This year's upfronts season indicates that streaming services, including Netflix and Amazon, may capture half of ad spend, representing a significant shift in advertising dynamics. Media experts estimate that 50% of all upfront dollars have moved to streaming for the first time, according to IPG Mediabrands. Viewer trends show 45% of adults 18-plus engage with streaming, with 70% of that time spent on ad-supported platforms. Forecasts predict $12 billion in streaming ad spend during this upfront season, potentially rising to $14 billion next year.
"Evaluating this year's marketplace activity, we estimate that around 50% of all upfront dollars have gone to streaming - for the first time ever in an upfront."
"According to IPG Mediabrands' estimates, some $12 billion will be spent on streaming in this year's upfront, which is forecasted to reach $14 billion next year."
"CTV is now capturing 50%-plus of upfront precommitted dollars for major players, driven by platforms like YouTube, Hulu, Roku, Amazon, and the rise of FAST networks."
Read at Digiday
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