Overview

• The 2025 Upfronts and NewFronts emphasized live sports, with the NFL featured prominently across presentations by NBC, Fox, Disney, Netflix, and YouTube.
• Advertisers are prioritizing live sports and tentpole events due to their ability to deliver large, measurable audiences in a fragmented media landscape.
• Streaming platforms like Netflix and YouTube intensified their sports push, with NFL Commissioner Roger Goodell announcing exclusive matchups, including YouTube's first NFL game in Brazil.
• Traditional networks are reallocating significant entertainment programming hours to live sports, with NBC adding over 150 hours of NBA games and Disney increasing its NBA, WNBA, and NFL coverage.
• Warner Bros. Discovery rebranded its streaming service back to HBO Max, while Disney introduced its standalone ESPN streaming service to capitalize on sports-driven growth.