As Hollywood emerges from last year’s strikes, major media companies are turning to live sports to attract audiences and advertisers. This trend was evident during this year’s Upfront presentations, where media giants showcased their upcoming content and advertising opportunities.
Last year’s Hollywood strikes left a noticeable gap in the content slates of many media companies. Even with the return of star-studded presentations, the residual effects of the work stoppages were evident. Companies such as Disney and Warner Bros. Discovery faced challenges in highlighting a robust lineup of new series and movies, prompting a greater emphasis on live sports to draw in advertisers.
Sports programming emerged as the highlight of this year’s Upfronts. Legacy media giants emphasized their coverage of major events like the NBA and the upcoming Summer Olympics. Meanwhile, streaming services like Netflix announced significant sports-related programming, including a deal to air two NFL games on Christmas Day, marking a notable expansion into live sports broadcasting.
The appeal of live sports lies in its ability to attract large, engaged audiences, which in turn draws significant advertising revenue. This was a key theme across the presentations, with NBCUniversal dedicating a substantial portion of its showcase to the Paris Summer Olympics. The NFL also featured prominently in various presentations, underlining the league’s unparalleled draw.
Streaming services continued to be a focal point for media companies, with tech giants like Amazon and Netflix touting their ad-supported platforms and upcoming content slates. Amazon, leveraging its acquisition of MGM Studios, highlighted renewals of popular series and announced new projects like the sequel to “Roadhouse.” Netflix showcased its diverse offerings, including the sequel to Adam Sandler’s “Happy Gilmore.”
Despite a limited slate of new scripted shows, companies did highlight some high-profile projects. Disney promoted trailers for its Disney+ series “Agatha All Along” and “Daredevil: Born Again,” as well as the next season of “The Bear” on FX. Warner Bros. Discovery spotlighted anticipated series like “House of the Dragon” and “And Just Like That.”
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