Industry

New York City was once again the epicenter of the global media industry as the 2025 Upfronts and NewFronts took over Manhattan, uniting broadcasters, streamers, tech giants, and advertisers. This year's presentations confirmed a clear trend: in an increasingly fragmented media landscape, companies are betting on strong IP, advanced ad-tech, and franchise-driven storytelling to capture attention and unlock revenue.

The IAB NewFronts kicked off the season with a parade of innovations from digital-first companies. Samsung Ads unveiled the expansion of Samsung TV Plus, now boasting nearly 700 channels, and introduced the Samsung Television Network (STN) and a new branded content studio.

YouTube followed with its signature BrandCast event, where CEO Neal Mohan declared the platform “the epicenter of culture.” Backed by Nielsen data, YouTube claimed top spot for streaming watch time in the U.S., unveiling an extended NFL deal and new creator monetization tools.

Netflix hosted its third annual Upfront, revealing impressive traction for its ad-supported plan, now reaching 94 million users. Among the upcoming titles teased were new seasons of popular shows and major returns of franchise content.

Amazon made waves with announcements of high-profile IP-based projects, including:

• Delphi, a live-action series expanding the Creed universe

• Barbershop, a fresh take on the beloved film franchise

• A new season of the hit series Fallout

• The return of Beast Games and an untitled docuseries on female CEOs, executive produced by Serena Williams

Warner Bros. Discovery (WBD) surprised the market with the rebranding of its streaming platform back to HBO Max, citing stronger brand equity. It also launched the WBD Storyverse, a platform for advertisers to leverage iconic IPs in branded storytelling campaigns—building on the success of activations like Unilever's When Harry Met Sally-themed commercial.

CBS reinforced its strategy around procedural drama and familiar creators. It introduced:

• CIA, a new Dick Wolf series starring Tom Ellis

• Sheriff Country, a spin-off of Fire Country

• Boston Blue, tied to the Blue Bloods franchise

• Y: Marshals, a new Taylor Sheridan project debuting midseason

NBC leaned into comedy and high-concept storytelling, with pickups like:

• The Fall and Rise of Reggie Dinkins, a new series with Tracy Morgan and Daniel Radcliffe

ABC showcased multiplatform dominance, highlighting returning hits and the launch of:

• 9-1-1: Nashville, a new entry in the popular emergency drama franchise

FOX made bold moves with a diverse mix of scripted and unscripted formats:

• Memory of a Killer, based on the 2003 Belgian thriller

• Best Medicine, adapted from the British hit Doc Martin

• The Faithful, a six-episode biblical drama inspired by the Book of Genesis

• New iterations of familiar formats including 99 to Beat, Celebrity Weakest Link, and a reboot of Fear Factor

Telemundo emphasized scale and live programming, pledging over 5,000 hours of fresh content, including FIFA World Cup 2026 coverage, gripping telenovelas, and high-impact reality shows.

TelevisaUnivision focused on digital innovation and music-driven storytelling, announcing vertical video microdramas, new ad models, and extended music content strategies.

The 2025 Upfronts demonstrated how media players are adapting to changing viewer habits with a renewed focus on branded universes, flexible ad formats, and high-impact franchises. From legacy broadcasters to global streamers, the message was clear: the future belongs to brands that entertain and engage—on every screen, in every format, all year long.