Advertisers are redirecting dollars to streaming, as ad‑supported services grow in popularity. By 2029, spend on streaming ads could reach $20 billion, nearly matching linear TV, according to Madison & Wall. The shift will dominate this week’s high‑profile upfronts, where media and tech giants push brands to back their networks and streaming platforms for advertising budgets in the next decade and beyond today.

Consumers gravitate toward cheaper, ad‑free plans, yet the ad‑supported model offers brands targeted access to niche audiences. Streaming services have expanded their reach, drawing viewers who once shunned long commercial breaks. This trend reshapes media spend, forcing traditional broadcasters to innovate or risk losing a growing slice of advertising dollars in the television advertising landscape for brands seeking audience engagement.

Industry insiders expect the upcoming upfronts to showcase bold commitments, as advertisers weigh the cost of reaching fragmented audiences across platforms. The rise of streaming ad spend signals a shift in where brands allocate capital, compelling traditional TV to adopt hybrid models and prompting investors to reassess the valuation of legacy broadcasters in a digital‑first world for the next decade.