The $15 Billion Broadcast Opportunity: Why Datacasting Deserves Our Attention

After my last column, I heard from several respected friends across the industry. Their feedback was clear: While I’ve focused heavily on monetization, content and audience engagement, I’ve only briefly touched on one of the greatest opportunities in broadcast’s transformation — datacasting.

They’re right. And it’s time to take a closer look.

During my time at E.W. Scripps, I was fortunate to work on the Over-the-Air Wireless joint venture with Nexstar. I had a front-row seat to the promise of this technology, and I can tell you it’s real. Yet, I don’t believe many in our industry fully grasp the potential, the mechanics or the business implications of datacasting. Perhaps I can help with that.

The recent formation of Edgebeam Wireless, a joint effort by Sinclair, Nexstar, Scripps and Gray, is a promising step. It’s rare to see four of the largest local broadcasters come together with a shared vision and investment. But they’re doing it, and the implications could be massive.

What Is Datacasting?

Put simply, datacasting uses a broadcaster’s licensed spectrum to deliver data, not just video. That same infrastructure that brings you the evening news, our favorite primetime shows and football can also send firmware updates to cars, emergency alerts to remote outposts, can help CDNs with data delivery or GPS corrections to transportation fleets and do it reliably, securely and cost-effectively.

The real magic lies in scale. Datacasting is inherently one-to-many. Whether a broadcaster transmits a 1 GB file to 100 devices or 10 million, the cost doesn’t materially change. That’s a powerful economic model.

A Use Case: Tesla At Scale

Imagine Tesla needs to push a 1 GB firmware update to a million vehicles overnight in San Francisco. If those vehicles aren’t on Wi-Fi, they’ll require cellular delivery. At a generous rate of $1 per GB, that’s a $1 million bill for that one update.

With datacasting, a broadcaster could deliver that same update via their spectrum for a fraction of the cost. Charge $750,000 for the same job, and everyone wins. Tesla saves 25%, and the broadcaster just unlocked meaningful nontraditional revenue.

From Theory To Business Case

This isn’t hypothetical. Dozens of industries will benefit: transportation, public safety, digital signage, agriculture, utilities and more. On Sinclair’s Q4 earnings call, CEO Chris Ripley named streaming video offload, automotive connectivity and GPS redundancy as examples of real datacasting applications. When precision and redundancy matter and when high-volume delivery is required, datacasting is a viable alternative to cellular and satellite.

And here’s the most important part: It’s arriving just in time.

Replacing A Shrinking Safety Net

Retransmission fees, which BIA Advisory Services estimates will hit $15.2 billion in 2025 — now make up over 50% of local broadcast revenue. But as MVPD subscribers decline, so will that revenue. Worse still, after reverse retransmission fees, broadcasters may keep as little as 20% of that top line.

Enter datacasting. According to BIA, ATSC 3.0-enabled datacasting could generate up to $15 billion in annual revenue by 2030, nearly identical to what retrans generates today, but without having to split half the revenue with a network partner.

This is not just a revenue supplement; it’s a potential financial windfall.

Local News, Sports And Public Service At Risk

This evolution isn’t just about business models. It’s about preserving what makes broadcasting essential.

If broadcasters lose 20% of revenue and don’t replace it, the consequences could be far-reaching:

• Local sports rights could become unaffordable.
• Syndicated content that resonates with viewers could disappear.
• Investigative journalism and newsroom staffing could suffer.
• Communities may lose a critical voice for accountability and civic dialogue.

That’s what’s really at stake and that’s why I believe datacasting and the Edgebeam Wireless initiative is more than a technology experiment. It’s a strategic necessity.

A Strong Step, But Not The Only One We Need

While I applaud the formation of Edgebeam and the leadership it represents, we can’t let our focus stop there. The audience and advertising sides of the business still need reinvention. We need:

• More engaging, original programming that plays across platforms.
• Simpler, unified buying systems for agencies and brands.
• True cross-platform targeting and measurement — with accountable outcomes.

We can’t fall into the trap of chasing one shiny object while neglecting the engine that still drives viewership and ad dollars. The core product, television that informs, entertains and serves local communities, still matters. But it must evolve, too.

So, Was I Too Harsh?

Perhaps. Or maybe just incomplete. I’ve focused on programming, audiences and ad models because those are the most visible symptoms of industry disruption. But I recognize that datacasting is one of the most viable paths to transformation and more of us should be informed and talking about it.

So, here’s my commitment: I’ll keep pushing for bold ideas on all sides of the business. Because if we can build sustainable revenue models and deliver must-see content in engaging, measurable and scalable ways, then broadcast TV will continue to have a very bright future.

Here’s to the future!

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