2026 TV upfronts recap: Hi-tech ad buying, creator fever and ‘Baywatch’

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The TV industry has seen huge changes in the past ten years, but one thing that remains the same is the yearly event in New York City where advertising executives listen to networks and streaming services present opportunities to buy ad space.

This week, television networks held their annual upfront presentations, featuring a mix of popular celebrities like Arnold Schwarzenegger and Jennifer Lopez, NFL stars such as Tom Brady and Mike Tomlin, and cast members from the “Real Housewives” franchise, both old and new.

The way networks pitch advertising during their annual presentations has changed a lot. In the past, they focused on high ratings and new shows. Now, with more people watching personalized streaming content, they’re emphasizing things like building “connections” and “community” with viewers, and how advertising can be part of that.

Josh Mattison, a Walt Disney Co. executive, explained that even when multiple people are watching the same program, they might see different ads. This is because advertising technology tailors ads to individual viewers based on their data. He noted that traditionally, advertisers focused on how many people saw an ad, but now they’re more interested in who saw it – focusing on the specific audience reached.

Here’s a sampling of what ad executives were seeing and hearing this week:

Using new ad tools that target viewers

All the presentations highlighted how companies are getting better at targeting ads to viewers, since advertising is now the primary driver of growth for streaming services. They also showcased new tools – like NBC’s Performance Insights Hub – that give advertisers current data on how well their ads are performing, allowing them to make changes and improve results.

Streamers can use audience insights gathered by advertisers and match them with how their viewers actually watch content. This data is carefully examined in a private, secure setting to ensure viewers’ personal information remains protected.

I always appreciated that Netflix doesn’t ask for a ton of personal details when you first sign up – it feels way less intrusive and probably gets more people to subscribe, honestly. But I recently learned that they do use what we watch on the platform to help advertisers target their ads. It’s a bit of a trade-off, I guess – convenience versus privacy.

Netflix is using shared interests between its viewers and people who see ads on other platforms to help advertisers reach the right audience, according to Amy Reinhard, Netflix’s head of advertising. This targeting is driven by what people enjoy watching.

Companies are increasingly using artificial intelligence to better serve advertisers. For example, NBC now lets advertisers show commercials that are directly connected to what’s happening in live sports games.

Hollywood Inc.

The classic western starring James Arness continues to attract both longtime fans and new viewers on streaming services like Peacock, Paramount+, and Pluto TV.

Creators are going mainstream

YouTube’s yearly presentations to advertisers once felt like a separate world from traditional television, showcasing creators who gained huge followings directly on the platform, rather than through TV.

Today, popular creators are building their own production facilities. For example, MrBeast’s company, Beast Industries, recently hosted an exclusive breakfast for marketing leaders in New York City. And YouTube personalities like Jesser are now expanding to television and other platforms.

During a presentation at Lincoln Center, popular creators like Alex Cooper of the “Call Her Daddy” podcast and Kareem Rhama from “SubwayTakes” unveiled their upcoming projects for YouTube. They appeared more like traditional show producers than the unconventional social media personalities they once were.

A decade ago, advertisers on YouTube were concerned about their ads appearing alongside extremist content, like videos from ISIS. Today, it’s much more typical for brands to partner with popular YouTubers and seamlessly include their products and messaging within the creators’ content.

According to Paul Downey, YouTube’s president for the Americas and Global Partners, people are 13 times more likely to search for your brand and five times more likely to make a purchase after seeing a YouTube creator talk about your products.

According to YouTube’s chief business officer, Mary Ellen Coe, advertisers can assess whether a creator aligns with their brand by examining viewership, subscriber counts, and fan comments. However, many advertisers also rely on feedback from their own families and friends to stay informed about popular YouTube creators.

“Most of these advertisers have children and teenagers and they go nuts for them,” Coe said.

Hollywood Inc.

YouTube viewing, including live TV through YouTube TV, jumped 27% in 2024. Research firm MoffettNathanson says this growth makes YouTube the biggest driver of overall streaming increases in the U.S.

Nielsen reports that YouTube is currently the most popular platform for watching video, capturing almost 13% of all television viewing time. However, younger audiences watch a significantly larger proportion of their video content on YouTube.

Anthony Pedalino, from the advertising firm Giant Spoon, explained that his children prefer watching YouTube over traditional TV. He believes this shift represents a smart move to stay relevant with changing viewing habits.

Other companies are seeking creators for their platform.

Amazon Prime Video is trying a new way to reach younger basketball fans. They’re broadcasting some NBA and WNBA games on Twitch, where popular Twitch streamers provide live, fan-focused commentary instead of traditional announcers. This new format, called “CreatorCast,” aims to make the games more engaging for a different audience.

Fox is investing in its creators by developing shows for Tubi, its popular streaming service with 100 million users. They’re also working with TikTok to help short-video creators expand their content into longer-form programs.

There’s always room for comfort food

Despite all the new technologies for advertising and tracking viewers that were showcased this week, the shows and talent offered by the big networks and streaming services felt largely the same as before.

Pedalino suggested people are likely accepting that audiences are increasingly turning to newer platforms to find specialized or unusual content.

Oprah Winfrey appeared at the Beacon Theatre to announce that her podcasts would now be available on Amazon Prime Video.

Disney brought back the original cast of “Scrubs” to reveal that Hulu has ordered another 10 episodes of the popular early 2000s comedy. The show is finding success with a new generation of viewers who are enjoying older TV series. Meanwhile, Amazon Prime announced a new limited series called “The Greatest,” produced by Michael B. Jordan, about the life of boxing legend Muhammad Ali – a story that’s been told before.

Fox is bringing back “Baywatch,” a show that originally aired on NBC in 1990 for only one season before finding massive success through reruns worldwide. The iconic slow-motion scenes of lifeguards running on Venice Beach are returning, and this time, the show isn’t shying away from its playful style.

At an event showcasing upcoming content, Netflix unveiled a game show called “Pop Culture Jeopardy.” Meanwhile, NBC highlighted its new comedies featuring well-known actors and announced plans to mark its 100th anniversary with a classic variety show later in the year.

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2026-05-16 13:31