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Streaming weather channels offer a significant opportunity for local TV stations to expand and monetize their audiences. Nielsen’s The Gauge report found that almost 38% of all TV viewing is now on streaming platforms. For local TV stations and even networks, weather continues to be a driving force for viewers and engagement, but how must OTT content differ from what’s on a linear newscast?
Ethan Dreilinger, Client Solutions Engineer at The Weather Company, has some answers based on research and early experiences of clients that have pioneered in this space. This interview, which has been edited for brevity, originally took place at TVNewsCheck’s TV2025: Monetizing the Future conference, where Publisher Kathy Haley interviewed Dreilinger.
Haley: How do TV stations stack up against their competition in streaming weather programming?
Dreilinger: Broadcasters have such a built-in advantage in this space because they’re in the market. They’ve built brands in these markets and they have teams working locally. Apple has a great integration with Dark Sky, but they can’t tell you what’s important in your market.
Haley: How important is it for stations to create content specifically for streaming?
Dreilinger: It’s important to make content tailored to streaming and for all of the other platforms that you’re involved in. The Weather Company conducted a 600-person focus group and found that a majority want to see more experiential content and content that’s relevant to them. They want to see health-related weather programming, for example, and 55% are very interested in weather forecasts related to