Streaming hit 38.7% of US TV viewing in July 2023, according to Nielsen, and is forecast by TVREV to hit 68% of TV ad revenue by 2027.

Adam Bergman, Group VP, Advertising & Data Sales at VIZIO, believes the focus on ‘streaming first’ approach and brand-safe environments are the highlights of this year.“The marketplace has made clear that streaming has a massive seat at the table. As a device owner, we’ve built this narrative with our brand partners direct to device, and when we sit down with agencies, we sit down with brands and advertisers, they are taking a streaming first mentality into this upfront cycle.”