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Story summary
- U.S. media firms gathered in New York for the 2026 upfront as streaming ad commitments reached $13.2 billion.
- Streaming ad commitments rose 17.9% from $11.2 billion in the 2024 upfront, while broadcast primetime and cable commitments fell 2.5% to $9.1 billion and 4.3% to $8.68 billion respectively.
- Alphabet, Meta, Amazon and Microsoft together capture 65% of U.S. ad spend and about 80% of digital spend.
