The 2025 Upfronts and NewFronts season has wrapped, revealing a media landscape in flux. Economic uncertainty, evolving viewer habits, and technological advancements are forcing traditional broadcasters and digital giants alike to rethink their strategies. This year, the emphasis was firmly on live sports, the continued dominance and evolution of streaming, and a renewed focus on data-driven, flexible advertising solutions.
Here’s a company-by-company breakdown of the key takeaways from this pivotal week:
NBCUniversal: Betting Big on Live Sports and a Star-Studded Return
NBCUniversal made a clear statement: live sports are king. Their fall 2025 schedule is heavily weighted with athletic programming, most notably a new NBA package slated for Tuesday nights starting in November. Ad Age and Variety reported on this significant acquisition. The perennial powerhouses “Sunday Night Football” and college football on Saturdays are also front and center. Beyond sports, NBC highlighted new shows like “The Fall and Rise of Reggie Dinkins” and “On Brand With Jimmy Fallon,” demonstrating a commitment to diverse content.
Their presentations were a spectacle, featuring performances by industry heavyweights like Seth MacFarlane, Snoop Dogg, and John Tesh, underscoring the “entertainment” aspect of the Upfronts. With a massive cross-platform data graph via Peacock, linear TV, apps, and NBC Sports properties, NBCU is well-positioned to offer advertisers extensive reach and data insights, a point highlighted by TVREV. According to Nielsen, linear TV (broadcast and cable combined) still accounts for 57.6% of ad-supported viewing, showcasing its continued importance despite streaming’s growth.
Paramount Global: Smaller Events, Bigger Data, Redefined Premium
Paramount Global continued its trend of opting for smaller, more targeted client events for the third consecutive year, eschewing the traditional large-scale Upfront presentation. Ad Sales Chief John Halley articulated this strategic shift: “It’s not just about talent shows anymore. It’s also about signal and transmission and connection, which kind of reshapes this notion of premium.”
This “premium redefined” strategy is deeply rooted in performance. Paramount is evolving its video advertising into a performance-driven model, offering always-on attribution reporting and real-time metrics. This allows advertisers to optimize campaigns with greater precision, turning video ads into measurable, outcome-oriented investments. Paramount leverages its internal first-party data, combining 80 audience segments for “Paramount Personas,” showcasing a sophisticated approach to audience targeting, as reported by TVREV. Their content slate remains robust, featuring popular shows like “Tracker” and major sports events such as March Madness and the NFL, all aligned with their data-driven advertising goals, as highlighted in Adweek. Paramount+ also reported 79 million global subscribers as of Q1 2025, up 11% year-over-year, with global watch time per user increasing 17% year-over-year, according to NickALive!.
Amazon: AI-Powered Ad Integration and the Retail Connection
Amazon MGM Studios’ 2025 Upfront presentation highlighted the e-commerce giant’s unique advantage: the seamless integration of advertising into the viewing experience, powered by new technology. They announced enhanced ad integration within Prime Video, leveraging AI-powered contextual ads and innovative features like “pause ads” and direct cart integration for products seen in advertisements. This aims to make ads a natural extension of content consumption, as reported by The Desk.
With an ad-supported monthly reach in the U.S. expanded to an audience of over 300 million across owned and operated supply and beyond, Amazon Ads possesses an unparalleled first-party data set, offering advertisers a direct link between viewership and purchase intent, as noted by TVREV. Prime Video’s ad-supported tier alone reaches over 130 million users in the U.S., up from 115 million last year. Notably, 88% of Prime Video viewers also shop on Amazon, making the jump from watching to buying nearly frictionless, according to DesignRush. The emphasis on AI and direct shopping links signals a powerful evolution in how ads will function within the streaming ecosystem, making advertising more direct and measurable.
Disney: Streaming, Sports, and Year-Round Buying
Disney’s Upfront was a star-studded affair, with Bob Iger making his first appearance on the Upfront stage in 30 years. TechRadar and Deadline Hollywood reported on the event. The presentation showcased upcoming shows like “Alien: Earth” and “The Bear” and unveiled new projects, including an all-female sports show, “Vibe Check,” destined for Disney+. The core message was the strength of Disney’s diverse portfolio and the seamless integration of its brands across streaming platforms. They also heavily invested in sports, bringing out top athletes to underline their commitment, as seen in reports from The Hollywood Reporter and Variety.
