Media companies including Netflix, Disney, NBCUniversal, and Warner Bros. Discovery are hosting annual Upfronts events to woo advertisers, as ad spending continues to shift significantly from traditional TV to digital and streaming platforms. While traditional TV ad buying is projected to see a slight increase of 1% to $18.79 billion, digital advertising spend for Upfronts and Newfronts is expected to jump by nearly 32% to $16.45 billion this year. Streaming advertising revenue across media companies increased by 22% and now accounts for 18% of total advertising revenue.
The near-term signal is clear: advertiser money is moving faster into streaming and digital pitches than into traditional TV. That matters because the Upfronts are still a key annual buying window, but the revenue mix is changing across Netflix, Amazon, YouTube, Disney, NBCUniversal, and Warner Bros. Discovery. The article also shows the split inside legacy media: Peacock and ESPN ad sales are helping offset weaker cable and Hulu results, while WBD says streaming ad revenue rose 70% to $175 million. Watch the final Upfront/Newfront booking numbers against eMarketer’s $16.45 billion digital forecast and $18.79 billion TV forecast.
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