Upfronts 2024: Media Giants Pivot to Streaming and Digital Ad Strategies

As traditional TV ad spending stagnates, streaming platforms like Netflix and Amazon Prime Video are capturing growing ad revenues with innovative models.

Traditional TV ad spending expected to see minimal growth, with a projected increase of just 1% to $18.79 billion.
Digital ad spending during Upfronts is set to surge by nearly 32% to $16.45 billion, reflecting a significant shift in advertiser preferences.
Streaming giants are leveraging ad-supported tiers, with Netflix's ad tier reaching over 23 million monthly active users.
Sports programming continues to be a major draw for TV advertising, with ongoing negotiations over NBA rights highlighting the high stakes.
Media companies are adapting to a dynamic market, with some networks pushing for agency-level ad commitments to increase flexibility.