A significant announcement for sports fans was the details of the new ESPN app, launching this fall. This standalone direct-to-consumer streaming service will simply be called “ESPN” and aims to centralize all ESPN programming, offering both an “Unlimited” plan ($29.99/month for access to all ESPN networks and 47,000 live events) and a “Select” plan ($11.99/month for ESPN+ content). The app will feature personalized sports viewing experiences, including fantasy sports dashboards, real-time betting tools, and customized highlight reels. It will also integrate with Disney+ and Hulu for bundle subscribers, ensuring a seamless experience across Disney’s content ecosystem. This move signifies Disney’s commitment to making ESPN content more accessible directly to consumers. CNET, Ad Age, and Sports Business Journal provided extensive details on the new app.
Rita Ferro, Disney’s president of global advertising, championed a shift to a year-round ad buying strategy, likening it to other industries where purchases occur continuously. This approach aims for continuous partnerships and leverages various content opportunities throughout the year, as discussed in The Ankler. Disney also emphasized its robust data infrastructure, offering identity resolution at scale through Disney Select and clean-room efforts, ensuring privacy-safe measurement, a key focus for TVREV. Disney’s ad-supported reach now extends to 164 million global monthly active users, delivering 200,000 hours of premium content, according to The Walt Disney Company.
Netflix: Expanding Ad-Tier Reach and Advanced Ad-Tech
Netflix, a relatively newer entrant to the advertising world, made significant strides at the 2025 Upfronts. They introduced the Netflix Ad Suite, with an initial rollout in the US and Canada and a global expansion to 12 countries by June, as reported by AdExchanger. Netflix President of Advertising Amy Reinhard revealed that the ad-supported tier now reaches 94 million monthly active user profiles, with a total reach of 170 million. The new suite boasts enhanced data capabilities, including integrations with Experian and Axciom, signaling a serious commitment to advanced ad-tech.
As of early 2025, the ad-supported plan has grown to 40 million global monthly active users, up from just 5 million a year prior. Over 40% of new signups in markets with the ad tier are opting for this plan. Netflix expects ad revenue to double in 2025, driven by the increasing number of ad-supported sign-ups, according to Netflix. The company also plans to launch its in-house advertising technology platform by the end of 2025, enabling programmatic buying, advanced targeting, and improved measurement for advertisers.
Warner Bros. Discovery: Re-Embracing HBO Max and Strategic Shifts
Warner Bros. Discovery announced a significant brand shift, returning their streaming platform’s name from Max back to HBO Max. This decision, announced during their TV Upfronts presentation, was made to leverage the enduring prestige of the HBO brand, especially after gaining 22 million new subscribers in the last 12 months, as reported by StreamTV Insider. JB Perrette, WBD’s president and CEO of streaming, reiterated their focus on unique programming that “just hits different.”
Beyond the name change, WBD’s presentation leaned into strategic shifts, highlighting their unique content offerings and continued growth in the streaming space. Their streaming business has shown growth, reaching 122.3 million global subscribers and posting a profit of $339 million in Q1 2025, according to Perplexity. They also unveiled Hispanic streaming initiatives, demonstrating a commitment to diverse audiences, a point noted by Deadline Hollywood.
Fox: Sports, News, and Celebrity Flair
Fox’s Upfront presentation was a vibrant affair, marked by lively celebrity appearances from Jamie Foxx and David Letterman, among others, as reported by The Hollywood Reporter. The event emphasized entertainment alongside network promotions, showcasing stars like Jon Hamm and Sarah Michelle Gellar. Fox, like many others, highlighted sports, news, and its popular entertainment slate, including “Doc” and “Animal Control,” which IMDb mentioned. For Q3 Fiscal 2025, Fox reported advertising revenues of $1.664 billion, a key indicator of their strong market position, as per PR Newswire.
Telemundo & TelevisaUnivision: Tapping into the US Hispanic Market
Telemundo continued to bet on live programming, recognizing its immediate impact and strong audience engagement, as reported by The Hollywood Reporter. TelevisaUnivision further reinforced the importance of the US Hispanic audience. Their presentation showcased a diverse content slate, including one-minute microdramas, new extreme reality shows, and expanded women’s soccer coverage through a deal with Concacaf. Executives emphasized a content-driven approach, seamlessly integrating TV and streaming, with ViX reaching 28 million viewers as of Q1 2025 and ViX’s free, ad-supported tier achieving double-digit growth in reach year-over-year. Subscriptions for premium tiers also doubled despite a price increase, according to StreamTV Insider. These figures, detailed by Forbes, highlight a significant opportunity for advertisers targeting this rapidly growing demographic.
