• by Wayne Friedman , August 13, 2025

Ongoing shifts in prime-time advertising revenue to streaming platforms from linear TV for the 2025-26 TV season have resulted in 5% higher overall TV/streaming ad revenue versus a year ago to $31 billion, according to estimates from Media Dynamics.

Streaming platforms grew 17.9% to $13.2 billion versus a year ago -- with broadcast networks slipping 2.5% (to $9.1 billion) and cable networks sinking 4.3% (to $8.7 billion).

Media buyers benefited from lower CPMs -- the cost per thousand viewers -- on streaming platforms, as well as lower adult CPMs on broadcast and cable -- for this upfront selling period.

“They used free ad-supported streaming services (FASTs) to a greater extent and these tend to charge lower CPMs than other streaming sellers,” says Ed Papazian, president of Media Dynamics.

At the same time, he adds: “Some ad-supported streaming services have increased their ad loads and this, coupled with streaming's increased viewing time, has created more GRPs to sell.”

Streaming adult CPMs for the upcoming season dropped 8% to an average $27.25.

Linear TV was also a bit more attractive CPM-wise -- partly attributable to high-demand sports TV packages.

“When these are prorated to account for the portions that take place in primetime, this mitigates softening demand for time in the sellers’ entertainment and newsmagazine fare.”

Versus a year ago broadcast CPMs sank 4.1% to $43.50; with cable CPMs down 6% to $19.35.

Papazian also notes the upfront process also goes well beyond primetime -- into other dayparts -- daytime, early and evening periods, as well as into national syndication programming running on TV stations. He says can amount to $10 billion to $12 billion in additional ad revenue.

The TV/streaming upfront marketplace occurs in the summer before the traditional start of the TV season in September -- an media buying process where the bulk of major brand advertisers’ TV/streaming media spend, roughly 55% to 75%, is committed for the new TV year.