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Hulu's on top for upfront spending, but Netflix's ad play means next year may be different

Article by Sara Lebow  |  May 20, 2022
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Hulu's on top for upfront spending, but Netflix's ad play means next year may be different
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Business Strategies & Trends
TV Advertising
United States

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Close to 8 in 10 branding professionals plan on allocating upfront spending to Hulu, per a survey from iSpot.tv. Peacock and YouTube TV are also major upfront spend magnets with 52% and 49% of branding professionals dishing ad dollars to those platforms, respectively.

Beyond the chart: The elephant in the ad spend room is Netflix, which has always run ad-free but plans to debut commercials as soon as Q4 of this year, the same way HBO Max did last year. Neither streaming platform is included in this survey, but in a shifting landscape, advertisers may allocate upfront dollars toward Netflix next year—if Netflix's advertising play feels promising for marketers.

Streaming Platforms to Which US Brand/Advertising Professionals Are Allocating Upfront Spending, April 2022 (% of respondents)
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