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Media Companies Present 2026 Programming Slates at New York Upfronts

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The 2026 Television Upfronts: Key Takeaways from New York

The 2026 television upfront presentations, held in New York City from May 11-13, saw major media and technology companies present their programming and advertising offerings to advertisers. Presenters included NBCUniversal, Fox Corp., Disney, Warner Bros. Discovery, Amazon's Prime Video, Google's YouTube, and Netflix, following the conclusion of Paramount Skydance's presentations.

Industry Context and Economic Factors

Media executives reported that global economic issues, including the Middle East conflict and rising fuel costs, have not significantly affected advertiser discussions this year. Jeff Collins, Fox's president of advertising sales, stated that advertiser sentiment has remained positive and clients are accustomed to navigating uncertainty.

"I still think marketers are spending money." — One ad sales chief

Another ad sales chief noted, "It’s definitely not a bear market," adding that macroeconomic caution exists but has not led to meaningful spending changes.

Shifting Industry Dynamics

The upfronts reflected changes in the media landscape, including a shift from traditional network schedule announcements to broader corporate showcases encompassing streaming, sports, and theme parks.

Industry changes include potential mergers, such as the proposed union of Paramount and Warner Bros. Discovery, and NBCUniversal's spin-off of its cable networks into a new entity called Versant.

Technology Companies Take Center Stage

Technology companies Amazon, YouTube (Google), and Netflix hosted prominent events:

  • YouTube held its Brandcast event at Lincoln Center, featuring performances by Chappell Roan and appearances by Trevor Noah and Alex Cooper. CEO Neal Mohan discussed YouTube's data-driven approach to content discovery.

  • Amazon's presentation at the Beacon Theatre included Oprah Winfrey, Michael B. Jordan, and Diplo, and showcased the integration of advertising and e-commerce.

  • Netflix, which introduced its ad-supported tier in 2022, hosted its first upfront, with appearances by Jennifer Lopez, Florence Pugh, and Tina Fey. Netflix reported 250 million monthly active users on its ad-supported plan.

Legacy Media Adapts

Among legacy media companies:

  • Disney held a large-scale event at the Jacob Javits Center, with appearances by Olivia Rodrigo, Robert Downey Jr., and Anne Hathaway, and emphasized its streaming platforms Disney+ and Hulu.

  • Other legacy companies presented more limited offerings: Fox focused on live sports and news; NBCUniversal highlighted its upcoming 100th anniversary; and Warner Bros. Discovery held a smaller event ahead of its planned sale to Paramount.

Content and Advertising Focus

NFL rights remain a dominant advertising draw, with most presenting companies holding NFL broadcast agreements. The FIFA World Cup and new WNBA deals are driving sports-related advertising demand. YouTube and other platforms integrated creator content into their presentations.

"Media must work harder and be accountable to brands." — Jay Askinasi, Paramount's chief revenue officer

Mark Marshall, NBCUniversal's chairman of global advertising, highlighted an increased focus on live content across linear and streaming platforms.

Advertising Technology Takes the Spotlight

Advertising technology was a recurring theme. Technology companies promoted AI-driven tools for targeting, including Google's Performance Max and Amazon's ad platform, which can determine viewer intent and enable direct product sales. Legacy media companies are testing similar tools.

During Disney's upfront, Jimmy Kimmel delivered a comedic roast that mocked the advertising industry's reliance on artificial intelligence—a performance that was well-received by the audience.