YouTube: Cultural Impact, AI, and Enhanced Commerce
YouTube emphasized its immense cultural impact and unparalleled audience reach, as reported by The Hollywood Reporter. Total YouTube ad reach accounts for 2.53 billion users, representing 45.5% of the world’s internet user base, and it increased by 1.6% over the last year, according to Variety. This broad reach makes YouTube a crucial platform for advertisers, offering a vast and diverse audience across various content formats. For Q1 2025, YouTube’s ad revenue reached $8.93 billion, up from $8.0 billion in Q1 2024, as per The Keyword.
At its annual Brandcast presentation, YouTube deepened its partnership with the NFL, announcing plans for the platform’s first live NFL game broadcast (the first Friday game of the upcoming season, hosted in São Paolo, Brazil, for free on the NFL’s official YouTube channel) and a multiyear pact for the Super Bowl Flag Football Game. This highlights the growing importance of live sports on the platform, and aligns with the broader trend of major sports events finding new homes on streaming and digital platforms.
On the advertising front, YouTube unveiled a Cultural Moments Sponsorship package to help brands “own the conversation” around specific events like The PGA Championship or awards season. They are also upgrading existing shoppable CTV ads with an interactive product feed supported by the Google Merchant Center, further tying premium video closer to transactions. The masthead placement on CTV homepages has been revamped with a more immersive design. Furthermore, YouTube is integrating with parent Google’s Gemini artificial intelligence (AI) to power contextual ads. A significant development is Google’s plan to begin using retail media data to target YouTube campaigns this summer, a clear sign of the convergence between lower-funnel retail data and upper-funnel video advertising. YouTube Shorts monetization continues with a 45% revenue share for creators from ads played between Shorts, after music licensing costs, requiring 1,000 subscribers and either 10 million Shorts views in 90 days or 4,000 watch hours on long-form content for the YouTube Partner Program. These insights were reported by Marketing Dive.
Meta: Creator-First, Video-Focused, and AI-Powered
Meta’s NewFronts presentation focused heavily on its creator ecosystem, the power of short-form video (Reels), and the integration of AI across its advertising solutions. For Q1 2025, Meta reported robust performance with revenue rising 16% year-over-year to $42.31 billion, with advertising revenue reaching approximately $40.97 billion. Daily active users across its family of apps (Facebook, Instagram, Messenger, and WhatsApp) totaled 3.43 billion users, a 6% increase. Ad impressions grew by 5%, while the average price per ad rose 10%, indicating higher user engagement and stronger monetization, according to Social Samosa.
Meta is testing “Reels Trending Ads,” which place ads immediately after the most popular, engaging creator-created Reels across its platforms, similar to TikTok’s Pulse product. This allows brands to align with viral content and filter by category with brand safety controls. They also announced the testing of video ads in Threads, Meta’s Twitter-like platform, providing new in-feed video ad formats. The Creator Marketplace is expanding with enhanced metrics like AI-driven keyword search, hook rate, and past partnership history, making it easier for brands to identify and collaborate with relevant creators. Meta is also rolling out AI-powered video expansion on Facebook Reels, automatically adjusting video creative to different aspect ratios by generating “unseen pixels,” according to Social Media Today. This emphasizes the growing role of AI in creative optimization and adaptation for diverse platforms.
TikTok: From Discovery to Conversion with Enhanced Solutions
TikTok’s NewFront focused on its evolution from a culture engine to a full-funnel performance platform, introducing new tools to meet users in moments of intent while reinforcing a commitment to brand-safe environments. TikTok boasts over 1.6 billion monthly active users (MAUs) globally as of 2025, with the U.S. alone having approximately 135.79 million users. TikTok usage accounts for 58 minutes per day on average, demonstrating high engagement. TikTok ads reached 19.4% of all people on Earth in January 2025, according to Tekrevol.
Key highlights included the testing of Sponsored Search Solutions, allowing brands to pair content with trending search terms for increased visibility when users are actively exploring. The Pulse Media Suite is expanding with more customizable content alignment through premium and seasonal packages, guaranteeing placement alongside top-performing content. They also introduced Sponsorship Solutions for on and off-platform activations tied to key cultural moments. TikTok emphasized its $2 billion investment in Trust & Safety, introducing new advertiser tools like brand suitability controls and feed exclusions to support safer and more intentional placements. Additionally, TikTok is enhancing product discovery with Smart+ Catalog1 Ads for automated campaigns, GMV Max for TikTok Shop advertising, and improved search functions, leveraging AI for content creation to boost sales both online and in physical stores, as detailed by Swipe Insight.
Snapchat: Native, Location-Driven Advertising with AI Power
Snapchat continues to lean into authentic engagement and high-intent, location-based experiences with native ad placements and smarter tools for media buying. For Q1 2025, Snap reported revenue of $1.363 billion, growing 14% year-over-year, with advertising revenue at $1.210 billion, growing 9%. Global Daily Active Users (DAU) reached 460 million, up 9% year-over-year. Notably, 75% of all advertising revenue is direct-response oriented, and the total advertiser base grew by 60%, according to Mobile Dev Memo.
