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# Streaming video overtakes search in local ad spending, Borrell finds
- URL: https://www.medianexis.com/streaming-video-overtakes-search-in-local-ad-spending-borrell-finds/
- Published: 2026-11-03T00:54:07.000Z
- Updated: 2026-11-03T00:54:07.000Z
- Description: TheDesk.net’s Matthew Keys reports that Borrell Associates now projects streaming video will surpass search engine marketing as the top local ad spending category, ending a 13-year run for search.
- Author: The Signals Desk
- Tags: Streaming, Matthew Keys, Streaming video overtakes search in local ad spending, Borrell finds

**Why it matters.** Local broadcast, radio and newspaper sellers lose share as smaller service-industry advertisers shift budgets to digital video platforms that didn’t exist for them before.

*Signal from* [*thedesk.net*](https://thedesk.net/?ref=medianexis.com) *·* [*Matthew Keys*](https://www.medianexis.com/tag/by-matthew-keys/) *·* [*read the original*](https://thedesk.net/2026/11/borrell-streaming-tv-overtakes-search-in-local-ad-spending/?ref=medianexis.com)*.*