By: Jessica Rosenthal
There’s nothing quite like the upfronts in New York—a whirlwind of star-studded stages, major content announcements, and enough industry buzz to power Times Square. The 2025 upfronts presentations were no exception. With legacy media, streamers, and even tech giants all jockeying for attention, the key takeaway was clear: the battle for viewers (and advertisers) is more competitive—and more creative—than ever.
NBCUniversal
NBCUniversal came out strong, positioning its “One Platform” as the future of integrated advertising. With the Super Bowl, Winter Olympics, and a 100th anniversary on the horizon, they’re not just thinking about next year—they’re building a narrative for 2026.
FOX
FOX, true to form, brought the energy—and the chaos. From Tom Brady accidentally hitting a media buyer with a pass to Letterman getting lifted Dirty Dancing-style by Michael Strahan, they leaned into their blend of sports, news, and unscripted drama. The return of Family Guy and American Dad to the network was a full-circle moment.
Amazon
Amazon’s Monday night slot was a flex. DJ Steve Aoki opened, the Kelce brothers brought the charm, and their pitch? Full-spectrum dominance—sports, shopping, and content all under one shoppable roof. With 300 million ad-supported users and a new wave of interactive ads, they’re quietly becoming one of the most powerful players in the space.
Disney
Disney’s presentation was polished and full of familiar faces—Ryan Seacrest, the Manning brothers, and Jimmy Kimmel. The real message? Scale and storytelling still matter. With 164 million global ad-supported users and ESPN’s direct-to-consumer future on the horizon, Disney is evolving—but on its own terms.
Warner Bros. Discovery
Warner Bros. Discovery used its time to reclaim the HBO identity, officially renaming MAX back to HBO Max. They reminded us of their premium DNA, from The White Lotus to a new Superman movie, while CNN teased a new streaming product for 2025.
YouTube
YouTube’s 20th anniversary presentation was both nostalgic and forward-looking. With creators, NFL execs, and Lady Gaga(!), it was a celebration of platform power. As the #1 streaming service for TV watch time in the U.S., YouTube isn’t just a place for video—it’s a cultural engine.
Netflix
Netflix took its second-ever upfront stage with confidence. Its content slate is packed (Squid Game, Cobra Kai, Black Doves), and it’s leaning into live events like the Jake Paul vs. Mike Tyson fight. What stood out most? Their ads are working—8x higher brand favorability than the CTV average, and they’re building their own ad tech stack by next year.
Paramount
And then there’s Paramount. No big show, no glitzy venue. With a sale to Skydance pending and legal drama in the air, it was a quieter year. But the numbers still speak: CBS is the most-watched network for the 17th season, and Paramount+ is still growing with big titles and steady sports.
Final Thoughts
The 2025 upfronts were less about who had the flashiest celebrities (though there were plenty) and more about whose best positioned to serve audiences and advertisers in an increasingly fragmented world. Whether it’s the return to premium brands (HBO), bold sports strategies (Amazon, FOX), or live content at scale (NBCU, Disney), everyone is pushing for relevance, reach, and results.
And if I had to sum it up? The race for attention is fiercer than ever—and we’re all better off for it.