Key announcements included Sponsored Snaps in Chat, a first-of-its-kind native format inside Snap’s most engaged environment. They are also launching Promoted Places on Snap Map, allowing businesses to boost visibility on the Map, reaching over 300 million users monthly. Snapchat is rolling out new AI-driven campaign solutions like “Smart Bidding,” where advertisers can set a target cost-per-action, and Snap’s AI systems will automatically adjust bids and budgets. “Smart Budget” allows advertisers to automatically shift spend to the highest-performing ad sets. Additionally, they are expanding Sponsored AI Lenses, which can create fresh and shareable content from existing images, and are launching a live music series called “Under the Ghost” with sponsorship opportunities for brands, as reported by MediaPost and Social Media Today.
Google: AI-Powered Performance Across the Ecosystem
Google’s NewFronts presentation emphasized the new AI-powered capabilities of its advertising platforms, particularly Display & Video 360, and showcased the connection between Connected TV (CTV) and commerce. Google reported $66.9 billion in ad revenue for Q1 2025, up 8.5% from last year. Its “Search and Other” segment brought in $50.7 billion alone, up nearly 10% year-over-year, as per The Keyword.
Google introduced “Power Pack,” an AI-powered campaign solution engine for Search and YouTube, utilizing Performance Max, AI Max for Search campaigns, and Demand Gen. They are expanding Ads in AI Overviews, allowing ads to be shown directly in AI-powered responses. Shoppable CTV enables viewers to engage with products directly from the big screen via QR codes, available across Demand Gen and Performance Max campaigns. Google is also rolling out “Peak Points,” a new ad format powered by Gemini, for seamlessly integrating ads across YouTube’s vast video library with precisely timed placements. New accelerated checkout for Demand Gen will redirect YouTube shoppers directly to carts or checkout. Additionally, Google plans to introduce new video ads across Google surfaces like Search, Image Search, and Google Shopping by allowing high-quality video assets to be added to Performance Max campaigns. Generative AI will also be used to effortlessly reformat and extend videos into all aspect ratios, ensuring optimal creative for various placements. These innovations, detailed by Google Ads Support and DataFeedWatch, highlight Google’s pervasive AI-driven approach to advertising across its vast ecosystem.
AMC Networks: Streaming at the Forefront
AMC Networks’ Upfront presentation put streaming firmly at the forefront of its content strategy, as reported by Variety and Hollywood Reporter. This reflects the broader industry trend of prioritizing digital platforms and on-demand viewing, catering to evolving consumer habits. As of March 31, 2025, AMC Networks reported 10.2 million streaming subscribers, with streaming revenues increasing 8% to $157 million year-over-year, despite a slight sequential decline in subscribers due to a focus on “higher quality subscribers” and tighter credit standards. They also saw a sequential double-digit increase in viewership hours per subscriber, indicating strong retention and engagement, according to AMC Networks Investor Relations.
Sinclair Broadcast Group: "Broadcast is Back" and Video Podcasts
Sinclair Broadcast Group championed the resurgence of broadcast TV at its Upfront, highlighting the continued relevance of traditional networks and the growing number of households using antennas for free TV. They emphasized the appeal of local news, sports, and entertainment, and announced plans to expand content and distribution deals, as reported by The Desk. For Q1 2025, Sinclair reported total advertising revenues of $298 million, a 7% decrease year-over-year, with core advertising revenues (excluding political) at $292 million, down 2%, as per their First Quarter 2025 Financial Results.
Sinclair also joined other companies like Wondery and Amazon in highlighting the growing prominence of video podcasts, a trend discussed by CNBC. They touted the success of sports video podcasts featuring former NFL players, recognizing the new advertising opportunities presented by the visual component, including product placement and host integration. This signals a move towards integrating audio-visual content with direct advertising potential.
Roku: Strategic Partnerships and Data Innovations
Roku, a major player in the Connected TV (CTV) space, opted for a more tailored approach this Upfront season, forgoing a large, single event in favor of strategic meetings with partners. As reported by TVREV, Roku is focused on curating opportunities for clients to grow their businesses. Their efforts include sharing data with agencies for better planning and optimizing lower-funnel outcomes.
