스트리밍, FAST 채널이 뒤흔든 미국 지역 방송—새로운 패러다임의 탄생

'지역'의 개념이 바뀌었다

시청자들은 더이상 단일 매체를 통해 지역을 경험하지 않는다.

The Concept of "Local" Has Changed

Audiences No Longer Experience "Local" Through a Single Medium

The rise of streaming and FAST (Free Ad-Supported Streaming TV) channels is fundamentally redefining American local broadcasting. What was once defined by DMA (Designated Market Area) geographic boundaries is now being redefined by content relevance, community trust, and data-driven targeting.

Local TV used to mean a specific CBS, NBC, or Fox affiliate—the station with the helicopter and anchors you'd run into at the supermarket. In 2025, that definition feels almost quaint.

Jon Carpenter, CEO of Comscore, notes: "It's been a long time since 'local' referred only to linear broadcasts or market-level boundaries. Today, local is defined by all the ways broadcasters connect with their communities: on-air, online, and everywhere in between."

He emphasizes: "Audiences no longer experience 'local' through a single medium; they experience it through moments of relevance, trust, and familiarity that travel with them across devices and platforms."

[보고서]Local Television inthe Age of Streaming
스트리밍, FAST, AI 등장으로 변하고 있는 미국 지역방송의 미래 분석 보고서. 과거 DMA(Designated Market Area, 지정 시장 지역)라는 지리적 경계로 구분되던 ‘로컬(local)’은 이제 콘텐츠의 관련성, 커뮤니티와의 신뢰, 그리고 데이터 기반 타기팅으로 재정의
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Streaming Breaks Down Geographic Boundaries

According to TVREV, streaming has blown the doors off the old DMA-based model. The notion that you could only see content tied to your Nielsen market is fading fast. Now, "local TV" doesn't just live on your evening local channel—it's on streaming apps, FAST channels, YouTube feeds, and even TikTok accounts pumping out hyper-local clips.