NewFronts and Upfronts 2025
For decades, TV Networks and Media outlets have used this time of year to announce large-scale changes launching in the coming months. Known as Upfronts and NewFronts, these events serve as the catalyst for change within the advertising industry. Upfronts tends to cater more towards television, streaming sites, etc., while NewFronts features social media’s household names like Meta and Snapchat. Read on to see what the biggest names in streaming, social media and television have in the works.
Netflix’s Ad-Supported Growth: Innovations in Engagement and Advertising
Netflix’s advertising platform has seen notable growth, with its ad-supported plan now reaching over 94 million global monthly active users, up significantly from May 2024 when the number was 40 million. According to Amy Reinhard, Netflix’s President of Advertising, the platform also garners more 18-34-year-old viewers in the U.S. than any other broadcast or cable network. U.S. subscribers on the ad-supported tier spend an average of 41 hours per month using Netflix, illustrating high engagement. Reinhard emphasized, “Our audience is unique, engaged, and attentive; a dollar spent on Netflix is more valuable than a dollar spent anywhere else.”
Netflix introduced its in-house advertising platform, Netflix Ads Suite, which offers enhanced data capabilities, expanded measurement tools, and new creative ad formats. The suite allows advertisers to integrate their first-party data for precise targeting and work with third-party partners like Experian and Acxiom, all while maintaining user privacy.
Reinhard introduced a modular ad framework using generative AI to seamlessly integrate ads with the worlds of its shows, enhancing viewer experience and delivering better results for advertisers. Netflix plans to test and refine
dozens of modular ad formats tailored to specific industries, such as auto or CPG, recognizing that effectiveness may vary. The modular design allows for quick assembly, optimization, and personalization, offering a potential competitive edge.
The first features include interactive midroll and pause formats with custom overlays, calls to action, and second-screen buttons, ensuring tailored ads for each viewer. These formats will roll out globally in ad-supported regions by 2026. This innovation addresses advertisers' demand to connect more closely with Netflix content. While traditional integrated marketing campaigns are resource-intensive, this scalable approach utilizes existing video and photo assets to seamlessly blend brands into these iconic worlds, benefiting both advertisers and viewers. These new tools aim to capitalize on Netflix’s strong stats, including 8x higher brand favorability, 162% higher sales per impressions, and 3x higher purchase intent compared to the connected TV (CTV) average.
Netflix is also introducing a range of new programming, including live events such as the Katie Taylor vs. Amanda Serrano rematch and NFL Christmas Day matchups. Bela Bajaria, Chief Content Officer, highlighted new seasons of popular series like
Bridgerton and upcoming shows such as
The Body and
All the Sinners Bleed. Bajaria noted that Netflix’s programming strategy is designed to provide diverse, high-quality content for a wide range of audiences, stating, “We’re programming a slate, not slots.”
Amazon’s New Ad Formats Are Changing How We Watch and Shop
Amazon has revealed new ad formats for Prime Video, enhancing both advertising effectiveness and the viewing experience. Among these innovations are contextually relevant pause ads and shoppable inventory, designed to make ads feel like a seamless extension of on-screen content rather than a distraction. For example, viewers pausing a show like The Summer I Turned Pretty could be served ads related to travel or other on-screen themes.
The shoppable inventory further integrates Amazon’s ecosystem by using real-time shopping data, including pricing, reviews, and deals, to enable viewers to explore and purchase products directly. Considering that 88% of Prime Video’s U.S. audience has shopped on Amazon, this feature creates a natural connection between entertainment and e-commerce. These AI-powered tools dynamically align ads to the content and audience, offering a personalized experience while ensuring brands reach the right viewers at the right time.
With an ad-supported reach of
over 130 million U.S. viewers, Prime Video provides advertisers a massive platform. Past experiments with interactive ad formats have already shown significant results, including higher brand awareness, purchase intent, and sales. Building on that success, these new features promise to
further optimize
advertising campaigns and deliver measurable value. By merging entertainment with interactivity, Amazon is redefining what streaming ads can be for both viewers and advertisers.
Celebrating 20 Years: YouTube’s Innovations in Streaming and Advertising
YouTube recently marked its 20th anniversary, a milestone that reflects its transformation from a platform for user-generated videos into one of the most influential players in online video and streaming. During this year’s Upfronts, YouTube showcased its continued evolution, outlining new initiatives and features designed to enhance engagement for viewers and value for advertisers.
One significant announcement included the rollout of
Cultural Moments Sponsorships. This offering aims to integrate advertisers into major cultural events, such as the PGA Championship and awards season. By offering exclusive content integrations and a high share of voice,
the platform seeksto position brands not just as participants but as integral parts of these events.
Live programming was also featured prominently in YouTube’s updates. A notable highlight is the NFL's upcoming Friday night game in Brazil during Kickoff Weekend, which will stream globally without additional fees or subscriptions. This initiative suggests a broader effort to make key live events more accessible to viewers worldwide while providing valuable opportunities for advertisers looking to connect with diverse audiences.
