That data shows that local TV accounted for only 6% of total media spending through June of 2025, which is less than half of the 13% share of media spending that local TV had in 2017. In contrast, digital video has increased its market share from 15% in 2017 to 50% in the first half of 2025. Additional findings include:Certain subcategories are growing faster in local TV than digital Video, like Beer & Ale and Motion Pictures. Beer & Ale is up 124% in local TV compared to +6% in digital video. Motion Pictures are up 72% in local TV compared to +42% in digital video.