Local TV can’t expect them to change those habits. Instead, stations need to adapt their distribution models and meet viewers on those platforms. Short-form, engaging content that feels native to social media is crucial. A one-minute TikTok with vertical framing and subtitles might have a greater impact than a three-minute package on traditional television.
Younger audiences also value participation. They want to comment, submit their own content, even join live streams. Interactive segments—like live Q&A sessions with reporters on Instagram or YouTube—give audiences a chance to engage in real-time and help break down the old barrier of “we broadcast, you watch.”
Equally important: relevance. Stories about housing affordability, student debt, climate change, and social issues resonate strongly. If a station’s coverage leans too heavily on crime or political bickering without context, younger viewers often tune out. They want meaningful reporting that helps them navigate life and understand how issues affect them personally. Solutions-based journalism—focusing on possible answers rather than just the problems—can be a game changer.
Streaming is another critical piece of the puzzle. Many younger viewers have cut the cord entirely, relying on streaming for both entertainment and news. Stations must embrace this with robust streaming platforms and apps, making newscasts and original content available on demand and easily accessible on Roku, Fire TV, Apple TV, and other devices. Being present where younger viewers already are helps build loyalty and shows that local television can evolve.
Authenticity matters. The younger generation is hyperaware of organizations that stand for something. Local stations like Channel 3 can’t just market itself as “your trusted news source”; it needs to prove it. That means transparency, admitting mistakes when they happen, and showing up for the community—not just covering it, but being a part of it.
Diversity is another critical factor. Younger generations are the most diverse in U.S. history, and they expect to see that reflected in media—both in coverage and staffing. A newsroom that doesn’t represent its audience risks losing credibility. Hiring reporters and producers who reflect the community, and empowering them to tell authentic stories, is essential.
Technology investments still matter—even for short-form digital content. Stations need mobile-friendly gear, fast-turnaround editing, and analytics to see what’s working. When content resonates, do more of it. When it doesn’t, pivot quickly. It’s a cycle of constant testing and refining.
Partnerships can help, too. Collaborating with schools, universities, and influencers can create pipelines for new content and build loyalty early. Imagine a station teaming up with a local college journalism program, featuring student-produced stories, or offering unique internship experiences that give young voices a platform.
Monetization is often a question mark for executives when discussing digital-first products. But younger viewers are open to sponsored content, as long as it’s authentic and clearly labeled. A branded series about local entrepreneurship, for example, can attract advertisers while delivering value. Membership models—where viewers pay a small fee for exclusive content or early access—are also growing in popularity among younger demographics eager to support media they trust.
Attracting younger viewers isn’t about abandoning existing audiences; it’s about expanding and evolving to include everyone. Local stations already have deep community connections and built-in trust—huge advantages over faceless algorithm-driven feeds. Leaning into those strengths while modernizing delivery methods can help stations remain relevant for decades to come.
The transformation won’t happen overnight. It requires commitment, experimentation, and the willingness to fail a few times along the way. But the alternative—watching younger audiences drift away to social media giants and streaming-only platforms—isn’t sustainable. Local television has something unique to offer: community-focused, trustworthy journalism that no automated feed can replicate. The key is to deliver it in ways younger people already consume content and enjoy engaging with it.
The future of local TV depends on capturing the next generation’s attention and trust. With thoughtful strategies, creative storytelling, and an openness to change, local stations can win younger viewers back and secure their place in an ever-evolving media landscape.
I welcome your feedback. Email me at fmacek@gmail.com
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**EDITOR NOTE: "Frank's Take" articles are the expressed written opinions of the blogger and not necessarily those of WKYC-TV or TEGNA Media.