"Dollars earmarked for traditional TV have declined for the past three upfront sessions. Ad commitments tied to broadcast primetime fell 2.5% to about $9.1 billion in 2025, compared with $9.34 billion in the year-earlier period."
"Meanwhile, dollars earmarked for streaming rose 17.9%, per Media Dynamics, to $13.2 billion, compared with $11.2 billion in the 2024 upfront."
"These four companies now capture 65% of total U.S. ad spend, or about 80% of digital ad spend, according to research firm MoffettNathanson."
"Predictions for TV in 2026 call for a 10% decline in advertising devoted to cable and a 5% uptick in ad spending for streaming services."
The upfronts remain a significant venue for trading TV advertising, but traditional TV ad spending is decreasing. Advertisers are increasingly interested in programmatic ads and digital platforms. In 2025, ad commitments for broadcast primetime fell to $9.1 billion, while cable dropped to nearly $8.68 billion. Conversely, streaming ad dollars rose to $13.2 billion. Major digital companies dominate U.S. ad spending, capturing 65% of total ad spend. Predictions indicate further declines in cable advertising and a slight increase in streaming ad investments by 2026.
Read at Variety
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