The Strategy That Skyrocketed WSMV’s Livestreams by 478%

When viewers go digital, the newsroom must follow.

In 2024, WSMV-TV in Nashville didn’t just follow—we led.

Thanks to a bold, multi-platform strategy I developed and implemented, our livestream plays skyrocketed by 478% year-over-year, setting a new standard for how local stations can maximize digital reach across every distribution channel.

🔹 The Strategy Behind the Surge

We knew that viewers weren’t just watching TV—they were streaming on web, apps, and connected TVs (CTV). So we optimized for all of them.

Here’s how:

• Priority placement on homepage and mobile app during high-interest windows

• 
  

• Push alert strategy tied to real-time events and viewer behavior

• 
  

• Optimized content cadence across time-of-day and day-of-week trends

• 
  

• Internal newsroom buy-in, with digital producers trained to prioritize live moments and leverage high traffic content

• 
  

• Data-driven adjustments powered by GA4 insights and performance dashboards

  
  

🔹 The Results

🟢 9.3 million livestream plays across all platforms in 2024

🟢 +478% growth compared to the previous year

🟢 760% increase on web, 260% on CTV, and 145% on the news app

Our most aggressive gains came from expanding visibility and tuning content delivery to the viewer’s behavior—not just broadcasting, but meeting audiences where they are.

🔹 Setting the Bar for 100+ Stations

As part of the Gray Television family, WSMV’s livestream success now serves as a scalable model across more than 100 stations nationwide. The approach is replicable. The results are measurable. And the audience demand is undeniable.

In a landscape where attention is fragmented and habits are mobile-first, our station proved that local news can still win—when it adapts.

Want to know more about how I help media brands grow digital reach through strategy, storytelling, and smart distribution?

Let’s connect.