Roku’s strategy emphasizes deeper, more strategic relationships with advertisers, moving beyond transactional CPMs to focus on data integrations and new product testing. Key announcements included the launch of the Roku Data Cloud, designed for privacy-compliant interaction with their extensive data, and collaborations with measurement partners like iSpot to understand cross-TV landscape reach and frequency, as highlighted by Martech360. Roku also highlighted the growing trend of free, ad-supported streaming, stating that 88% of Roku households in the U.S. stream such content, and predicts that the majority of streaming in 2025 will be free and ad-supported. Their focus on “Zones” for sports content (like MLB Zone and NBA Zone) and the potential for interactive features like gamification and commerce within the viewing experience position them as a leader in innovative CTV advertising.
Samsung Ads: Shoppable TV and the Samsung Television Network
Samsung Ads, another prominent CTV platform, showcased a multifaceted approach to integrating commerce and content. They unveiled ShoppingBreaks, a sophisticated ad format launching later this year that allows consumers to buy directly from their TVs by serving creator-hosted, short-form content within ad breaks with clear calls to action. This is part of Samsung’s broader interactive solutions portfolio, which also includes GameBreaks—interactive mini-games designed to boost brand recall during ad breaks. NewscastStudio and Media Play News provided extensive details on these innovations.
Samsung also debuted STN (Samsung Television Network), described as “the broad-FAST channel of the future,” available exclusively on Samsung TV Plus. STN will feature curated programming from Samsung TV Plus, including content from top creators and live events like the Jonas Brothers’ upcoming tour. With nearly 700 channels and over 88 million monthly active users, Samsung TV Plus is a significant player in the FAST (Free Ad-Supported Streaming TV) space. Samsung Ads further introduced a suite of data-driven solutions, including Optimal Reach, Performance Conversion, and Data+, leveraging their extensive TV and mobile data ecosystem to provide advertisers with advanced targeting and measurement capabilities, as described on Samsung Ads’ performance solutions page.
LG Ad Solutions: Interactive and Gamified Ads, AI Integration
LG Ad Solutions focused on enhancing interactivity and commerce within the CTV environment. They announced partnerships with BrightLine to implement more interactive TV ads, with formats including trivia capabilities and gamified advertising becoming available in Q3 in the U.S. and Canada, with global expansion to follow. Shoppable ads are also a priority, featuring QR codes and add-to-cart functionality to facilitate direct purchases from the TV screen. NewscastStudio detailed these developments.
LG Ad Solutions also highlighted the integration of 3D native home screen ads, aiming to transform the LG home screen into a dynamic brand showcase. They announced a partnership with Curtis “50 Cent” Jackson to launch the “50 Cent Action Channel” on LG Channels, further expanding their content offerings. Like other smart TV manufacturers, LG is leveraging AI extensively in their 2025 TV lineup, offering AI-powered picture and sound enhancements, and smarter navigation and search capabilities, as reported by Tom’s Guide and TechRadar. According to LG Ad Solutions’ “The Big Shift 2025” report, 39% of CTV viewers searched for a product online after viewing a relevant ad, 38% visited a website, and 21% made a purchase, showcasing the direct impact of CTV advertising.
The Overarching Themes: Economic Uncertainty and Data Centrality
Underneath the glitz and glamour, the 2025 Upfronts were shaped by economic uncertainty. Concerns about tariffs, recession fears, and a fluctuating macroeconomic environment created a cautious atmosphere for advertisers. As advertising evangelist Ryan Gould noted, “The one thing that I think is going to be most important this year, in this upfront cycle, is a consultative approach,” as quoted in The New York Times. This suggests a need for media companies to work closely with advertisers to navigate the evolving market conditions.
Crucially, data control took center stage across all presentations. Major players like Paramount, Amazon Ads, NBCU, Disney, Netflix, Fox, Roku, Samsung Ads, LG Ad Solutions, Meta, TikTok, Snapchat, and Google all showcased robust data infrastructure, emphasizing first-party data graphs and privacy-safe measurement, as detailed by TVREV. This signifies a collective commitment to providing advertisers with more precise targeting, real-time metrics, and demonstrable ROI in an increasingly complex and competitive advertising landscape. The evolution of CTV ads with interactivity and new formats, as discussed by TVNewsCheck, further supports this data-driven shift.
The 2025 Upfronts and NewFronts underscore a dynamic media ecosystem where live sports remain a powerful draw, streaming continues its rapid evolution, and data-driven advertising strategies are paramount. Flexibility, innovation, and a keen understanding of audience behavior will be key for success in the year ahead.
At Marshall Advertising, we help brands navigate the evolving media landscape reflected in the 2025 Upfronts and NewFronts, from the growing impact of live sports to the ongoing shift toward streaming and data driven strategies. Let us help you leverage these insights. Reach out today.
