The same streamers that for years used their lack of advertising as a tool to bludgeon the Big Four networks to (near) death suddenly reversed course and decided that actually, advertising is good.
Under pressure to boost profits, Netflix started selling ads in November 2022, Disney+ followed a few weeks later, and this past January, Amazon joined in and made commercials the default setting for all Prime Video customers.
And now, having fully accepted the gospel according to Madison Avenue, the streamers have decided they need to worship accordingly, once again turning upfront week into a marathon of ... lavish presentations for advertisers and the press, with all the accompanying star power.
2024's upfront week might not match the giddy excesses of the network era but it will feel closer to the old 'normal' than it has for years.
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