The news: Skydance’s total 2027 ad revenues will land between $19 billion to $21.6 billion, a small boost from 2026 projections of $18.5 billion to $20.7 billion, according to industry analyst data synthesized by Mediapost.

• Growth is partially attributed to Skydance’s larger streaming portfolio, which will include Paramount+, HBO Max, and Pluto TV.
• Linear TV advertising will drag down some of that growth; analysts estimate a 5% to 8% decline in linear ad revenues in 2027.
• That decline is attributable to a lack of NBA games on WBD networks and the rise of cord-cutting behaviors.

Behind the numbers: Despite linear TV declines, Skydance’s massive portfolio gives it other levers to pull to gradually increase ad revenues.

• Streaming’s ad revenue boost appears to be minimal: We forecast that Paramount and WBD will leave Skydance with just a 5.8% share of US CTV ad revenues. That suggests that gains are being driven by other factors alongside streaming.
• Skydance’s commitment to 30 theatrical releases annually for two years, and its ownership over major film studios Paramount Pictures and Warner Bros. Pictures, may contribute to anticipated ad revenue growth. These films can generate a downstream halo effect once they move to Skydance’s ad-supported streaming options.
• Another possibility is that Skydance’s content alone won’t translate to significantly higher ad revenues, but its ability to command higher rates will. Marketers are likely to see higher CPMs given the massive pricing power Skydance now commands.