The importance of local programming for live television viewers in rural America has remained steady across all demographics except 18-34-year-olds.

The video segment of the 11th Annual Rural Subscriber Study surveyed 705 consumers, asking them to rate the importance of local channels for news, weather, and sports on a scale of 1 to 10 with 10 being the highest. In 2026, consumers rated the importance of local channels over all demographics at 7.5. Notably, the significance for consumers aged 18 to 34 increased from 6.6 in 2025 to 7.2 in 2026.

When you see an orange arrow in our data report charts next to a number, it means the number is, statistically speaking, significantly different (higher (orange) or lower (grey) than one or more corresponding numbers in the same chart.

“Significantly different” means it passes the industry standard statistical difference test at the 95% confidence level. Meaning, if this study were repeated with a separate random sample of respondents, we would expect the numbers to be similarly higher or lower 95 times out of 100. The statistical validity of this increase in local programming interest among 18-34-year-olds cannot be overlooked. Although local news streaming apps exist, they are difficult to find, contributing to the new trend of app fatigue. A targeted campaign that offers a basic local channel package could capture this demographic and secure them with a bundle of your services.

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