As those dollars shift, radio sellers are increasingly packaging broadcast audio with OTT and CTV inventory, positioning radio as an entry point into premium video rather than a separate or declining channel. That approach allows advertisers to combine high-frequency local audio reach with sight-and-sound video placements within a single buy. While digital video environments grow more complex, radio-led OTT and CTV sales leverage existing sales relationships and outcome-based conversations. For advertisers without national budgets, the combined approach offers scale and consistency that standalone CTV often struggles to deliver efficiently. By linking broadcast audio with OTT and CTV, radio can align itself with the fastest-growing areas of media investment while maintaining the accountability and simplicity advertisers continue to value.