Media Buying Briefing: What Naylor’s exit from Netflix means for streaming overall

A quick look at the state of video viewing in the U.S. shows that streaming continues to be the place that’s attracting more viewers week after week. In June, for example, streamers attracted more than 40% of the viewing audience.

And yet, as the $20 billion-plus upfront marketplace continues to get negotiated, streamers continue to face a brick wall of resistance from media buyers and chief investment officers over their pricing requests. At the same time, ad-sales stalwart Peter Naylor, the well-regarded vp of global ad sales at Netflix — arguably the most powerful of all streaming services — will be departing the company, in a move that surprised many but not all of the media agency community.

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