TV Is Still Here, Just on a New Screen

We’ve come a long way from flipping channels.

Some of us still love flipping on the evening news after work. Others stream a favorite show while cooking dinner or catch up on highlights during the morning commute. No matter how or where it’s happening, one thing’s clear, people haven’t stopped watching. They’ve just changed how they’re watching.

Streaming isn’t a trend. It’s how more and more viewers are connecting with content every day from hit shows and sports to local news and weather. And as viewing habits shift, advertising strategies need to shift with them.

If your audience is already streaming, your brand should be showing up there too.

01 | Streaming Isn’t New Anymore, It’s Normal

OTT used to be a “nice to have” in a media plan. Now it’s something advertisers can’t afford to ignore.

People are building daily routines around streaming platforms. Free ones, paid ones, live TV streaming, you name it. And they’re doing it across all kinds of screens.

· Smart TVs, phones, laptops, and tablets are all part of the new viewing mix.

· Viewers aren’t just binge-watching, they’re tuning in for news, weather, sports, and original local content that fits their schedule.

· Ad-supported streaming is booming, with platforms like Tubi, Pluto TV, and Freevee seeing record growth.

That includes platforms like Very Local, which offers on-demand access to original series and community stories tailored to Pittsburgh. As part of the streaming routine for many viewers in our area, it’s a great example of how local content continues to thrive, even as viewing habits evolve.

The idea that streaming is just for younger audiences? That’s already outdated. More viewers across all generations are streaming now, especially as the technology becomes easier to use and as more locally relevant options become part of the mix.

02 | Viewership Is Expanding Across All Generations

While Millennials and Gen Z may have led the streaming wave, they’re no longer alone.

· Boomers and Gen X are increasingly adopting OTT, especially as more smart TVs and streaming services come pre-installed and easy to use.

· Many households are “cord-stackers,” combining streaming services with traditional cable or satellite TV for a custom viewing experience.

· Families now use OTT not just for entertainment, but for live sports, news, weather, and local events, proving that streaming isn’t replacing TV, it’s simply giving it a new format.

This shift makes OTT a valuable space for advertisers across industries, especially when campaigns are tailored to reach different age groups and interests.

03 | OTT Delivers the Best of TV and Digital

One of the biggest advantages of OTT is how it brings together the power of television and the precision of digital.

· Targeting: You can reach viewers based on location, behavior, interests, or household demographics, just like you would in a digital ad.

· Engagement: OTT offers interactive ad formats, clickable overlays, and sequential video messaging that help move audiences from awareness to action.

· Measurement: You can track performance in real time, see who watched your ad, how long they engaged, and what they did afterward.

And when OTT is used as part of a broader campaign that includes broadcast TV and digital, it helps create a connected, consistent experience across screens.

04 | What This Means for Your Business

You don’t need a national brand to make OTT work for you.

At the local level, streaming offers a smart way to stay connected to your audience, especially those who might not be watching traditional channels as often.

· You can target viewers in specific ZIP codes or neighborhoods.

· You can run campaigns that complement your TV schedule, reinforcing the message across platforms.

· And with clear reporting, you’ll see how your ad is performing, and where to adjust.

Whether you’re promoting a new service, launching a product, or just trying to stay visible year-round, OTT gives you one more way to stay top of mind.

Let’s Bring It All Together

Streaming isn’t the future, it’s the present. And while the screen may have changed, the power of TV is still just as strong.

At WTAE Advertising, we’re helping local businesses combine the trust of broadcast, the flexibility of digital, and the precision of OTT to reach the right audience at the right time.

Whether you’re ready to launch your first streaming campaign or want to integrate OTT into your current media mix, we’re here to help you make it work.

Let’s Get Your Message on Every Screen

Want to meet your audience where they’re already watching? Connect with the WTAE Advertising team to explore how OTT can fit into your next campaign.