Streaming Giants Take Center Stage at TV Advertising Upfronts

Amazon and Netflix make significant inroads as traditional networks highlight their unique strengths

Streaming platforms now account for 37% of U.S. television viewing, surpassing both broadcast and cable TV.
Amazon Prime Video and Netflix joined traditional networks in the annual advertising upfronts for the first time.
Amazon's ad-supported Prime Video service reaches 115 million viewers monthly, the largest of its kind.
Disney's upfront emphasized its extensive content range and innovative ad technology, with Bob Iger making a rare appearance.
Live sports remain a key draw for traditional TV, but streaming services are increasingly acquiring sports rights.