All indicators point to the 2024/25 Upfronts generating stronger advertising revenue than the previous season, with Convergent TV and streaming particularly ripe for growth.

By industry estimates, at the end of this year, nearly half of all advertising revenue will be driven by streaming, whether through direct sales or programmatic channels, underscoring the importance of having a comprehensive Convergent TV strategy in place, which will also help companies to make the most of the 2024 Upfronts.