Marketers Reduce Upfront Spending as Streaming Gains Ground

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In a significant shift, only 36% of marketers intend to participate in the 2025 upfront advertising market, a notable decline from 51% in 2024. This downturn marks a reversal from the upward trend observed over the past three years.

Among those still investing in upfronts, just 22% plan to increase their spending compared to last year, a sharp drop from the 48% who reported higher spending in 2024. Conversely, 32% of marketers now expect to reduce their upfront expenditures, up from 18% the previous year.

This cautious approach coincides with a broader industry pivot toward digital platforms. The Interactive Advertising Bureau reports that digital video is projected to capture nearly 60% of all U.S. TV/video ad spending in 2025, up from less than 30% five years ago. Connected TV (CTV) ad spending alone grew 16% year-over-year in 2024, driven by live sports and streaming events.

Streaming platforms continue to dominate ad-supported viewership. Nielsen’s recent data indicates that ad-supported streaming services account for 42.4% of total TV viewing, surpassing traditional broadcast and cable. Amazon Prime Video, for instance, secured over $1.8 billion in advertising commitments during its recent upfront event, outperforming Netflix and signaling robust growth in its ad platform.

Despite the shift toward digital, traditional networks are not conceding ground. NBCUniversal and others are emphasizing their strengths in live sports broadcasting and ad tech capabilities to retain advertiser interest.

As the advertising landscape evolves, marketers are re-calibrating their strategies, balancing caution with the opportunities presented by digital platforms.