Sports took center stage at the media giants’ Upfronts meetings last year as they aimed to attract advertisers amid a Hollywood strike and cost-cutting measures. This year, although the strikes had ended, the impact was still felt, resulting in fewer series and movies being showcased during the presentations. As a result, live sports remained the highlight of the Upfront meetings due to its ability to draw large audiences and advertising dollars.
Tom Rogers, Oorbit Gaming and Entertainment executive chairman and former NBC Cable president, noted that traditional media companies faced two main challenges: the decline of traditional TV and the increasing fees for airing live sports. With reduced content spending, entertainment programming naturally had to be scaled back.
Disney emphasized its upcoming Disney+ series like “Agatha All Along” and “Daredevil: Born Again,” while Warner Bros. Discovery highlighted spinoffs of popular HBO series such as “House of the Dragon” and “And Just Like That.” Comcast’s NBCUniversal focused on the musical film “Wicked” and the renewal of some Peacock original series.
The summer movie box office season is expected to shrink by around $800 million this year due to a limited number of blockbuster films. However, the movie calendar is projected to ramp up in the fourth quarter, with major titles like “Joker: Folie a Deux,” “Gladiator II,” “Moana 2,” and “Wicked” arriving in cinemas. The years 2025 and 2026 are set to see a significant boost in titles, including features from major franchises like Marvel, Star Wars, Batman, Super Mario Bros., and a third Avatar film.
Tech giants like Netflix and Amazon Prime Video, which have recently introduced cheaper ad-supported tiers to their streaming platforms, also made a strong presence at the Upfronts week. Amazon, now owning MGM Studios, highlighted renewals and upcoming seasons of original series like “Mr. and Mrs. Smith” and “The Boys.” Netflix announced the sequel to Adam Sandler’s “Happy Gilmore” and a slate of other series.
Sports programming, including the NFL, the Summer Olympics, and the NBA, played a dominant role in the Upfront presentations. Live sports have become increasingly important for advertisers, as the access to quality content in an on-demand world has reduced the scarcity that historically drove the upfront model. NBCUniversal dedicated much of its presentation to the upcoming Summer Olympics in Paris, while Netflix announced a deal to air NFL games on Christmas Day. Amazon showcased its Thursday Night Football and upcoming wild card playoff game.
Overall, media giants relied heavily on sports during the Upfronts meetings due to their ability to attract large audiences and advertising dollars. The decline of traditional TV and cost-cutting measures have resulted in reduced entertainment programming, leading companies to prioritize live sports and high-profile events like the Olympics. Additionally, tech giants like Netflix and Amazon Prime Video are leveraging their streaming platforms to showcase a mix of sports, films, and series.
