The Upfronts Season Nobody Saw Coming

The Game Is Changing Very Quickly: Brian Steinberg has been covering media for decades, and right now is one of the most fascinating moments he has ever watched unfold. The players are evolving faster than ever, and the opportunities for brands and networks have never been more interesting. 📺

Amazon Is Everywhere: From Sirius XM to Netflix to Disney, Amazon has done more DSP deals in the last six to eight months than almost anyone anticipated. They are helping sell inventory across the entire ecosystem, and their ambition is only growing. 🚀

Sports Is Going to Carry the Day: Every major network is betting big on live programming, and the race has never been more exciting. NBC Sunday sports, Netflix NFL, and ESPN's first Super Bowl in 20 years. The fight for live programming is where all the energy is right now. 🏈

Upfronts Will Tell Us Everything: The media landscape is shifting in real time across Paramount Warner, Netflix, NBC, and Disney. This year's upfronts will be one of the clearest windows the industry has ever had into who is winning and where everything is heading next. 👑

Quality Over Everything: Brian expects upfronts will reveal the market trends favor fewer but bigger shows. The ones that break through will be blockbusters people want to watch on any screen, and the upfronts will be the moment brands and networks put their money where their mouth is. 🎬