Takeaways from the Broadcast Year 2025-26 Upfronts

The 2025-26 Upfronts unfolded against a backdrop of economic uncertainty and evolving viewership trends, as brands and media companies navigate a transformed economic and media landscape. Taking the stage in New York, the world’s biggest, most influential media companies tempered the news of tariffs and economic volatility with presentations that featured celebrity and sports icons in the hopes of convincing a potentially reluctant audience of media buyers that now is the time to place their ad dollars for the broadcast year ahead (specifically Q4'25 - Q3’26).

During this year’s Upfronts, NBCUniversal, FOX, Disney, Warner Bros. Discovery, and TelevisaUnivision (with Paramount holding intimate, regionally focused events) were joined by Amazon and Netflix for the second year, along with YouTube in the form of its annual Brandcast event, which focuses less on “programming” per se and more on the power of Creators. As the media landscape continues to shift and evolve with changes in audience behavior, we anticipate that TikTok and other video-centric platforms will shift strategies to host sessions during Upfront week from the digitally-focused Newfront week within a few years’ time.

While live sports, cultural zeitgeist events, and quality content remained in focus across every presentation—and in that order—streaming platforms and media companies also heralded their latest ad tech innovations, touting their advancements in unique ad formats that use generative AI, and new measurement partnerships that are meant to ground all this hoopla in attributable business impact and results. Gone are the days of touting being #1 in the Adults A1849 demo. These companies have become media portfolios that promise to do it all…build your brand, attract desirable audiences, facilitate contextual targeting to the emotional resonance via AI-enabled metadata, support links to a brand for “more information,” and even make the content shoppable in the same moment. It’s a tall order, but this is what modern marketing demands of video platforms.

This all comes at a time of fierce competition, both from traditional media companies like Disney and Warner Bros. Discovery and from tech giants like YouTube, which is the No. 1 streaming service on connected TVs, according to Nielsen.

Live Sports Remain a Cornerstone for Engagement: Networks emphasized their sports rights acquisitions, underscoring the unparalleled ability of live sports to attract real-time, engaged audiences.

Streaming Platforms and CTV Gain Prominence: Connected TV (CTV) continues its ascent, now accounting for half of upfront spending, a significant increase from one-fifth in 2021. Streaming platforms like Netflix, Amazon, and YouTube are not only expanding their content libraries but also enhancing ad offerings with data-driven targeting and interactive capabilities.

Economic Headwinds Shape a Bifurcated Market: Analysts predict a market where Sports will move quickly with potential sell-outs in NFL and other top live events, while scripted and reality entertainment programming may have a softer and slower market.

As marketers approach registering budgets in the Upfront market, keep in mind the following considerations.

Reimagining the :30 Ad

Nearly every publisher/platform showcased innovations designed to extend the impact of the :30 ad spot, ranging from pause ads, QR integrations, and AI-driven placements to commerce-enabled experiences. The message was clear: Linear and Streaming inventory are no longer static, and technology is transforming how brands connect, convert, and measure success across screens.

Act Early to Leverage Live Events

Every major media company spotlighted live sports in their Upfronts presentations. NBCUniversal’s “Legendary February” pitch (Super Bowl + Winter Olympics + NBA All-Star Weekend) exemplified the value of mass cultural moments. Disney and Amazon also leaned heavily into NFL and NCAA rights.

Expect top-performing, brand-safe streaming environments to sell out, especially those aligned with live programming or tentpole content. If seeking these environments, capitalize on live sports and events to engage audiences in real-time, fostering stronger brand connections, but understanding that decisions must be made now. Inventory will not wait for Q3 budget releases or extended testing cycles. Consider locking in against key events while layering in digital extensions for measurement flexibility.

Anticipate a Competitive Scatter Market

While Upfront commitments provide security, some advertisers may desire more flexibility and prefer to wait to purchase inventory in the Scatter market. While this approach can indeed offer some timeline breathing room, it also carries some risks:

Higher Costs: Popular shows may command premium rates in Scatter.

Limited Availability: High-demand slots could be sold out, limiting options.

Early Engagement: Secure placements in anticipated hit shows during the Upfronts to avoid premium Scatter rates.

Diversified Investment: Balance Upfront commitments with reserved budgets for opportunistic Scatter buys

Cross-Platform Integration: Leverage multi-platform campaigns to maximize reach and engagement across linear and digital channels.

Greater Flexibility Can Be Found in Scripted & Reality Buys

Unlike live sports, scripted and reality programming often offer more negotiable terms, including options for cancellation and adjustments. This flexibility allows marketers to align buys with performance metrics and shifting strategies. Many media owners leaned into narratives around flexibility, automation, and data-driven buying. However, it’s critical to distinguish where that flexibility truly applies. High-demand inventory—particularly live sports in Q4 and marquee tentpole events—remains locked in and non-cancellable. Buyers should not expect uniform flexibility across all buys.

The 2025–26 Upfronts season spotlight a media landscape that is increasingly data-driven, flexible, and centered around live, engaging content. Brand marketers should align their strategies accordingly to navigate this evolving environment successfully. We encourage brand-side marketers to work with their strategy teams to engage in conversations and prioritize what elements and media environments are critical for your brand.