Future of TV Briefing: How sports will hog the ball in this year’s upfront

This week’s Future of TV Briefing looks at how live sports will likely be used by TV networks and streaming services in this year’s upfront to drive advertiser demand for non-sports programming.

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Amazon and Netflix have each been hosting upfront previews with ad buyers in recent weeks. Per those in attendance, the companies have used these pre-upfront meetings to pitch programs like “Reacher” and “Rings of Power” in Amazon’s case and “Squid Game” and “Stranger Things” in Netflix’s. Curiously, the streamers’ respective live sports packages have been relatively sidelined in these meetings. 

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