On the innovation front, YouTube introduced Peak Points, a tool developed in collaboration with Gemini to align ads with high-engagement moments in content. Additional placements, such as Masthead on CTV and Shoppable CTV, further demonstrate YouTube’s push to optimize advertising within the connected TV space. Masthead provides an expansive ad experience that dominates the CTV homepage, while Shoppable CTV turns advertisements into interactive shopping experiences, allowing users to browse and purchase directly from their screens.
These developments illustrate YouTube’s focus on creating a platform that balances viewer experience with advertiser needs, all while cementing its role as a leader in both online video and streaming TV. With innovations that prioritize relevance, accessibility, and engagement, YouTube continues to adapt to the changing dynamics of how audiences consume and interact with content.
Meta Introduces New Ad and Creator Tools Across Platforms
Meta laid out its vision for the next stage of advertising and creator engagement, placing a strong emphasis on short-form video and expanded creator tools. The company is testing several new ad formats across its platforms, aimed at both enhancing user experience and offering advertisers greater opportunities for reach.
One notable development is the introduction of Trending Reels ads on Facebook and Instagram. These ads appear within popular creator Reels, a move that mirrors TikTok’s Pulse Core products. This effort underscores Meta’s ongoing attempt to maximize its growing short-form video ecosystem, which has shown a steady rise in engagement, with Reels content now being shared 4.5 billion times daily.
Facebook Live is also making a comeback. Relaunched as “Facebook Live Partnership ads,” this feature allows brands to amplify live content from creators, turning streams into interactive sales opportunities. Paired with Meta’s broader push for user-generated content monetization, advertisers may find these streams an effective way to connect with engaged viewers in real time.
On Threads, Meta is exploring video ad placements, expanding beyond the static image ads currently in use. However, Meta CEO Mark Zuckerberg has set modest expectations for ad revenue on Threads for 2025, suggesting this format is still in its experimental stages.
Meta is also providing more comprehensive tools for advertisers and creators on Instagram and Facebook. The rollout includes features like AI-powered keyword search within Instagram’s Creator Marketplace, enabling advertisers to quickly identify creators with strong engagement metrics or promising brand partnership histories. Additionally, Instagram’s Creator Marketplace Trends feature will offer advertisers real-time data on topics trending among users, helping brands craft timely and relevant campaigns.
For agencies,
the proposed Creator Marketplace Discovery API could streamline the process of finding and evaluating talent. Advertisers will also have more flexibility in boosting user-generated content on Facebook, a tactic already available on Instagram.
These updates reflect
Meta’s intention to refine its platforms for a dual purpose: maintaining user engagement while creating innovative, practical tools for advertisers. The continued focus on video formats, in particular, positions Meta as a key player in the evolving intersection of social media and marketing.
Snapchat Innovates to Keep Pace in a Competitive Market
Snapchat revealed a series of initiatives aimed at staying relevant with its core audience while offering advertisers fresh opportunities to engage users. Despite the platform being 13 years old,Snapchat continues to build on its strengths, introducing new ad formats, creative campaigns, and performance tools to remain a key player in the social media landscape.
On the advertising front, Snapchat unveiled updates to Sponsored Snaps, allowing brands to connect with users through visual messages in the Chat Feed. Enhancements like Web & App Auction Ads and First Snap placements promise more targeted and timely engagements. Additionally, Sponsored Snaps from Creators enable advertisers to send content directly from a creator's handle, fostering authenticity within campaigns.
Snapchat is also leveraging AI to optimize ad performance. Features like smart bidding strategies help advertisers set cost-per-action goals, while the early testing of Smart Budget aims to maximize campaign outcomes by reallocating spending to higher-performing ad sets automatically.
With over 900 million monthly active users globally, Snapchat continues to grow its audience while appealing to advertisers with its youthful demographics. Over 50% of Snapchatters in the U.S. are 25 and older, dispelling the assumption that the app solely targets teens while still maintaining its appeal for younger generations.
By focusing on metrics like increased time spent on content and expanding tools for creators,
Snapchat is building opportunities for brands to connect with its unique, highly engaged user base. While market challenges persist, Snapchat’s evolving ad solutions and community-driven approach highlight its commitment to growth and relevance in an increasingly competitive digital ecosystem.
LinkedIn’s Bold Moves in Video Advertising
LinkedIn is stepping up its game in video advertising, unveiling innovative solutions to meet the growing demand for video content. With a 36% year-over-year increase in video watch time and 1.4x more engagement than other post types, LinkedIn is proving the power of video in connecting with professionals. From "First Impression Ads" to expanded Connected TV placements and enhanced Event Ads, the platform is offering brands fresh ways to engage their audience. For a deeper dive into LinkedIn’s NewFronts announcements, check out our latest Trend Tracker blog!
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