TV newsrooms: results of using OTT U.S. 2021, by market

According to data gathered in the final quarter of 2021, the main thing that using OTT allowed television newsrooms to do was reach new audiences, with 54.2 percent of responding newsrooms saying this was the case. However, many felt that it was too early to tell what kind of impact OTT usage was having on their newsroom, and this was more likely to be the case among smaller stations. Stations in the top 25 markets saw a greater impact on revenue as a result of using OTT than their smaller counterparts, whereas the share of stations in much smaller markets (151+) who said their OTT usage led to more feedback from their audience was close to 26 percent, more than double that of the stations in the top 25.